The 360 Degree Marketing Group Blog

OUTDOOR ADVERTISING AND BEYOND...

Posted by Scott Bowley on Jun 20, 2016 12:30:00 PM

Outdoor advertising, from large format billboards to branded scooters, demands attention because it has a high level of impact. Outdoor advertising is effective at reaching a mass audience, whilst cutting through to reach hard to find consumers, like young people or busy professionals.

The list of advantages for outdoor advertising goes on, but it truly comes into its own when it is used effectively with other media.

 

Outdoor and Print

Many people say that print is dead, but this couldn’t be further from the truth when you combine it with impactful outdoor advertising. These two mediums are effective when combined because they reinforce a message in two different environments. Outdoor is effective at reinforcing a branded message before and after a consumer is exposed to print advertising, which often drives home specials or sales.

A campaign for Supabarn, which is a supermarket chain located in Sydney and Canberra, utilised this approach in advertising their store in Sans Souci, Sydney. A local newspaper was employed to advertise weekly specials. Whilst outdoor advertising, in the form of branded scooter’s, bus shelter advertising and railway billboards was employed to generate brand awareness and increase foot traffic. This was an effective approach a tailored message was created to ensure best results in each media environment – print highlighted retail offer and outdoor promoted brand.

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Outdoor and TV

Outdoor and TV work extremely well together. Television acts as the primary medium that drives awareness, and then outdoor reinforces the message. The combination of these two mediums allows to reach the target audience on their way to work and again once they are relaxing in front of the TV.

 

Outdoor and Digital

No other medium has had such an impact on the media landscape in recent times like digital. Outdoor and digital work exceptionally well together – the large broadcast reach that outdoor offers can drive consumers online. This can in turn create a path to purchase, which is often a sought after result.   

A campaign for Ugly Pizza, a pizza restaurant in the South of Sydney, utilised both outdoor and digital advertising during their venue opening. Outdoor, in the form of railway billboards and bus shelter advertising, was used to create awareness and hype before the venue opening. Digital, in the form of Facebook, Instagram and Google Search Advertising, was used to engage consumers and increase website traffic.

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Digital advertising can capitalise on the awareness that outdoor advertising generates – it creates a path to purchase with consumers searching online for Ugly Pizza after being exposed to outdoor advertisements. 

With digital outdoor we can take this even further. Outdoor as an increasing audience of 3.7% per year. Mobile phone consumption is at 86% of people owning a smart phone that they use multiple times each day. Connect these two formats and the message can be amplified and gain the benefits from the immediacy that these mediums can provide.

 

Outdoor and Radio

Outdoor and radio go hand and hand. They are both high frequency mediums and together they act as frequency drivers. The visual aspect of outdoor works well with the rich content audio that can be provided through radio advertising, creating a dynamic relationship.

 

Outdoor and the Marketing Mix

Overall outdoor advertising can increase the reach and impact of a campaign when employed within a media plan. Outdoor is a true team player within the media mix. We can create a truly cut-through campaign.

If you’re interested in learning more about outdoor advertising, download our FREE 'Do's and Don'ts of outdoor advertising' eBook or contact us today and see how we can help you with your outdoor advertising and beyond.

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Topics: outdoor advertising sydney, outdoor advertising, outdoor marketing

THERE’S MORE TO OUTDOOR THAN BILLBOARDS AND BUSES!

Posted by Beau Crellin on Jun 8, 2016 12:00:00 PM

In today’s fragmented marketing mix, it’s becoming increasingly harder for brands to compete and gain any sort of cut through. There are so many mediums out there and the internet is filled with 500 word pieces on why you should and shouldn’t utilise this particular channel. 

 

This piece on Guerrilla Marketing is exactly one of those.

 

One of the reason’s 360DMG love Guerrilla Marketing is that it allows our clients to compete with international brands like Coca-Cola but on a local tactical level. As an agency, we work with a lot of start-ups, owner operators and retailers throughout Australia, The United States and Singapore. If there’s one thing we’re good at, it’s creating bespoke unconventional, innovative and low cost ideas.

 

The options are endless when it comes to Guerrilla Marketing and whilst there are literally hundreds of executions. Let’s break it down into two categories: Ambient and Experiential.

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AMBIENT

Ambient media is now firmly entrenched in an industry where jargon is the norm, it can be defined as a hybrid form of out-of-home where your product or service is advertised at unconventional places. Due to the mediums youthfulness there is ample opportunity to let your imagination run wilder than Grant Hackett on an airplane. Whether it’s Transformers in Times Square or Velociraptor’s in the carpark of 2Day Hit 104.1 – there is no limit to where your imagination can take you.  

