Your business decides to create a marketing strategy that includes outdoor advertising. You begin researching everything from billboards to ads on buses, at bus stops, and in local subway stations. You’ve collected all the data about how to pick the right outdoor advertising locations to maximize exposure to your audience, but then the questions begin coming in – people want to know the return on investment (ROI) for purchasing outdoor advertising space.
This can be a challenging thing to gauge since ROI is more than how many people will pass your outdoor advertising. It’s also important to have a formula in place that shows how well outdoor, or out-of-home, advertising does in general, or even when compared to advertising your audience can see at home. Fortunately, you’re not the only one who’s is dealing with these question. A recent Nielsen study, “Ads Driving Online Survey Activity,” among other sources, are showing the effectiveness of out of home (OOH) advertising by researching follow-up activity individuals take who see OOH ads, such as billboards.
OOH Advertising vs Online Banner Ads
According to the Nielsen study, OOH advertising greatly contributes to stimulating individuals to take follow-up action, especially when compared to activity following the viewing of a banner ad. “OOH delivers more online activity per ad dollar spent compared to online banner ads and other offline media,” summarizes an article on billboardinsider.com. This article shares the following compelling pieces of data, curated from the Nielsen Study:
- OOH media comprises 22% of gross search activations when compared with TV, radio, print, and online banner ads.
- Almost 46% of adults look up information from OOH ads via a search engine after seeing a billboard or ad in a public place.
- More adults visit or post to Facebook, Twitter, and Instagram as a response to seeing an OOH ad versus an online banner ad.
All of these statistics illustrate the effectiveness of including OOH advertising in your marketing strategy in boosting online search and social media interaction – two activities you might not readily associate with putting up a billboard or other outdoor advertising.
What this means for Atlanta Billboard Advertising
These statistics clearly represent the significant return OOH advertising can have, but how big do the percentages get when you look at the local scene in Atlanta? If you think about a billboard as being as effective as the amount of traffic that passes by it, then it’s important to note that Atlanta has a pretty high number of commuters, and bad traffic, so lots of drivers are spending lots of time in their cars. This can create some pretty high numbers for follow-up activity after an Atlanta commuter sees your OOH ad.
In fact, Atlanta ranks fourth in the US and eighth in the world for the worst traffic. In 2017, drivers spent, on average, 70 hours in congested traffic throughout year. Realistically, that amounts to only 10% of the average commuter’s drive time, but that’s a whole lot of time to absorb outdoor advertising as they pass by.
Additionally, acknowledging the length of time an average commuter spends driving to and from work further enhances your OOH advertising’s potential exposure. In the Downtown Atlanta Travel Survey of 2015, the majority of commuters surveyed had an 11-20 mile commute each way, taking on average, anywhere from 30-60 minutes. That’s up to two hours each day, five days a week, an adult commuter could be exposed to your OOH advertising – whether it’s a billboard along the highway or a poster at their local bus stop.
Factoring in the effectiveness of outdoor advertising to generate productive online activity with the high volume of commuters’ time spent in proximity to your advertising creates a very favorable environment in the local Atlanta area to utilize OOH ads.
Time to look into outdoor advertising for your brand
Crafting the perfect marketing strategy for your business, which includes the right combination of advertising and promotion styles is a complicated process. It’s important to rely on data to help show you the value of your investment before you make it. The fact that almost 50% of adults who come into contact with OOH ads follow up their exposure by searching for the business online is very substantial proof that including outdoor advertising options to promote your business can give you a positive return on your investment.
A good place to start when exploring your options for outdoor advertising is partnering with a company who really understands your options in the local OOH market. Effortless Outdoor Media works closely with each client to establish needs, set up campaign goals, and understand what graphics and artwork are necessary before analyzing the existing market to provide you with strong recommendations on the best location for your advertising.
For the best billboard and outdoor advertisement prices, placement and service contact us now at [email protected]/ – We will respond within 24 hours or less.