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%

Who Listens to Lisacast

Lisacast listeners

You’re in great company. These are current demographic statistics about Lisacast listeners.

Married 96%
Single 4%

Male 67%
Female 33%

Median Income $50,000 – $74,999 40%

Age 35 to 49 63%

Caucasian 80%
African American 15%
Hispanic 4.5%

Sales and Marketing 19%
Entrepreneurs 15%
Senior managers 12%
Consultants 9%
Journalists 8%
Authors/writers 7.50%
Web developers 7.30%

A few of my most influential followers: Om Malik, Kara Swisher, Veronica Belmont, Google, iJustine, Michael Arrington, David Pogue, Whole Foods, Tony Robbins, Dooce, Arianna Huffington, Rachel Maddow, Starbucks Coffee, Anderson Cooper, George Stephanopoulos, Steven Johnson, Cory Doctorow, Facebook, Nicholas Kristof, Ana Marie Cox, Jenna Wortham, Ann Curry, Adventure Girl, Amy Jo Martin, Southwest, David Allen, Larry King, Dr. Drew, Brandon Mendelson, American Express, Yahoo, Amazon.com, Ford, Intel, Dell, Outlet, Microsoft, Cisco Systems, Home Depot, American Airlines, PepsiCo, Apple, Coca-Cola, Smithsonian, Nordstrom, Amnesty International, AT&T, McDonald’s, Nike, CBOE, Room to Read, World Wildlife Fund, Refugee Agency, Lowe’s, Greenpeace, Staples, MoveOn.org, The Vatican

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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!

Life-long music learning

musiciansguild Musicians Guild will be on Lisacast and talking more about their philosophy for music learning, online collaboration, the music industry and the creation and distribution of music today. Meet the team…

Team
David BrooksDavid Brooks
  • 30 years in Silicon Valley and 25 years in executive management
  • 5 startups and 2 successful exits
  • 9 years product management at SalesForce (App Exchange)
  • Avid musician and composer
julian-colbeckJulian Colbeck
  • Founder and CEO of KEYFAX New Media
  • Professional musician (Yes, Genesis Revisited, Charlie) & songwriter
  • Author of 12 books and writer for industry publications
  • Creator of motifator.com
Fred DavisFred Davis
  • Founder of Ziff Davis Computer Publishing
  • Editor of several magazines (PC Magazine, PCWeek, A+, Mac User)
  • Founding team member of Wired, C|NET, Ask Jeeves
  • Avid musician

 

steve-petersenSteve Petersen
  • Architect of the Digital Media Platform for 1st 5 Apple iPods
  • Former CTO of Concert Tech, focused on organizing, recommending, & distributing digital media
  • 10 Patents in Digital Music Distribution/Sharing, Social Networking, & Mobile Computing

 

terry-shieldsTerry Shields
  • 17 years product management in the music industry and social selling
  • 14 years marketing, business development and product management at KEYFAX
  • Professional musician

Being Technology Forward (aka a Glasshole)

San Francisco #throughglass

I’m a little surprised that people seem to have widely varying opinions about Google Glass. While I’m wearing it, people blurt out “Glass!”, “Google Glasses!”, “Cyclops!”, “What is that?”, “Terminator!” and “Glasshole!”. People stop me everywhere — grocery stores, bars, the street, my doctor’s office. Wearing them is an invitation to be asked about them and I don’t mind. I’d like people to understand them better. In fact, I like when people try it on, with a couple of commands, they get the Glass experience and their eyes light up like children. Even my teenager, who, despite being so dependent on her iPhone, rejects technology…even she couldn’t hold back saying “That’s actually pretty sick, mom” and lets me wear it in public.

The press is all over Sarah Slocum’s use of Glass and her run in with some people who didn’t want to be taped in San Francisco’s Lower Haight district. I’ve been to that area, there are friendlier neighborhoods. However, just like the poster child for wearing Glass while driving, Sarah has been experiencing some early-stage device use hatred. We can get philosophical as to why: they have exclusive distribution and an unwieldy price, a clear and noble use for them hasn’t been communicated, Google has been characteristically quiet about its controversial product.

Nearly everybody has a photo and video capable phone, and nearly all of them are connected to Instagram, Facebook, Twitter, YouTube and other networks. Unlike Glass, there is no visible indication that they are being used for photos or videos. But in this town, we don’t care what you do. The things I’ve seen. Buy me a drink sometime and I’ll tell you stories. I will capture the world with Glass, with as much permission as I’ve asked for in the past with a camera, audio recorder or similar and that’s where I stand. At a time when we distrust the government because they’ve been tapping into our lives without our permission, Glass is facing some unwarranted displaced fear. It’s a smartphone you wear like glasses, not a futuristic tracking device.

It's not science fiction

And although Robert Scoble recently said he is “skeptical” about Google pushing forward with the device, I think Glass has a functional future, and I love it, however I could see another device outsmarting, out-designing, and out-penetrating Glass.

So, what’s using Google Glass like and what does it do? I’ve had Glass for 6 months, so I’ll tell you what I do with it. Some of what I do on my phone I can also do with Glass. I send and receive text messages (like sending a grocery list to my husband he can pull up on Glass, himself, and not have to take his phone out of his pocket at the grocery store), take and share photos and videos (there are multi-shots, short/long videos, and a community of Glass photographers taking interesting pictures), look up the weather (by voice) and anything else you want on the Internet. Sure, like with any new technical device, I can take photos or videos without people knowing, but let’s be real, wearing Glass is NOT discreet. And I’m no jerk, if you’re interesting enough to tape up close, trust me I’ll ask permission.

Will you get Google Glass when the price comes down and it’s made available to everyone?