3 Examples of Social Media-Worthy Outdoor Advertisements

It’s important to see how social media enhances outdoor advertising and vice versa. Many companies are making their ads more “shareable” and social-media friendly. Here are three examples of social media-worthy outdoor advertisements.

Many look at the relationship between outdoor advertising and digital advertising as combative. We already know that out-of-home advertising works (here’s why). However, it is important to see the ways that the digital world enhances traditional ads and vice versa.

Think about it. New York City is the most photographed city in the world. Times Square explodes with colorful billboards and signage, both day and night. People flock to the displays, while taking pictures with their phones and sharing them on the web for the world to see. When advertisements are usually clever or visually appealing, viewers want to take pictures to share with their friends and followers.

Because of this, many companies are actually making their outdoor ads more social media-friendly and “share-worthy.” By being eye-catching, artistic or allowing for viewer participation, many advertisers are connecting traditional advertising with social media.

Here are three examples of advertisements that use social media “share-ability” to be more appealing or broaden their reach:

1. Delta Airlines x Tinder = The ‘Dating Wall’

Tinder and Delta Airlines teamed up to create the ultimate outdoor advertisement for social media use. The “Dating Wall,” located in Brooklyn, was comprised of images of popular travel destinations. The point? Audience members were meant to take selfies with one of the destinations as the backdrop and upload it to Tinder, creating a much more eye-catching “Tinder pic.” This campaign promoted both brands in a fun way that allowed viewer participation via social media.

2. Spotify’s ‘2018 Goals’

For its “2018 Goals” campaign that took place in 2017, Spotify used humor to appeal to its audience. The streaming company was able to use users’ listening habits to create a memorable series of hilarious and relatable outdoor ads. The campaign attracted both real-life and Internet attention, because they’re the perfect ad to share with a friend for a good laugh.

3. ‘David Bowie Subway Takeover’

social media-worthy outdoor advertisements

social media-worthy outdoor advertisements Bowie pic

Spotify is a champion of memorable ads. In 2018, the company set up a month-long art installation in an NYC subway station to celebrate the late David Bowie. The campaign featured both a photo-worthy portrait of the star and information about what he loved to do in NYC. Soon, photos of the art quickly popped up all over social media. This ad was especially appealing, because it made a normally mundane spot much more interesting.

4 Effective Outdoor Advertising Tips From the Pros

Outdoor advertising is one of the oldest and most prominent ways for business owners to market their products and services. Effective outdoor advertising is a great way to impact audiences consistently and on a large scale.

Outdoor advertising is one of the oldest and most prominent ways for business owners to market their products and services. Effective outdoor advertising is a great way to impact audiences consistently and on a large scale.

However, with the overwhelming amount of sensory overload around us, it’s difficult to catch a consumer’s attention. That’s why it’s important to know how to use outdoor advertising effectively. This article will look at the various types and provide tips for effective outdoor advertising to make sure your advertising is bringing in customers.

Types of Outdoor Advertising

There are many different types of outdoor advertising. They include:

  • Billboard advertising
  • Point of sale displays: Usually found near the checkout counter to attract impulse buyers
  • Street furniture: Advertising found on bus shelters, kiosks, telephone booths, etc.
  • Mobile billboards: Found on the side of a truck or bus
  • Guerilla advertising: Low cost, unconventional marketing and usually involving an outdoor public display

Outdoor marketing is an effective way to market. However, when it is not done correctly it only serves to promote brand awareness, not to bring customers in the door. Outdoor advertising usually delivers a limited amount of information to customers that must be absorbed in a short amount of time.

Therefore, it’s important to keep the message you’re sending through this type of advertising short and to the point. Expect to follow up with indoor advertising, such as direct mail, radio, print and the internet to effectively get customers to buy your product.

Cost of Outdoor Advertising and Its Effectiveness

Outdoor advertising is not cheap, and you will pay more if you choose to advertise in a visible, busy space. Although the cost can be high, this is necessary if you want to ensure your ad is seen by a large population of people.

Also, the size of your sign will also be a major factor in the cost and effectiveness of your advertising. If your sign is not easily visible by your target audience, even the best advertisements wont make an impact.