However, if Velociraptor’s aren’t a good brand fit there are several other popular ambient mediums that are a little safer: street posters, graffiti, chalking, stickers, digital light projections, aerial advertising and mobile street media, to name a few. 

 

When planning your next out-of-home campaign, consider Ambient for the following benefits:

  • Virality
  • Cost effectiveness
  • Attention grabbing
  • Limited regulatory compliance issues

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EXPERIENTIAL

Experiential Marketing is where things get interesting, it’s a form of advertising that predominantly takes the consumer on a journey of brand experience. Experiential corners the product or service and aims to engage as many other social senses as possible.

Ultimately, the purpose of experiential marketing is to create a conduit of expressive connection between the consumer and the brand whilst influencing decision makers on their path to purchase.

Because experiential marketing influences consumers across several levels, it can focus a purchaser on a brand message relatively quickly. Therefore, in today’s tech-addicted age, it is the perfect environment to engage consumers who exhibit a shorter span of attention. If the campaign is successful, the consumer who reacts to the messaging ultimately ends up moving from a passive respondent to a brand evangelist.

Engagement is key when it comes to planning and executing across this medium, engagement in turn brings about chatter online and offline and will ultimately lead to new customers.

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Guerrilla Marketing is like any other channel, you have your goals and your consumer profile, the rest is only limited by your imagination – whether it’s ambient campaigns that are running across the sky or an experiential execution on Bondi Beach.

 

Contact 360DMG to find out how we can help you with your next Guerrilla Marketing campaign across Australia, the United States and Singapore.

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Topics: marketing, advertising, outdoor advertising sydney, outdoor advertising

Outdoor Advertising In Sydney: Is It Right For Your Brand?

Posted by Jodie Dimmock on Aug 11, 2015 2:00:00 AM

If you’re reading this blog, we assume that you or your company has thought about using outdoor advertising in the Sydney area, which is great, because it is an exciting medium to explore for your brand. Some of advantages of outdoor advertising include that it is:

  • Cost effective

  • Increases brand awareness

  • Has high impact and reach

  • High frequency

  • Creative and dynamic

Now that you have found an interest in outdoor advertising you need to think about where you want to place your ad. Outdoor advertising in Sydney is a great market to start in with its endless amount of spots that can reach the huge Sydney population.

When choosing a location you want to think strategically and really evaluate your options, including your budget. You also want to make sure you are placing your ads where your desired target audience will see it. So let’s delve a little more into some sites that may be appropriate for your brand.

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Billboards

The most sought out billboard sites are those along or close to major roads and intersections, which makes sense as they are what get the most amount of traffic and so the greatest reach. For example, one of Sydney’s busiest major roads, Southern Cross Drive, is a prime billboard site, if you have the budget to advertise there. These are premium spots that target traffic heading northbound and southband to and from Sydney’s CBD, International and Domestic Airports, M5 and Southern Suburbs.

 

Transit

Advertising on Sydney’s transit network can be incredibly effective for campaigns. Transit is a good option for your campaign because it offers you movement, with your advertising and creative changing locations constantly. As well as this, the movement of buses or trains tends to grab your audience’s attention more easily because the advertising is more eye catching than the car in front or the train station platform. Think of all the commuters who travel to and from the CBD on a daily basis by bus and train; that’s a lot of potential eyes on your ad.

 

Retail

If you are thinking on a smaller level, or not sure if billboards or transit options are quite right for you, retail advertising is also an outdoor platform available. Within shopping centres and retails stores, this advertising can reach your customer when they are at their most likely time to purchase your brand. With 72% of Australians being swayed towards a product purchase because of outdoor advertising, this is definitely an effective option.

Sometimes the biggest challenge with outdoor advertising is getting sites and placements at rates that you can afford. This is where the negotiation and experience of a marketing agency can help immensely. With greater buying power and established relationships with media suppliers, an agency can help get a much better deal on your placements than what is offered at market rate. This can also result in package deals with bonus placements and sites that will reach a larger portion of your audience, resulting in a more effective campaign.

Contact us today if you would like to find out more about how we can help with your outdoor advertising in Sydney, or download our free eBook below for the 10 questions you should ask your marketing agency today! 

