Not too sure how to integrate your outdoor and online advertising? Or what benefits this kind of integration will have on your brand? The truth is, you are not alone. A number of brands do not know how to integrate the two or what kind of impactful brand awareness a successful integration will bring for their brand. That’s why we have put together this simple and effective article in knowing the benefits of doing so and how to use outdoor alongside your online ads to get the most out of any advertising campaign.
What is outdoor advertising in a nutshell?
You can’t ignore outdoor advertising. It has been around for decades, so much so that it is becoming a part of the ‘road furniture’. Simply put – outdoor advertising, also known as Out Of Home (OOH) advertising, is exactly that, advertising that is placed outside of your home, some examples include billboards, vehicle and building wraps, advertising in malls, activations and so much more.
The benefits of combining outdoor and online advertising successfully
By combining the two types of advertising effectively (both offline and online), this has proven to increase brand awareness and consumer engagement. For example, when marrying a billboard campaign with online marketing, the consumer starts to notice both platforms and this creates a solid and lasting impression, enabling them to further understand the message you are trying to convey.
In fact, recent studies have shown that people who have seen an outdoor ad or marketing campaign are 17% more likely to follow up and engage with the brand online through their smartphone. Showing how an outdoor campaign is able to serve as a great foundation to encourage consumer connection with the brand in a more direct way.
The 4 C’s of integrating offline and online campaigns
There are 4 ways to ensure that your outdoor (or offline) campaign integrates effectively with your online one:
- Continuity – When using a number of different platforms, is the campaign and message consistent across all of them?
- Coherence – Are all of the aspects and areas of your campaign connected logically?
- Complementary – Is your campaign more than the sum of its parts? (Basically, is it better than you would expect from the individual parts, due to the combination of outdoor and online increasing the quality and impact of the campaign)
- Consistency – Do all your messages support one another without contradicting each other? Is there is a clear story for the consumer to understand in your advertising?
The short-term impact vs. the long-term presence
One of the key strengths of an outdoor campaign is its high impact. Outdoor ads have become a part of the consumer’s environment and are a constant presence.
Of course, both online (social specifically) and outdoor ads have budget and time constraints. Social ads often have a shorter lifespan compared to outdoor. For example, a boosted advert on Facebook may only run for a few days (give or take). But, once the consumer has seen the advert on Facebook, they will then be made aware of it once again when seeing the billboard (running for longer than the boosted post).
Online advertising, in general, has a lifespan that is endless. So, if you combine your outdoor advert with an online campaign, then that cycle period is extended indefinitely should a consumer use their smartphone to engage with your brand after seeing, for example, a billboard of your brand’s – increasing the longevity of your brand’s presence and increasing awareness.
How to use social media with outdoor advertising
If you are able to create an innovative and striking advertising campaign, then your consumer may be inclined to share this on Twitter, Facebook or Instagram (to name a few) – furthering the reach and amplifying the impact of your advert. For example, if the ad is striking enough and well-positioned, online users are more often than not, compelled to organically share these to their online followers. They take selfies in front of them, strategically position them in their Instagram feed, and know how to share an art masterpiece when they see one. This is where location is especially important.
The trick is to use online campaigns to expand on an outdoor ad. The outdoor campaign can lead into the online one, expanding the context and message, whilst informing the consumer on more about the message and giving them more info.
How to digitally track your campaign success
If you use online channels with outdoor campaigns, then you can track the success of the ad using specialised strategies. For example, if you were to create a web page and then display a link to the page on your billboard, then you will be able to track the exact number of visits to this page – giving you a good idea of the number of people interested in your campaign.
Hashtags or a memorable URL can be used on OOH ads, driving online activity. Hashtags can also be tracked through various marketing tools – The tool you use will determine what you track and measure – this can the number of posts the tag has been used in, the impressions for the hashtag at a specific set of time, photos that have been posted using the hashtag and more.
It’s a no-brainer
Pairing both outdoor and online for an effective marketing campaign is a no-brainer. If you are looking for experts in outdoor advertising, then why not let us give you the platform you need to boost your brand’s awareness and impact?
Find out how we can be the canvas to your creative campaign – Relativ Media.