Outdoor advertising, also known as “out-of-home” (OOH) advertising, is a highly effective way to promote your brand or message to a broad audience. From billboards on busy roads to digital displays in shopping centres, outdoor ads are hard to miss. If you’re new to outdoor advertising in the UK, this guide will walk you through the basics, from types of outdoor ads to choosing the right strategy.
What is Outdoor Advertising?
Outdoor advertising refers to any form of advertising that reaches consumers while they are outside their homes. In the UK, this includes a wide range of formats, such as large billboards along highways or in city centres, digital screens in busy retail or transportation hubs, and smaller posters or ads placed on public transportation. The key advantage of outdoor advertising is that it exposes your brand to a broad audience, reaching people as they go about their daily lives in high-traffic areas. Whether it’s a traditional billboard, an ad on a bus, or a digital screen at an airport, outdoor ads offer a variety of ways to engage consumers while they’re on the move.
Why Outdoor Advertising?
Outdoor advertising offers several compelling advantages. First and foremost, it provides the opportunity for wide reach. Ads placed in busy, high-traffic locations are seen by large numbers of people daily, often reaching consumers who may not be engaged with other forms of media, such as Online or TV advertising. Another key benefit is high impact; outdoor ads are often bold and hard to miss, making a strong impression on viewers. The visibility of these ads is also constant, with many types of outdoor advertising being visible 24/7, meaning they can reinforce your message around the clock. Additionally, outdoor advertising offers targeting opportunities. By strategically choosing ad locations based on factors such as foot traffic or local demographics, advertisers can ensure their message reaches the most relevant audience.
Types of Outdoor Advertising
Outdoor advertising encompasses a variety of formats, each with its own advantages.
- The London Underground offers a range of advertising opportunities, including posters in stations, on trains, and on escalators and can reach millions of commuters daily, making it an excellent choice for advertisers looking to engage with an audience that spends a significant amount of time traveling, ensuring that your message is seen multiple times during their journey. The coverage and frequency of this network is second to non with a captive audience travelling on this network daily.
- Rail networks offer advertising on platforms, trains, and within stations ensuring your brand is seen by a captive, diverse audience of commuters on a daily basis.
- Static billboards are among the most traditional forms of outdoor advertising. These large, fixed displays can be found along motorways, city streets, and other high-traffic areas. They are an effective choice for long-term campaigns and are often used for branding or awareness-building.
- Digital billboards, on the other hand, offer flexibility, allowing advertisers to display multiple messages or update content quickly. These are increasingly popular in urban areas and near major transport hubs due to their eye-catching nature and ability to display dynamic, engaging content.
- Street furniture ads allow you to reach the heart of every town/city – from static to digital they offer a more targeted approach, whether that be outside of a store for proximity advertising or urban environments where pedestrian traffic is high.
- Transport Advertising is another interesting option, where ads are placed on the sides, back and inside of Buses and Taxis that can travel through different neighbourhoods, perfect for creating awareness to a wide audience
- 3D ads and experiential displays provide an interactive experience that can captivate passersby and leave a lasting impression and allow you to interact with your audience.
Planning Your Outdoor Campaign
Planning an effective outdoor advertising campaign requires a clear understanding of your target audience and goals. The first step is to know your audience. Understanding the demographics of the area you are targeting—such as age, gender, income level, and lifestyle—this can help you select the most appropriate ad format and location.
For example, if your product appeals to young professionals, you might choose a location near a busy office district. Location is a critical factor in outdoor advertising. High-traffic areas with lots of pedestrian or vehicle movement, such as busy streets, shopping centres, and transport hubs, are ideal spots to maximise visibility. It’s also important to consider timing. A short-term campaign might be best suited for a time-sensitive promotion or event, while a longer campaign could be more effective for building brand awareness. Finally, the design of your ad should be simple yet striking. Since outdoor ads need to be quickly understood by viewers, it’s essential to use large, readable text and bold visuals that stand out from their surroundings.
Cost of Outdoor Advertising
The cost of outdoor advertising can vary significantly depending on several factors. Location plays a major role in determining the price; ads in high-demand areas like central London or major transport hubs are usually much more expensive than those in smaller towns or rural areas. Similarly, the size and type of the ad also effects the cost. A digital billboard, for example, can be more expensive than a traditional print billboard due to its dynamic nature and the ability to display multiple ads. Duration is another important factor. Short-term campaigns often cost more per day than long-term campaigns, which may offer a better return on investment. In addition to the space rental, there are also production costs to consider. Designing and printing large-format ads or creating digital content can add to the overall budget, although digital ads may offer more flexibility and lower production costs in the long run.
Measuring the Effectiveness
One of the challenges of outdoor advertising is measuring its effectiveness. While it is difficult to track direct conversions as you can with online ads, there are several ways to assess the impact of your outdoor campaign. Many OOH media owners provide Route data, offering estimates of how many people pass by your ads during a given period. This information can help gauge the potential reach of your campaign. Another method is conducting brand lift studies, where surveys are used to assess whether consumers’ awareness, attitudes, or behaviours have been influenced by the ad.
Working with Outdoor Advertising Agencies
For those who are new to outdoor advertising, partnering with an experienced outdoor advertising agency can be invaluable as they can assist with the design and strategy of your campaign, helping to create eye-catching ads that resonate with your target audience. They can also provide guidance on the best locations based on traffic patterns and audience demographics. Moreover, they can take care of campaign management, ensuring that your ads are installed, monitored, and adjusted throughout the duration of the campaign. By working with an outdoor advertising company, you can streamline the process and ensure that your campaign runs smoothly.
Conclusion
Outdoor advertising in the UK is a powerful tool for raising brand awareness, targeting specific audiences, and creating a lasting impression. By understanding the different types of outdoor ads, planning strategically, businesses can create effective campaigns that reach their ideal customers. Whether you’re a small local business or a large corporation, outdoor advertising offers numerous opportunities to elevate your brand and connect with consumers in a meaningful way. With careful planning, a solid strategy, and the right partner, outdoor advertising can be a highly effective and rewarding part of your marketing mix.
