Five Reasons Out-of-home Advertising is Gaining Momentum

Out-of-home advertising is projected to grow in 2014 and in the years beyond, thanks to advances in flat screen technology and digital displays. New devices are spurring the creation of eye-catching ads in public areas, causing marketers to adjust their ad campaigns and marketing strategies. In particular, there are five reasons why out-of-home advertising is gaining momentum.

High-quality Video Screens

Video screens that are durable, thin and display high-quality images are changing the way consumers view information. Digital devices can replace banners, posters and other print media that once dominated out-of-home advertising. Many of these digital devices have audio features, adding another dimension to ad campaigns that can capture consumers’ attention. Also, high-quality video screens can be used to feature multiple ads, making them more versatile than print ads.

Interactive Advertising Features

Print ads rarely have any type of interactive features, but digital devices can have touchscreen options to gain consumers’ attention and generate leads. For instance, a drawing to win a prize can be added to a digital device, allowing consumers to use touchscreen features to enter their information. Other interactive features such as games, which can be projected to wide audiences, also help in grabbing consumers’ attention.

Lower Advertising Costs

Since digital devices can display any number of ads, they cut down on the cost of advertising. Print ads are typically good for one campaign only. Posters and billboard signs have to be taken down and re-printed if there are changes to ads or prices. Digital devices don’t have to be taken down, remounted or re-designed. Instead, their programing has to be changed slightly in order to display new images, ads or promotions. This can save advertisers a lot of money over the long run.

Higher Market Penetration

Given the population density of most major U.S. cities and other major metropolitan areas around the world, out-of-home advertising has the power to reach large numbers of people. This helps advertisers penetrate their target markets, by displaying ads in the high-traffic areas that their customers frequent. For instance, ads for luggage or travel-related products displayed in busy airports have the power to capture the attention of passersby interested in new luggage or travel gear.

Captive Audiences

Even though digital devices are revolutionizing out-of-home advertising, traditional print ads and banners are still proving effective in areas with captive audiences. For instance, fans at ballparks are likely to see banners on outfield walls and in stadium hallways. Captive audiences are a prime target for out-of-home adverting, because marketers have a wide audience to promote their products, services and brand image to.

As the out-of-home advertising industry continues to evolve, consumers will see new types of ads in waiting rooms, train stations, airports and other public areas.  Given the foot traffic in public areas, ads in these places have the potential to capture customers’ attention and generate leads for future sales.

Resources:

(1)    The Economist: Out-of-home advertising — Billboard boom
(2)    Forbes: Out Of Home Ads Still Growing
(3)    The Wall Street Journal: Clear Channel Outdoor Showcases Power of Integrated Out-Of-Home and Mobile Advertising at Cannes Lions 2014
(4)    The Irish Times: Boom in out-of-home advertising as banks increase their spend by 200%

Lisa Padilla on Get Nerdy With It by Jennifer Ruggiero

Get Nerdy With ItI did a 2-hour podcast with Jennifer Ruggiero and have a 30-minute clip for you here.

Jennifer is more the friendly voice of Get Nerdy With It but has worked almost exclusively for Sprint since 1998 (respect!). She has a great deal of telecommunications knowledge and a thirst for new and better technologies. She is a regular on Brad Techwebcast, an Australian tech podcast and will soon be joining Lisacast for an in-depth interview.

This clip covers our love of smart phones and habits with them, privacy versus transparency and capital threats, Musicians Guild, a music startup Fred Davis is working with, along with David Brooks, ex-Salesforce AppExchange king (more respect!), and NamePlace, my new startup launching later this year.

I Got Nerdy With It (“It” Being Jennifer Ruggerio)

2 hours. That’s a record. Not for continuous nerd talk, but for a recorded version that stretched from North Carolina, to Texas, to here in California. Listen below if you dare. Share if you care.

Get Nerdy With It

Thank you, Jennifer. Hope to have you on Lisacast soon!

Selected Lisacast Shows

I’m rebroadcasting a few shows, in case you missed some of the better ones:

Lisacast with Guest Vipul Vyas of Skewz.com
Lisacast with Guest Jeff Robbins of Lullabot
Lisacast with Guest Juan Carlos Soto
Lisacast with Guest Marla the FlyLady
Lisacast with Guest Marcien Jenckes, Voxant
Lisacast with Guest Michael Leach
Lisacast with Guest Jon Hammond
Lisacast with Guest Alan Levy, BlogTalkRadio
Lisacast with Guest Steve Gal of ProQuo.com
Lisacast with Guest Daphne Kwon
Lisacast with Guest Liad Agmon of Delver
Lisacast with Guest Gina Bianchini, CEO of Ning.com
Lisacast with Guest John Battelle
Lisacast with Guest Don Pierce of Micoy
Lisacast with Guest Elad Yoran of KoolSpan
Lisacast with Guest Jeff Crigler, Voxant CEO
Lisacast with Guests from NY to South Korea
Lisacast with Guest K. Daniel Glover of Aircongress.com
Lisacast with Guest Noam Lemelshtrich-Latar
Lisacast with Guest Thomas Frostberg, Editor-in-Chief and Co-Founder of Rapidus
Lisacast with Guest Sean Wise of WiseMentorCaptial
Lisacast with Guest Rafe Needleman of Webware
Lisacast with Guest Rafael Martinez Alequin
Lisacast with Guest Lee Dryburgh, eComm
Lisacast with Guest Thomas J. Buckholtz, PhD
Lisacast with Guests Claire Ulrich (Le Monde) and Thierry Bezier
Lisacast Interview: Dr. Wong
Lisacast Interview: Dr. Wang, Georgia Tech
Lisacast Interview: David Fox
Lisacast Interview: Dr. Julian Vincent, University of Bath

Lisacast interviews

Do you have a suggestion for a guest on Lisacast? Email me.