A system called Gross Ratings Point (GRP) tells how effective your advertisement will be. Your GRP is a number that ranges from 1-100. A GRP of 50 means at least 50% of the population will see your advertisement at least once a day. Advertising with GRP of 50 is expensive, especially in major cities.

Tips for Effective Outdoor Advertising

Even if you have a great space to market your product, the marketing you use must stand out. Here are some tips that will help your advertisement get the results you’re looking for:

Make Your Advertising Sharable:

Think outside of the box to make your advertisement stand out from the competition. This is a great way to increase your reach as your advertisement will generate its own advertising, organically. For this consider bold marketing, creative digitals or experiential advertisements to make an effective impact on consumers.

Go for High Traffic Sites:

As mentioned earlier, high-traffic sites cost more than ones in quieter spots. Although, it may be tempting to go for a less expensive option, limited exposure is a waste of money. It’s a better investment to go for the more expensive, high-traffic sites.

Look at the Competition:

Look at what the competition is doing for inspiration. This way you can analyze what is working for them and what is not. By doing this you can strategically design your campaign for success.

However, be careful not to put your attempts at a good marketing campaign in jeopardy by calling out your competition. One example of this is when Audi put up a billboard advertising their latest car with the slogan, “Your move BMW.”  BMW then responded a week later with an ad featuring their latest car which simply read, “Checkmate.”

Keep it Simple:

Effective outdoor advertising serves to give information quickly. So, send a message that can be absorbed in just a second or two. Keep text as limited as possible— around six words is best. If the image is giving the reader information, try not to duplicate it with your text. Because an image may serve to grab consumers’ attention more than anything, focus on making that a stunning focal point that tells a story. People are highly receptive to imagery, concentrate on relaying your message this way.

Outdoor advertising is a great way to market your product. However, if you do not use it effectively, it’s a waste of money. Most importantly, do your research before putting yours up. When advertising is done correctly, your company will benefit tremendously.

 

What’s the Deal With Billboards?

I just got back from a fantastic — however, too short — trip to the Adirondacks. I unplugged, did some hiking, and regularly wondered during my drive up north why certain marketers still feel the need to invest in billboards.

You know they’re going to have a decent snack aisle there. | Credit: Wikimedia Commons by Colin

I just got back from a fantastic — however, too short — trip to the Adirondacks. I unplugged, showed my boyfriend one of my favorite places on earth, did some hiking, played in a ridiculous 3-inning wiffle ball tournament with my cousins and regularly wondered during my drive up north why certain marketers still feel the need to invest in billboards.

Now, don’t get me wrong … the billboards that alert you to an upcoming deluxe truck stop in 10 miles, or a brewery and restaurant two exits away are 100 percent okay by me. They provide travelers with quick information that is actionable 98 percent of the time. Good deal.

However, the billboard for a digital agency that I saw on 95 North? That is a billboard I question.

Now, I didn’t get a shot of the billboard because I was driving, and mentioning WHO it is also doesn’t really matter for this post. Why? Because I don’t know much about this company (though I just did a little googling), and I think I want to keep looking at this from a blind perspective. So let’s get back to that.

The billboard hails the company as an expert in SEO, PPC, social, Web design … all things that are digital, pasted onto essentially a huge sign by the interstate. And sure, we see display ads everywhere: bus stop shelters, inside train cars, on subway walls. But in most of those settings, the prospect is sitting or standing still, can take in the information, and if there is a call to action, can take it.

Because they’re not driving a vehicle 72 mph down the highway.

I’m not sure how many people are going to be able to take action on a billboard like that. Perhaps if they drive that way to work every day, the name will stick in their heads and they’ll remember to look the company up once they get in the office … maybe. Depends on how gnarly that inbox is.

But I certainly hope I don’t see someone looking this company up on their phone as they floor it to get to work on time.

So I ask: Why? What’s the point for this kind of advertising? On one hand you might tell me that this company sticks out among the Utz pretzel and various beer billboards (all brand exposure focused), and on the other hand I’ll say that I don’t know if I can trust a company who sinks cash into billboards. And don’t get me started on the billboards I’ve seen with QR Codes (thankfully, fewer and fewer nowadays).

That said, the digital billboards that Netflix had for the Santa Clarita Diet were pretty great.

So marketers tell me: Yay or nay to billboard advertising.