The world of marketing has taken some crazy twists and turns over the last few decades. The fact that the internet has made so much information so readily available to the average consumer has created a lot of challenges for businesses looking to grow their brand. With people having access to so much information, how do you get your name out there in a way that is meaningful and impactful? How do you stand out against the competition and actually set your brand apart?
While these questions have always been at the heart of marketing campaigns, the fact that there are so many options available in the digital age has made choosing the correct method tricky. How do you know you are investing your spending your money in a way that will give you the kind of ROI that you want?
One traditional form of marketing that has lasted through the ages and continues to be popular is out-of-home media. This kind of marketing has maintained its importance in the world of business because it remains an effective way of spreading brand awareness on a scale that is hard to compete with. This kind of marketing can utilize several strategies to accomplish successful campaigns. One of those strategies is place-based advertising.
If you have been wondering what place-based advertising is, here are three powerful ways to unlock this kind of marketing and get the brand awareness you want.
What is Place-Based Advertisement?
So what exactly is a place-based advertisement, and how can it help you grow your brand awareness? Place-based advertisement is a marketing strategy that utilizes OOH, or out of home, media. This method has been shown to be highly successful and helps to bring a solution to one of OOH’s greatest weak points.
What Exactly is OOH Media?
OOH, media are tools that have been used for decades when it comes to marketing on a large scale. These advertisements capitalize on having low maintenance and yet extremely large-scale exposure. The most famous example of OOH marketing is the infamous billboard. These massive signs are stationed next to highways and are visible to huge quantities of people every single day.
When it comes to running an OOH marketing campaign, the fact that one sign can reach thousands of potential customers makes it one of the most effective ways of spreading brand awareness. This form of marketing has been around for decades and continues to be an effective strategy for brands to use.
What kinds of OOH Media Are There?
This is the exciting part about OOH marketing, is that they are several different kinds of OOH media that a company can use. For busy urban centers like subway stations, an urban panel advertisement is an effective way to help spread awareness. Stationed typically near the entrance of a subway entrance, these advertisements are exposed to high volumes of people in cities that use subway transportation.
There are also bus shelter advertisements and even taxi cab panels that can be used. The general idea behind OOH media is always the same, an effective way to expose an advertisement to as many people as possible outside of the home.
So how can you use effective OOH to unlock great place-based ads?
- Targeted Audiences
The first way to unlock great place-based ads and get massive returns on your investment is by targeting your audience. The one downfall of OOH marketing is that it doesn’t necessarily target a certain audience. Think of a massive billboard along a highway. It has one message that it says to everyone – and there is no real way of targeting one specific aspect of an audience.
Place-based ads changes that by utilizing the strategic placement of your OOH media in areas that have a concentrated target audience. Think of a billboard advertising a theater company’s exclusive movie-pass opportunities, right outside of a mall that houses one of their movie theaters. This is what would be considered place-based marketing. Using OOH in a location where your target audience will naturally be.
- Utilize DOOH Media
DOOH stands for digital out-of-home media. This form of OOH embraces digital panels that allow for vibrant, clear pictures and can even use sound and special effects. This elevates your level of interaction with potential customers in a targeted location and can help make your brand stand out even more.
- Visibility is Key
The most important aspect of place-based advertisement is to make sure and get the most exposure possible. This means being strategic about where your target audience will be, and then choosing a place with the best visibility. A lot of times that means chosing ads that are going to be at eye level, or quite literally impossible to not see when a person walks through that particular area.
OOH, media is a powerful way of spreading awareness for a brand. Utilizing intelligent, and strategic place-based ads can help you narrow in on your target audience and get the highest ROI possible.