Outdoor Advertising and Social Media: A Perfect Match
Cross-media marketing refers to the use of multiple advertising platforms. It’s very common, most organisations don’t stick to just one form of advertising, especially in today’s world where there are so many different advertising options.
However, what a lot of organisations aren’t aware of, is which types of advertising REALLY work together. What combination to use to get the most bang for your buck?
There’s far too many options to talk about in one blog post so we’ve picked just one, and it’s a really good one: outdoor advertising and social media.
Combining these two forms of advertising really does work. Lumen Research found in 2019 that combining out of home advertising with social media boosts spontaneous brand recall by 125% and boosts engagement by 52%. This shows that by pairing OOH and social media, organisations can well and truly optimise their results.
While success lies in sharing content created for social media alongside putting up OOH ads, it’s also important to remember that OOH ads aren’t just for outdoors. Firefish found that 39% of consumers have shared OOH adverts on their social media and 71% are likely to. This means that it’s not just brands who share their OOH messages online, consumers are literally doing it for them.
The more exciting and dynamic an OOH ad is, the more compelling it is to share. Today’s young consumers value experiences over possessions, meaning that if they have a positive experience with an OOH ad, they want to bring it to social media where their connections can also experience it.
OPEN Media‘s #choosetochallenge campaign for International Women’s Day 2021 is a very successful example of how media owner’s can use clever content to create a buzz both on and offline. Their campaign saw their portfolio of UK digital out of home sites featuring inspirational messages from women leaders, dedicated to raising awareness for the cause. Photos of the sites were shared across social media by OPEN Media and the women themselves, as well as their proud friends and family.
Dallas Wiles of JCDecaux says “… The public screen and private screen can work together to give brands the best of both worlds.” And at Billboards.im, we couldn’t agree more