Do Billboards Work? The Effectiveness of Out-of-Home Marketing – The Buyer’s Journey 17

While many think out-of-home (OOH) marketing and digital marketing are at odds with one another, it’s easy to make a strong advertising campaign mixing OOH and digital. Today the team breaks down some OOH marketing numbers and discusses a few strategies for success.

What Is The Awareness Stage?

The Awareness Stage is the first stage in The Buyer’s Journey. During the Awareness stage, a prospective customer realizes they have a need or are made aware of a problem.

Out of Home, Not Out of Mind

John Schulz on MarTech Today offers his thoughts on the power of OOH marketing, specifically using billboards. Here are a couple fantastic stats he points out:

  • Digital outdoor advertising has increased 35 percent since 2010 according to PricewaterhouseCoopers.
  • Outdoor advertising was the only traditional media category to show growth last year, hitting an estimated $33.5 billion in revenue according to a global NAR forecast.

While those numbers are impressive, the crux of Schulz argument is that OOH advertising can hit individuals when they’re not distracted. Schulz argues TV watchers are distracted, as according to a Deloitte survey, 89 percent of smartphone users saying they watch TV while using a phone. Being able to hit users while they’re in traffic or walking through Times Square can ensure they’re more engaged. Or, at least, more attentive.

Len isn’t buying it. In the show, Len points out that if traffic is at a stand still, drivers might still use their phone. Then, that user is still distracted. Frankly, I don’t buy it either. When I’m in traffic, I’m not in a good mood. Having me pay attention to your billboard when I’m frustrated doesn’t mean I’ll be focused in a positive. It could be the only thing I see, but is that quality time for the brand? Or is this a case of any publicity is good publicity.

However, the entire team agreed with Schulz other statement: the need for re-targeting ads. OOH billboards are powerful tools, so long as digital remarketing efforts pair with it. In addition, say a driver stuck in traffic does go on their phone. Now, they’ll see an ad that complements the billboards, strengthening that brand recognition.

Look: Billboards work. Pairing digital and OOH together, however, makes both work even better. As Schulz points out in his piece, “[a]ccording to research by Outdoor Advertising Association of America, mobile click-through rates increase 15 percent when supported by OOH ads.” So, if you want your billboard to max it’s reach? You’ll need a strong digital push, too.

Check out our next episode where we’ll discuss a news article covering the Consideration stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

Join the Commexis mailing list