What is Outdoor Advertising?
Outdoor advertising, also called out-of-home (OOH) advertising is any type of advertising that reaches people when they are outside their homes. It primarily targets consumers who are on their way to work, using transportation or in busy locations. It includes various formats such as billboards, transit displays, street furniture ads, digital screens, and signage on buildings, vehicles, and sports stadiums.
Advantages of Outdoor Advertising
Outdoor advertising offers several advantages, the first being nonstop brand exposure. They are visible to the public eye all around the clock and will not go unnoticed. Most of us find online advertisements a constant hassle when they appear on the phone. Contrary to this, outdoor advertisements like banners and signboards are non-intrusive in nature. Brands can reach both large and target specific audiences through strategic placement of these advertisements. For example, it is wise to display a job hiring ad near educational institutions or a discount sale ad in mall premises. Lastly, outdoor advertising has the potential for extended exposure, as people pass by the same ad several times a day.
However, outdoor advertising has its challenges as well. Here, we’ll explain the 6 major challenges of outdoor advertising that every marketer/brand needs to be aware of.
Challenges of Outdoor Advertising
High cost of advertising
Oftentimes, outdoor advertising is an expensive option for companies and brands. Placing billboards in prime locations like tourist areas or busy highways requires shelling out more money. Moreover, factors such as material, printing, and installation costs must be carefully considered when budgeting for outdoor advertisements
Limited visibility
Outdoor advertisements can be less noticeable at night and during harsh weather conditions such as heavy rain, fog, or extreme winds. Brands can opt for electronic signs and light reflective materials to overcome this challenge.
Tracking audience demographics
It is very challenging to measure ad performance results in the case of outdoor advertising. Not every passerby engages with outdoor ads, resulting in inaccurate data. You can use alternative strategies such as QR codes and geolocation data to track audience response.
Vandalism
Outdoor ads often face vandalism through graffiti, unauthorized modifications, and intentional damage, which negatively impact their appearance and message. Environmental factors like heavy rains and storms can also cause damage. Few solutions are surveillance cameras and weather-resistant materials.
Design constraints
Traditional outdoor ads have limited space and time to reach the audience. They cannot be constantly adjusted or modified like online advertisements. In such situations, brands can make a quick impression on the audience by using striking visuals, bold colors and catchy messages.
Language diversity
The multilingual nature of India poses a challenge for outdoor advertisements. Advertisers can incorporate multiple languages and visual elements to convey their messages across a large audience. Considering local languages, events, and cultural references helps connect with specific communities effectively.
Now that we know some of the challenges faced by outdoor advertising, lets also discuss how to overcome or manage these challenges and make your outdoor ads more effective.
Challenge | How to overcome it? |
Higher cost of printing, renting ad spaces and maintenance | Careful budget allocation and targeted placement |
Reduced visibility at night and during harsh weather conditions | Opt for electronic signs and illuminated displays |
Difficult to track audience response | Technology driven solutions like QR codes and geolocation data |
Vandalism and environmental damage | Surveillance cameras and weather resistant materials. |
Need to reach the audience in a short time | Usage of striking visuals and catchy messages |
Language diversity | Localization and using visual content |
Wrap-up Tips:
Despite its various challenges, outdoor advertising is still very relevant. Outdoor ads are a great way to boost brand awareness and convey clear messages to the consumers. Advertisers need to step up their game by adopting innovative strategies such as digital technologies and localization to create maximum impact on the audience. You can consult an experienced advertising agency such as Buymediaspace to navigate the challenges associated with outdoor advertising.
