It’s something you see every day: billboards, bus wraps, and kiosks featuring a particular brand and filled with eye-catching images and large fonts. These are just some of the many forms of outdoor, or out-of-home, advertising, which aim to reach out to consumers once they are outside their homes. Since people spend 70 percent of their waking moments outside, the advantages of outdoor advertising cannot be understated.
Like most marketing methods, however, there are particular elements that can make the difference between success and failure.
Catch their attention in six words or less.
Though people spend most of their time outdoors, they are often distracted with other matters. Typically, your consumers won’t have a lot of time to take in what they see in a billboard. You must then have a short yet concise message for any piece of outdoor advertising, ideally with six words or less.
Don’t be a distraction.
Designing billboards can be a huge dilemma for advertisers, as this is always about striking a balance on being noticeable but not distracting. A distracting billboard can be the cause of minor accidents, so make sure that yours have the fine balance.
Use the right colors and images.
An effective billboard contains only images relevant to a brand, or images that illustrate your concept. Unfortunately, lots of billboards fail to use relevant images. At the same time, most of these ads use the wrong colors in a way that actually damages a brand’s image.
Instead of relying on irrelevant images or bright colors, your ads must be designed based on a solid strategy and a great design.
Calls-to-action aren’t always necessary.
Most, if not all, actually don’t call or visit a website despite reading it off a billboard. What brands fail to grasp is that billboards are a secondary advertising medium ideal for brand-building. Generally, outdoor advertising should generate buzz about your brand, then leave it to your consumers to find out more.
More billboards work better than one.
Having one billboard won’t come cheap, but it won’t be effective, either. At the end of the day, billboards are even more efficient with support as a mass market medium to effectively get your brand message around. It’s better, then, to get more billboards or combine them with Storefront or Mobile Media to have a bigger impact upon your consumers.
Gain better results with your outdoor advertising efforts by working with us here at Tailored Media! We have a wide range of outdoor advertising services that can help local businesses and advertising agencies get their message across.