Spring not only breathes new life into the world, but it also opens up a bouquet of opportunities for outdoor advertising, allowing you to reach your customers on the move. The season of rejuvenation brings with it a vibrant canvas of colors and a renewed energy that can be harnessed to captivate audiences on the go; however, like any other endeavor, Out-of-Home (OOH) advertising during spring comes with its set of challenges. We are going to review the opportunities and challenges of reaching consumers as they start to move about again this season and explore strategies to create campaigns that drive new brand awareness, and ultimately customers, to your business.
Let’s Start with the Basics… What is Out-of-Home Advertising?
Before we jump into the opportunities and strategies of outdoor advertising during the spring season, let’s understand the fundamentals of Out-of-Home (OOH) advertising. Essentially, Out-of-Home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, refers to any form of advertising that reaches the consumer while they are outside their home. This includes billboards, arena and stadium advertising, furniture ads, airports, and posters seen while “on the go;” it also includes place-based media seen in locations such as convenience stores, medical offices, hair salons, and other brick and mortar venues.
According to survey results from the Out of Home Advertising Association of America (OAAA) and Morning Consult, nine in ten adults (88%) notice OOH ads and nearly 80% of those viewers are inspired to take action. What makes OOH particularly powerful is its ability to capture attention in high traffic areas, offering brands an unmissable opportunity to connect with audiences in their daily lives. In the context of spring, OOH advertising becomes a dynamic tool to leverage the increased outdoor activities that many people are participating in.
Opportunities and Challenges of Reaching Consumers on the go
Navigating the bustling landscape of consumer mobility during spring requires a refined approach. In this section, we will explore the opportunities that arise when targeting audiences on the move, as well as the unique challenges that must be addressed to ensure a successful Out-of-Home (OOH) advertising campaign.
Opportunities
When it comes to seizing the opportunities of reaching consumers on the move through Out-of-Home (OOH) advertising, it involves strategically placing messages in locations where individuals can readily make purchase decisions. Capitalizing on high traffic areas ensures that brands engage with their target audience at crucial touch points, fostering trust and building brand awareness. The dynamic nature of OOH advertising, whether through billboards or transit ads, becomes a powerful tool for cultivating consumer trust by establishing a visible and consistent presence in their daily lives.
Challenges
As with all marketing and advertising strategies, navigating the challenges of Out-of-Home (OOH) advertising entails addressing factors like weather unpredictability and market saturation. Adapting campaigns to withstand varying conditions is essential for sustained visibility and impact. Overcoming the clutter of competing advertisements requires innovative and strategically placed content to ensure that a brand’s message is distinctive in the eyes of the audience. These challenges, when met with resilience and creativity, become opportunities to enhance the effectiveness of OOH campaigns, offering brands a unique platform to capture audience attention and establish a lasting imprint.
Ready to Catch People on the Move?
Outdoor advertising during spring is a blooming opportunity for brands to connect with audiences in a fresh and vibrant context. By understanding the seasonal opportunities, navigating the challenges, and employing creative strategies in your OOH campaigns, you can ensure that your message resonates with the spirit of spring, capturing the attention of audiences on the go and driving new brand awareness and customer engagement to your business.
OOH advertising is not only effective in the spring, it is also a key to any marketing strategy year round. Water Bear Marketing’s Out-of-Home advertising solution ensures you reach audiences in critical locations, within your target markets, with our digital out-of-home product. Out-of-home advertising allows you to stand out, by being seen outside of the home while combining with your digital marketing efforts.
Contact us today to schedule a free advertising solution.
