As advertisers grapple with shrinking marketing budgets against ever-increasing sales and customer acquisition targets, there is greater pressure on marketing dollars to work harder than ever before. When you add continuous innovation to marketing and media platforms, advertisers have more communication vehicles than ever before to romance their target audience – and consumers have more communication vehicles than ever before to listen to (or ignore) these messages. We continue our series in investigating the roles certain marketing channels play in driving business growth for advertisers. We explore which communication vehicles are known to be more effective in driving sales and customer acquisition, and which marketing channels typically achieve higher return-on-investment. In studying the roles various marketing channels play in driving key performance targets across a number of verticals in Australia, it is possible to draw some overall conclusions. Previous issues have explored TV, Radio, Newspapers, Magazines and Cinema. This issue puts the spotlight on Out-of-home (OOH) or Outdoor media.
Whilst OOH media can have limited reach – that is, limited by the parameters of its geographic location – when clients have included OOH media as part of their multimedia advertising campaign, OOH media has been effective in driving awareness and sales when advertisers leverage the very characteristic which limits it. OOH advertising is most effective in areas of high traffic volume, providing a welcome break (and a splash of colour) to the monotony of concrete paths, grey buildings and wooden benches. It is also most effective in attracting foot traffic to a retail outlet if the OOH advertising is located near the advertiser’s physical distribution channel so consumers who are attracted to the advertiser’s message can satisfy their curiosity or convert their interest immediately.
To optimise the potency of OOH advertising, I have found that OOH media carries brand campaigns more successfully than retail campaigns. The message needs to be simple, clear and evoke a strong response or feeling to attract eyeballs meaningfully. Advertising messages through OOH formats which require lengthy consideration or arithmetic (such as price discounts) do not enjoy as much traction with consumers who are rushing to get to their destination.
OOH advertising can also be cost-efficient in prolonging the life of a campaign since it requires less investment and experiences slower advertising wear-out compared to other more traditional forms of media such as TV or Print. This is why OOH media can enjoy higher return-on-investment compared to other media formats with greater reach.
I hope these observations about the role OOH media can play in your marketing strategy have been valuable. Please watch out for the next issue which puts the spotlight on Digital or Online media.
For further information about media effectiveness or how you can optimise your marketing strategy, please feel free to contact Clare by emailing ClareF@thriveplus.com.au
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