Out of Home advertisement is undeniably one of the most effective ways of generating brand interaction and attention, and this advertising practice shows no signs of slowing as out of home advertising continually maintains the pace of digital growth. There is a combination of factors that are contributing to this time of Out of Home advertising success, beginning with research, through to branding and design, and resulting in further research.
Firstly, brands are able to maximise the impact of their advertisements by considering their reach before they go live. Research tools allow advertisers to consider their demographic and cater their advertisements to the most effective location, the most effective tone and the most effective aesthetics to give the final product the best chance of being seen and remembered by the widest reach.
Next, creativity in advertisement is a factor that’s brands are becoming increasingly conscious of. In the past we have seen advertisements that simply feature a product to remind consumers that it exists, or a date to remind passers-by that an event will take place. The future, however, depicts an image conscious advertiser who understands the importance of individuality and branding. These two aspects of an advertisement are the ones that not only make people more receptive to an advertisement, but that contribute to a reputation for a brand, so that consumers associate products, experiences and concepts with that brand automatically.
Creativity transcends to engagement – we live in a time wherein people are constantly connected to the internet and to each other. The process is no longer as simple as a person perceiving an advertisement and it is either remembered or promptly forgotten. Advertisements can be a call to action that people are happy to engage with instantly. They can involve discount codes, they can be part of digital games or they can unlock features on mobile phones. Engagement can be instantaneous and prolonged, meaning that people are more inclined to remember the advertisement.
Finally, brands are able to assess how successful their advertisements are by analysing their growth in engagement and sales, in order to further brand growth so that each campaign is more successful than the last.
Successful campaigns are authoritative, they demand your attention but then reward you for your time with an engaging experience. They coax people into engaging further, so that the results are instant and vast. People are able to snap, search and shop faster than ever before, and if your advertisement ticks the boxes, they’ll be only too happy to do so.
Words: Amy Cully Steele