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Topics: outdoor advertising sydney, outdoor advertising

Outdoor Advertising In Sydney And Why It Works

Posted by Jodie Dimmock on Aug 4, 2015 2:00:00 AM

Ever considered spending some of your marketing budget on outdoor advertising? Are you based in the Sydney market? Well, if you answered yes to both of these questions, let’s see why this combination can be so effective for a brand, used by itself or in conjunction with other mediums.

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In general, if done correctly outdoor advertising has the potential to benefit any industry. However, in recent studies certain industries have shown to do exceptionally well. The industries that benefit most from the use of outdoor advertising are:

1. Finance
2. Retail
3. Entertainment and leisure
4. Communication
5. Travel/Accommodation

Outdoor advertising in Sydney usually consist of billboards, transportation and retail spaces and in the Sydney market, there are ultimately a lot of options and sites to choose from.

But, how do we know outdoor advertising actually works? Let’s take a closer look.

 

The Stats

Ooh Media and APN Outdoor[JD1]  have conducted research which very much supports the use of outdoor advertising for a brand. Some of these statistics include:

  • Every 2nd ad a person passes in an airport is looked at and interacted with for 2 seconds

  • In shopping and retail centres every 2nd ad that a person passes will be looked at it and then looked at a second time.

  • Of all Main Grocery Buyers from households, 62% of them notice advertising signage in the retail space.

  • 97% of views of outdoor advertising occurs when the site is front on, as people don’t have to look up.

  • 81% of drivers notice Billboards on key arterials and major motorways, which means 4 out of five people driving will see them.

From these statistics it is quite clear to see how outdoor advertising can really benefit your campaign efforts. Outdoor adverting work great for campaigns that are trying to build brand awareness. It allows you to be bold, creative and loud with your advertisements to gain the attention of your audience and hold it. So outdoor advertising in Sydney, naturally, takes advantage of all these features for either static and moving sites or vehicles. When paired with some of the above statistics, it is easy to see why a brand awareness campaign could be so effective, especially with the location of some of Sydney’s outdoor sites. Near airports, major roads and large shopping centres, Sydney’s outdoor advertising potential is almost endless and reaching your audience can be quite easily guaranteed.

With some of these mind blowing statistics, along with many of the other benefits of outdoor advertising, you can’t ignore its use in the Sydney market. You can suit it to a range of budgets, sites and forms. Whether it is billboards, transit or retail options you are after, you will be able to find something to achieve your campaign goals and objectives.

Want to know more? Contact us today and we can talk about getting outdoor advertising in Sydney working for you. Or, why not download our free eBook that will provide you with 10 questions to ask your marketing agency to determine if they are giving you the service you deserve.

 

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Topics: outdoor advertising sydney, outdoor advertising, outdoor marketing

7 Benefits Of Outdoor Advertising

Posted by Jodie Dimmock on Jul 18, 2015 2:00:00 AM

What is the first thing that comes to mind when you think of outdoor advertising? For most people, a picture of a big billboard along the highway or on a business building in the city pops in to mind. But outdoor advertising is actually much more than these big, colourful billboards. It can be, but is not limited to, phone booths, taxis, shopping centres, benches, trains, buses and transit lines.

Outdoor or occasionally referred to as Out-Of-Home advertising, is communication with people while they are out of their home. Nowadays people are spending more time away from home and so outdoor advertising has the potential to reach active consumers. The benefits of outdoor advertising are almost endless, but for time sake we have compiled a list that, in our opinion, are the top 7 benefits of outdoor advertising.

 

Outdoor Advertising Is High Impact

Unlike other mediums, outdoor advertising does not need to be invited in. Outdoor advertising is part of the environment, therefore cannot be turned off like television and radio. The viewer has no control on whether they see it or not giving your campaign more impact for a longer period of time than the viewer may expect.


It Demands Attention.

Outdoor stands alone so it doesn’t have to compete with other ads like other mediums. Often big in size, outdoor advertising makes itself very visible at both close and large distances. They tend to also be creative and expressive which tends to gain more attention amongst consumers.

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Outdoor Advertising Can Be Very Cost Effective

Outdoor Media Association, performed a studied and found that outdoor advertising delivers a high Return of Investment in all categories and the higher the budget spent on outdoor advertising the larger the ROI.

 

It Has A High Reach With A Mass Audience

This is a great marketing platform for brands or business that are trying to reach a broader audience. Outdoor advertising is public and has access to consumers that can sometimes be difficult to reach. Like younger users, busy business people and lower income consumers may not have access to traditional mediums, so outdoor advertising is a great way to reach them.

