“Wi Outside!”

After the COVID-19 pandemic, we don’t think any of us will ever take “outside” for granted. 

The developments in online advertising have increased reach and measurability while also creating digital burnout and screen fatigue. According to a report by Solomon Partners, 43 per cent of consumers are actively trying to spend less time on digital devices. 

Unlike online digital media, Out-Of-Home media assets exist in the physical world and cannot be blocked, skipped, or manipulated.

40% OF ADULTS NOTICING OUT-OF-HOME ADS MORE THAN PRE-COVID

“Forty per cent of adults are noticing OOH advertisements more now than they did pre-COVID.”

Digital social media giants like Twitter understand the importance of having a presence outside. In January of 2022, Twitter launched its “manifestation” campaign. As explained by Twitter: “To honor athletes and other celebrities for Tweeting their dreams into existence, Twitter turned their famous Tweets into 39+ billboards! Most of the billboards can be found in the hometowns or teams’ locations of the stars who manifested their dreams…”

Statistics also support the power of OOH. 

In a 2011 OOH media recall study conducted by Marketing Strategy Limited, 21 billboards were placed around the island with one single creative and left in place for five weeks. The campaign yielded a 23 per cent recall. Helping the impressive recall results were the frequency people saw the same outdoor ad. That’s one reason outdoor ads are particularly suited for establishing a brand’s reputation and a product’s attributes. 

The recent introduction of digital billboards to our local market offers more options for marketers.

With outdoor, as with all things, medium and message need to be aligned. Katrina Kelly, managing director of Iprint Digital, has a general rule for anyone considering traditional vs digital boards.

“Use traditional locations for brand marketing and digital for more specific campaigns like product marketing or special promotions.”

More space may seem like an opportunity to say it all; fight that urge. Traditional billboards are best for bold, simple messages and stunning visuals. Try to keep the focus on your big picture, i.e., your brand or hero product. If you’re thinking digital outdoor, simplify even further. 

Fallon Symes, our graphic department lead has this tip for designing digital boards – “You only have a few seconds to get your point across; make it as legible as possible with big, bold fonts and fewer images that can act as a distraction.”

Be it a traditional billboard, LED options, bus shelters, bus wraps, or large format printing on owned real estate, OOH advertising remains a powerful tool for every marketing department.