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The Art of Outdoor Media – How it fits in with your marketing strategy & what comes next?

When you put an ad on the back of bus, what do you think will happen? If you were expecting a flurry of customers or even a handful of calls, it’s time for a reality check. Outdoor media might be immensely visible but has a distinct purpose in marketing and it suits a specific type of message to that end.

 

Outdoor’s greatest asset has always been its unavoidable mass impact. Consumers can’t turn it off, opt out or change channel.

 

If an outdoor campaign is used as the first step for a growing company, it’s purpose may be purely educational. People in your targeted geography, will for the first time, sit up and take notice that you exist. It builds awareness. For the more mature business, a mass message with a big creative space gives an opportunity to engage with consumers in a unique way, building product interest or even brand desire.

 

Mike Baker, CEO , announced the findings of a study that revealed “that outdoor advertising has a strong influence on consumers, nudging them along towards the purchase at every phase of the customer journey. “The results of the study showed that outdoor-exposed audiences are strongly correlated with social media use, and are more active than the population on social media at every stage of their journey. A higher level of outdoor ad exposure led to a higher propensity to search online and buy products as a direct result of Outdoor advertising. Outdoor is also the medium most highly associated with mobile internet search.”

 

McCain recently ran a campaign in which bus shelters pumped out the scent of oven-baked jacket potatoes and dispensed discount vouchers to promote its new Ready Baked Jackets. “The plan was to “interrupt a captive audience” using touch, smell and sight, and then provide “the final nudge” towards purchase with the coupons.” This campaign aimed to increase the pace of the customers’ journey to purchase.

 

Read more of the recent Outdoor Media Centre study at http://www.outdoormediacentre.org.uk/outdoor_advertising_info/news/Latest_News/item/4312

 

Featured image courtesy of Daniel Bowen.

Posted on May 2nd, 2012

About Gemma Hayhurst

As lead creative, Gemma's expertise lies in brand development, print and packaging design. Her portfolio includes work on major accounts including WWF, Tesco, and the NHS.

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Marriage is a leading creative agency in London and Bristol, specialising in brand, digital, direct respose and experience design. Our blog provides a commentary on the UK’s leading marketing campaigns, creative executions and industry-wide thought leadership.

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