 

It Impacts The Path-Of-Purchase

According to APN Outdoor, 70% of purchases are occurring outside of the main shopping and retail centres. Location is everything when it comes to outdoor advertising because it impacts across all stages of the Path-to-Purchase. Research collected by the UK’s Outdoor Media Centre (OMC) shows that outdoor advertising is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping.

 

Outdoor is an engaging medium

Unlike most mediums, outdoor is actually liked by consumers. Research from APN Outdoor, found that 71% of Australians preferred buses with advertising than those without and that 36% stated outdoor advertising as a welcome distraction.

 

Outdoor advertising is a team player in the marketing mix

Outdoor advertising can and has been proven, to work best with other mediums. The impact and reach of outdoor advertising is greater and can remind the consumer of the message across other media.

Outdoor advertising can offer brands and companies a fresh and creative approach to reaching consumers.  If you’re interested in one of the benefits listed above contact us today and see hpw we can help you with your outdoor advertising. We would love to navigate your journey through finding the appropriate and most effective outdoor advertising for you and for your budget. 

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Topics: outdoor advertising benefits, outdoor advertising sydney, Benefits Of Outdoor Advertising, outdoor advertising, outdoor marketing

The Basics to Outdoor Advertising in Sydney

Posted by Amy Baker on Jun 16, 2015 2:00:00 AM

Currently outdoor advertising in Sydney is a huge market and has great potential to boost your advertising efforts. There are numerous spots to choose from, depending on your budget and market. And with the right know-how, it can be an extremely cost-effective advertising choice. 

The primary types of outdoor advertising in Sydney include transport, billboards, and public places.

Transport

Using transport for outdoor advertising is a great way to reach your audience when they’re on the move; options can include bus wraps, taxi backs, and train stations. APN Outdoor currently offer a range of options from full bus wraps to fullbacks. They also offer options for trams and double decker buses.

Trains can also be used to reach out to your audience, during the working week: 11.2 million people travel by train and spend 21% of their time at the station looking at advertising around the platform.

Torchmedia and APN Outdoor offer options such as maxi views, portrait views, and track views. Taxis are almost always on the move, traveling to many areas and bringing exposure to many people.

ROVA Taxi Media are a vendor for taxi backs throughout Sydney, your ad can be seen 24 hours a day and generally can be seen from 40 metres away. Bus shelters can be seen by pedestrians and motorists and also can take advantage of digital displays with interactive options and facial recognition, which will engage your audience.

Adshel provide many alternatives to standard bus shelter advertising turning them into memorable experiences, examples include turning bus shelters into theatres, banks, and farms.

 

Billboards

A billboard gives a brand great exposure to the public, 81% of people notice billboards and 74% also see billboards several times a week. Billboards can either be digital or static, each have their own benefits. Digital can be attention grabbing, time specific, interactive, and flexible.

APN Outdoor offer digital billboards while Adshel focus on providing digital displays throughout major Sydney train stations and bus shelters. Static on the other-hand are cheaper than digital billboards, and if placed correctly cannot be missed. APN Outdoor and ooH Media provide a variety of locations and billboard types.

 

Public Places

By advertising in public places you can reach your audience right before they intend on buying something, for example outside of a supermarket or at a petrol station. Torchmedia offer in-isle advertising with the use of fins, these can offer a unique and engaging medium for your brand. For example they can feature the use of near-field communication for people to scan the fin, scratch and sniff for detergent products, product samples, feature windows, and motion-activated lighting to capture shoppers attention.

Shopperscapes can also be used, reminding people of your product as they walk from car to store. Petrol stations deliver many options also including on the pumps, upon entry, on the shop floor, and windows.

Ooh Media provide outdoor advertising in universities, café’s, sporting venues, and medical centres. The airport is another popular place for advertising it is the perfect way to reach your travelling audience, according to airport passenger data 81% of people saw APN outdoors media. APN have an array of options such as portrait and digital displays, standouts, bespoke, and externals.

 

All the mentioned forms are highly effective if they’re suitable for your specified audience. To navigate the confusing minefield of choosing appropriate outdoor advertising in Sydney contact 360 and we’ll do the hard work for you, and negotiate the right rates for your budget.

 

To find out more about outdoor advertising, download our free billboard advertising tip sheet, it's full of helpful tips for advertisers considering billboard marketing:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: taxi advertising, billboard advertising sydney, outdoor advertising sydney, outdoor advertising