Google, Facebook, Snapchat, Instagram, and Twitter all rake up billions of dollars from online advertising every year. Ironically, it’s what happens next behind closed doors that may seem surprising – they all go and spend a considerable amount of money on outdoor advertising, for their own platforms. To anyone that cruises the 101 in Los Angeles, you know what I’m talking about. San Francisco is covered in tech adverts as well, and rightfully so.
In fact, tech companies have become some of the biggest spenders in outdoor advertising. According to an AdWeek study in 2017, approximately 25% of the top 100 spenders in OOH are tech companies.
On the surface, OOH might seem like an “old-school” advertising tactic. However, once you dive into all the benefits about using OOH then you can defiantly begin to understand that’s not the case. Today, smart marketers know that OOH still has a tremendous potential reach and plenty of benefits.
One the greatest benefits, which has come to life in recent years was the integration of geolocation data to support OOH ads. By using this collected mobile data and contributing it to an ads effect outdoors, marketers can now effectively measure an ads effect and determine its ROI. Now helping marketing departments determine quality budgets.
Break-throughs in data collection via mobile phones has finally given OOH the firepower it needs to not only compete with online advertising — but to become better than online advertising. Hence, why it’s the only “traditional” advertising medium expected to grow this year.
Apple Inc., Google and Amazon.com Inc. all ranked among the top six spenders on out-of-home advertising last year. Netflix Inc. made it into the top 15, according to the Outdoor Advertising Association of America.
With the help of geolocation data, marketers today can effectively target the attention of customers — outdoors. And the biggest benefit for them is now they can get back ROI measurable’s on those ads effects in the real world.
OOH is highly impactful, it’s uncluttered, and it doesn’t suffer from the problems of other traditional mediums. Cable television these days have pausing, recording and skippable features. Online ads have fraud and view-ability problems. The best thing about outdoor advertising — is OOH ads can’t be blocked, skipped, or fast-forwarded. And they’re not controlled by a newsfeed.
Alex Bodman, Spotify’s global executive creative director, recently said that he was stunned by the number of social-media shares that their outdoor ‘Bowie-Campaign’ racked up. Spotify even won a gold award in the Cannes Outdoor Lions category, which rewards creative outdoor campaigns featuring partnerships, people and storytelling.
“If you do any outdoor campaign in a unique and creative way, all the people connected on their mobile phones will want to share it on social media,” he said. “Outdoor advertising can become social media.”
The technology and digital sectors continues to invest heavily in OOH.
One-quarter of the OOH top 100 spenders included: Amazon, Android, Apple, AT&T, Barracuda, Colloseum Casino, Comcast, Cox Communications, Cylance, Dell, Facebook, Google, Hulu, Lyft, Metro PCS, Microsoft, Netflix, Samsung, Sprint, T-Mobile, Uber, US Cellular, Verizon, Yahoo, and YouTube
The use of mobile data from a third-party provider in order to detect which mobile phones pass by a vehicle wrap now creates a reasonable call to action for marketers to feel ok with spending money on paid vehicle advertisements. All the benefits of using vehicle wraps is now there. People have on numerous occasions reported that they like, believe, and trust outdoor ads more than online ads. To go even further with that — people have stated that they remember a vehicle wrap better versus a billboard: 96% said fleet vehicle wraps had more of a impact than other forms of outdoor media, such as billboards and 97% of respondents remembered the ad on a car VERSUS only 19% for a billboard.
“Things that people can physically see and touch are much more believable,” said Chris Garbutt, the global Chief Creative Officer for the TBWA agency, which works with top tech companies including Apple and Intel. “It makes sense for these tech companies to use outdoor advertising” he said.
Vehicle wrap campaigns showcase both the effectiveness of OOH in building brand recognition and connecting to consumers who are offline. According to a recent study conducted by The Advertising Research Foundation, it noted on the importance of focusing on a media mix, rather than just buying one platform. The most optimal media mix includes 22% digital and 78% traditional media.
With the potential of hitting between 30,000 to 70,000 impressions a day – it is time for more marketing professionals and business owners to understand the potential ROI from OOH. The biggest tech companies have already began to notice its benefits. Over 75% of ad impact is determined by creative quality. Making creative more important than ever. Fleet vehicle wraps are a creative, impactful, and effective way to get people to go online.
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