Technology companies such as Facebook and Google have a reputation for online advertising. However, when they need to promote new products or functions, they will turn to outdoor media advertising and buy billboards worldwide.
They are not the only companies that do this. In the middle of 2019, Alexis O’Hanian, the co-founder of Reddit, announced a large investment in a digital billboard booking company called JieSiLu. At about the same time, Netflix also announced that it had completed the acquisition of assets from a well-known billboard company in Los Angeles.
The reason is simple: although online advertising has strong advantages, you need to choose outdoor media advertising when you want specific information to receive attention.
Why media buyers like outdoor advertising
For media buyers, online advertising may cause headaches. Users generally use advertisement blockers, while those who do not use advertisement blockers will be bombarded by advertisements, and it is difficult for content to stand out. If the ads are not displayed on the homepage of popular websites, no one may see them at all.
Outdoor advertising does not have these problems. People can never ignore the existence of billboards, signs, digital screens and other outdoor media. At the same time, it is difficult to be blocked unless you use your hands to block your eyes. Advertising content will not be folded and hidden, and the visibility is high. In other words, they are an ideal tool for brands to try to get rid of large color advertising content.
Media buyers who take outdoor media as one of their multi-channel activities find that this can also enhance the influence of other channels. According to the research of Ocean NeuroScience, “consumers who have contacted the same advertisement on outdoor media are 48% more likely to click on mobile advertisements.” Similarly, Nielsen and OAAA found that 46% of adults surveyed would search online after seeing outdoor media advertisements. Similar results emerged in social networking surveys.
Today, outdoor advertising is showing a significant upward trend, because smart marketers have chosen to spend more budget on outdoor media activities. Among the traditional media categories, it is the only one that still keeps growing, with a growth rate of more than 2% in 2018. By 2021, the sales volume of the whole industry is expected to reach about 33 billion dollars.
Why can outdoor media advertising rise now?
Outdoor media advertising is one of the ancient and enduring propaganda methods, but it may seem strange that it has become increasingly valuable and important. So what triggered the revival of outdoor advertising?
One of the main drivers is the digitalization of outdoor media. The new functions and high efficiency after the industry upgrade have promoted the growth of the entire industry. The advertising color of digital outdoor media is brighter, more mobile and more convenient. Replacing physical media advertisements is a time-consuming and labor-intensive process, while digital outdoor media can simultaneously load multiple different advertisements in the system, including multiple images of a single advertisement. It can be played circularly according to the frequency set by the owner.
Media buyers have joined in, waiting for rush purchase. Outdoor advertising sales increased by 16% year on year, improving the performance of the entire advertising industry. At the same time, the performance of static outdoor advertising in the past few years was basically flat.
Please note that not only static advertising is being replaced and surpassed by outdoor digital advertising. Privacy issues and laws and regulations are also driving consumers and media buyers away from online media, the main force of global advertising in recent years. As anonymous data is used in outdoor space, it is regarded as a more friendly and safer alternative, and can attract the attention of a large number of people through impressive and attractive visual advertising. In 2021, a survey released by Marketing Sherpa shows that consumers believe that outdoor advertising is more trustworthy than all forms of digital advertising.
Creating a targeted, compelling and unforgettable experience is the core of success in outdoor advertising. As procedural and dynamic content gradually become the mainstream of the industry, more and more brands will achieve greater success with the development of outdoor media advertising.
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