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

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

On The Move: The Benefits Of Scooter Advertising

Posted by Amy Baker on Nov 8, 2014 4:00:00 AM

Businesses are constantly searching for ways to gain a competitive edge over their rivals. In terms of marketing and advertising, there is an abundance of avenues through which this can be achieved. When trying to reach and eventually attract large audiences, businesses often look towards the big players in TV, radio, newspaper and even online to achieve their respective goals and targets. But why not outdoor advertising? Or more specifically scooter advertising?

Scooter advertising has a large reach

The effectiveness of any advertising is concerned with its ability to reach as many of the targeted audience as possible, and more often than not, in the most cost-effective fashion. While the merit of using traditional mediums has been proven time and time again, you generally get what you pay for, and for many small businesses this may not always be the most practical or beneficial method for them. There are a host of benefits to be shared by implementing alternative outlets that mainstream ones cannot provide. In regards to scooter advertising alone, Media-V lists targeted reach, flexibility, cost effectiveness, high impact, and versatility as its key benefits.

One of the simplest ways to distinguish yourself from your rivals is to simply be different. While other examples of outdoor advertising including billboards or bus-shelter advertisements have the potential to be ignored or overlooked, the unique nature of mobile advertising commands attention. The eye-catching, innovative and eco friendly qualities ensure that distinct, lasting messages are delivered to your target market.

Scooter Marketing

Mobile outdoor advertising

Mobile outdoor advertising provides a unique opportunity for advertisers to reach targeted and segmented audiences based on factors such as their geographical environments or lifestyle choices. Thus, with the enhanced flexibility afforded by Scooter Advertising at your disposal, your business will have the opportunity to control the timing, frequency and location that your advertising is seen. The trailers and moulds themselves also have the capacity to be altered towards your business needs, allowing greater flexibility for design.

By using this method for your business, you allow for precise geographical targeting in areas of high foot-traffic in locations that your target demographic will be, and at times when potential audiences are at their peak. However, not only can you pinpoint the location of your campaign to target areas that your desired audience frequent, but also leverage off a range of special events and product launches to further increase the impact of your advertisement. If looking to get involved with taxi or bus advertising, check out our blog on that specific topic.

Scooter Advertising

Scooters are manoeuvrable

The nature and design of scooters themselves provides a degree of manoeuvrability not seen with other outdoor vehicles like trucks and buses, giving this style of advertising yet another distinct advantage. You’re Scooter Advertising can simply navigate where others cannot! At the same time you have an unrivalled capacity for adaptability, permitting you to alter the schedule in cases of unforseen events or lower than anticipated reception.

As I mentioned earlier, effective advertising generally sees the maximum amount of exposure to your target market within the budget of your business. This notion is exemplified within this unique style of marketing, giving you the best possible return on investment. While the most popular locations and timeslots are typically reflected by the premiums you pay, this mobile platform allows prime-time advertising at a fraction of the usual cost. The fact that Australia’s leading scooter operator Media-V requires no minimums or forced packaging, allowing you to tailor your next campaign to suit the budget of your business, is just another reason to get involved.

 

How to use scooter advertising

Despite many advertising solutions being available to your business, none can afford you the flexibility, cost effectiveness and competitive edge quite like scooter advertising. If you require a lower cost, specific placement, or any general advice regarding this unique form of advertising so get in contact with us today!

 

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: outdoor advertising benefits, targeted marketing, scooter advertising benefits, scooter advertising, scooter advertising Sydney, outdoor advertising, outdoor marketing

Outdoor Advertising: Is Your Ad Money Blowing Away In The Wind?

Posted by Amy Baker on Dec 13, 2013 8:00:00 AM

Outdoor Advertising Offers A High Return On Investment

It’s true that outdoor advertising is expensive. However, the return on investment can be very high – if you advertise the right way. Print ads may be dying due to online marketing, but life outdoors as just as grand as ever. Small businesses that fail to see a return on their investment usually don’t do the necessary research and homework before purchasing a billboard or other type of outdoor ad. It’s easy and affordable to optimize your ad spend with the right data, so make sure that you’re prepared before inquiring with an ad agency.

If bus shelter ads cost too much, then find out where they are taking the bus to, figuratively speaking. Meaning, it makes more sense to purchase a very small and inexpensive ad, at a location where a smaller number of your specific demographic is likely to be, rather than a large and pricey ad at a place where there are simply a ton of random people who may not have anything to do with your product. Today, it’s more about niche targeting rather than the old school approach of flinging a bunch of stuff at any old wall and seeing what sticks. It’s less of a numbers game, which is why for the small business owner, less may indeed be more when it comes to outdoor advertising.

Outdoor Advertising

If you are willing to make the effort to better understand and connect with your customers, then outdoor agencies have the right products for you. For example, digital billboards allow you to change your message weekly, daily or hourly. When we’re online, it’s easy to capitalize on current trends and events – but what about outside in the real world? With digital billboards, it’s now possible. Consider the possibilities of being able to change your billboard by the hour – morning, afternoon and night, and how those times align with your sales data and analytics.

 

Integrate Digital Marketing With Outdoor Advertising!

In the past, outdoor advertising meant that if a consumer was intrigued by your ad, then they still had to wait until they got home to learn more. Today, however, smartphones have actually made outdoor advertising more effective. According to APN Outdoor, 44% of survey respondents seek brand and product information whilst out and about, through their smart phones and tablets. At the same time, 50% actively notice ads outdoors and 36% say that outdoor advertising is actually a welcome distraction. Although print ads are dying, the combination of mobile technology and more active lifestyles means that outdoor advertising may be better than ever.

It’s not enough to acknowledge that your customers frequent airports, for example, and therefore you should set up a billboard in an airport. For example, according to MOVE (Measurement of Outdoor Visibility and Exposure), they measure ad effectiveness at a variety of areas inside an airport: check-in counters, security screening, retail areas, baggage claim, taxi ranks, club lounges, food courts, airport entrances and arrival/departure gates. Again, the small business owner who makes the effort to gain greater insight into their customers will likely have a better experience than the business owner who haphazardly throws an ad up without the necessary due diligence.

 

So is outdoor advertising worth the price?

Today’s consumer is more informed than ever before, as well as more resistant to hype and fluff than ever before. That’s why content marketing is so popular now – it’s all about providing people with valuable, practical information or an inspirational and entertaining story. Many companies will throw down thousands of dollars on outdoor advertising, yet if they’re sending the completely wrong message, then what’s the point? As a small business owner, you know that good judgement is something that money can’t buy. The cost and effectiveness of your outdoor ad, in many ways, comes down to you. Ask yourself: in the end, does this ad serve me, or my customers?

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: billboard prices, outdoor advertising, billboard advertising, billboard marketing, outdoor marketing, cost of outdoor advertising, billboard Sydney