Out of Home & Online Advertising: the Perfect Pair
When it comes to advertising, most businesses gravitate towards online methods, leaving out-of-home (OOH) methods in the dust. Why does it need to be a one-or-the-other decision? In this instance, it’s better to have your cake and eat it—opt for both OOH and online advertising.
Think of a tandem bike: you need two people working together, in sync, to reach a destination. Similarly, OOH and online advertising work in tandem to help businesses reach their destination of great brand recognition and awareness.
Here is how:
1) Signpost to your social media
A prime example of how OOH and online advertising work together in perfect harmony is including your business’ website link on the billboard or a QR code to your company’s social media. Humans are by nature curious, so including an ominous code or a URL printed on a billboard ignites curiosity, leading to passersby being thirsty for more information. These signposts provide a pathway connecting the real world with the online world.
2) Consistent branding builds trust
It may be tempting to use one design for OOH and another for online advertising, however, the art is finding a design that compliments both media. By keeping branding consistent, using the same colours, hashtags, codes and so forth, the message of your campaign is reinforced online and offline, building trust and increasing brand recall.
3) Use of sequential messaging creates a journey
Forming a sequence of messages is like creating a story for your customers and consumers. For example, a billboard can contain a promo code for your product or service whilst an online ad or website can offer more information.
4) Retargeting after exposure increases engagement
After seeing an OOH ad, people may not act immediately. However, if they are retargeted with an online ad or social media post a few hours, days or even weeks later, people will more likely recognise your brand, engage and take action. In fact, on average, consumers need to see a brand’s ad 7 times before taking action such as making a purchase or using a service. Keep reminding people of your business, on the road and on their phone.
5) Wacky billboards = virality
Let your imagination run wild with your billboard design. Whether you choose a humorous message, bold visuals or anything else that makes your billboard stand out from the crowd and Instagram-worthy, this could provide your ticket to virality. If something out of the ordinary catches people’s eye during their commute, walk or drive, chances are they’ll take a photo or tell people about it. This is the perfect opportunity for brand recall – with just one wacky billboard design, your company can be on people’s minds and be the topic of conversation, which can lead to instant or gradual leads.
Our design studio works its magic in producing vivid graphics to suit all desired levels of wackiness. Even if wacky isn’t for you and you prefer a simple, elegant design, our studio has you covered.
By combining OOH and online advertising, businesses can create a seamless multichannel experience that increases visibility, brand awareness and in future, conversions.
On ya tandem bike!
Feeling inspired?
Don’t hesitate to schedule a call with us or email sales@billboardmedia.co.uk to enquire about what billboard advertising could do for your business.
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