Advertising outdoors is an art in itself and just like any other type of marketing. It can lead to a world of opportunities if done correctly. However, for many businesses (SMEs in particular) and start-ups, it can be tricky to strike the right balance. The availability of resources and financial constraints can lead to issues. Finding a starting point is imperative. Outdoor advertising is much more than just displaying a message on a digital billboard.
HOW DOES IT WORK?
Before going into the details of running a Digital Mobile Advertising campaign, it is important to know how it works.
Digital Billboard Advertising campaigns allow you to promote your business, product or service in a way like never before. You can advertise with eye catching visual displays, videos and sound effects as well as crowd interaction and communication. It is a leading and truly unique way of promoting your business, service and products. Our Digital Billboards can travel around your chosen area. Using LED Visual Screens, this allows you to do so much more in the way of your promotion.
Powered by a small, compact generator trailer means there is no need for any other outside power source. This means it can be set up wherever you like as long as there is enough space in the location for it. Our digital billboards have amazing image and crystal clear sound quality. Our billboards have a visual range of up to 300 metres. This makes it easy to see and understand why this option is so popular amongst our existing customers.
The Statistics
WHAT DID WE FIND?
The web is awash with almost every type of out-of-home (OOH) advertising data. You can spend days scanning the internet trying to find figures relevant to your marketing efforts. Reading up on outdoor advertising is advised if you are planning a campaign with us or anyone else. Statistics are important. Statistics allow us to make the right decisions at the right time. From this, we put together the most important stats you need to know to before running a Digital Mobile Advertising campaign.
The first is that consumers in the UK spend 70% of their time outside of their homes. Between work, school, socialising and leisure, consumers spend a lot of time out and about. The key problem with traditional home advertising these days is that consumers are not being exposed to these messages. Additionally, modern technologies such as Ad Blocker and direct media downloads are causing TV and internet advertising to be less relevant than they were 10 years ago. This makes them a lot less effective.
This leads us to our second stat: 98% of people see at least one outdoor advert each week! With a considerable amount of traditional advertising mediums on the decline, this really is a staggering statistic and to us, shows that out of home advertising is continuing to go from strength to strength. When you factor in innovative products that can offer a mobile outdoor advertising solution, then you really can see why so many people see at least one outdoor ad per week.
CONSUMER BEHAVIOUR STATS
A study conducted in 2015 found that effective outdoor adverts were capable of driving mobile engagement forward by up to 38%. Naturally, when using mobile outdoor advertising you want consumers to engage with your brand with the hope of prompting a call to action (CTA). Research has shown that 17% of people generally engaged with a brand via their mobile after exposure to an outdoor advert. When you factor in that our digital advertising vans are completely mobile, you can certainly see the potential for consumer engagement.
After you have the consumer’s attention and they have engaged with your brand, convincing them to purchase is the next logical step. When it comes to shopping the real-world purchasing experience still reigns supreme but shoppers make spontaneous purchasing decisions with 92% of purchases could be considered as impulse buys. A massive three-quarters of these are influenced by persuasive displays most notably outdoor advertising. Combining creative messages with mobile outdoor advertising encourages this impulse buying.
We hope these statistics have helped you understand a little more clearly the effect that outdoor advertising can have on the consumer. The data we have collected just proves how effective the mobile outdoor advertising platform can be. We have a range of packages on offer for our digital ad van so if you need more information don’t hesitate to get in touch.
The stats you need to know:
- Consumers in the UK spend 70% of their time outside of their homes.
- 98% of people see at least one outdoor advert each week.
- Effective outdoor adverts were capable of driving mobile engagement forward by up to 38%.
- 17% of people generally engaged with a brand via their mobile after exposure to an outdoor advert.
- 92% of purchases could be considered as impulse buys.
Advantages of Digital AdVans
We have been looking at some key industry statistics as well as our own mobile digital billboard’s performance and some key points have stood out much more than others. Our advertising van has been making great strides recently and really helping a lot of our clients with their marketing efforts so what are the key advantages of a digital OOH screen in 2020?
POWERFUL DYNAMIC DISPLAYS
Digital screens are used to target wide audiences in a specified geographical location. Recent reports have suggested that brands should spend approximately 45% of their advertising budget on digital outdoor adverts and digital screens are the perfect way to achieve this. While we focus on our advertising van product, static digital event screens can still have quite the profound effect on the performance of a brand. Getting good exposure can be expensive so the more innovative the advert, the better.
The fact is that digital screens are better received than traditional generic advert platforms according to several sources. The digital version of these screens have a flexibility and dynamism that traditional billboard and print adverts simply don’t have. We mentioned the success of the recent Race for Life campaign a couple of weeks ago with the campaign relying heavily on digital screens that used live social media posts to inspire runners onto victory.
CONSTANT ADVANCES IN DIGITAL ADVANS
The scope of OOH is massive due to the constant advances in technology that affect the industry and advances such as eye-tracking technology are really starting to have quite the impact on how digital OOH screens communicate with passers-by. Gender recognition is another area that is rapidly advancing and while our advertising van does not have these capabilities yet, you never know what the future holds! Essentially, modern screens are able to recognise customers and send them targeted and relevant messages.
Data harnessing is another key area of development that is rapidly changing the way in which we engage with customers. Mobile data tracking is huge now and this tech can track mobile users throughout their day to gauge the behaviour of that particular individual. Of course, there are ethical issues here so users of this type of digital marketing have to tread carefully. However, it cannot be understated the advantages of data mapping specific behavioural audiences.
SMART CITY INTEGRATION
The final advantage of modern digital advans is integrating with surroundings. Smart City Integration is digitally networked and information is shared across civic spaces. While this tech is in the early stages, interactive screens are key to its development of it and some even say, the future of out-of-home. Whether this is the case or not remains to be seen so stick Smart City Integration in the “one to watch” box. There are certainly some innovative solutions making their mark in the OOH industry and we will continue to monitor developments closely.
If you have any questions on our advertising van then feel free to drop us a message.
Impact on Digital Marketing
Mobile outdoor advertising is all the rage in the marketing world and is having quite the profound impact on the digital marketing industry. While digital marketing was once considered the forefront of the advertising industry, key developments are shaking up digital marketing like never before. For advertisers, though, digital marketing continues to be one of the most targetable and far-reaching of advertising mediums but how exactly is out-of-home advertising having an impact on the digital marketing industry? We thought we would take a look in a little more detail.
There certainly are challenges in the current climate for digital marketers. Developments such as Ad Blockers and the general influx of new online messaging platforms has created major challenges for digital marketers. Cybercrime and the threat of fraudulent activity online has made many consumers wary and thus a little more resistant to traditional online digital marketing efforts. To the rescue, out-of-home advertising seems to be the solution for many firms looking to get their message out there to their target market.
SOCIAL MEDIA INFLUENCE
Digital OOH advertising continues to excel and mobile outdoor advertising is particularly relevant these days. Of course, social media also plays a key role with certain social media feeds being used to broadcast content on digital screens. The Race for Life campaign is a recent example that saw considerable success. Mobile outdoor advertising screens were used to feature race participants gearing up for their race and also celebrating when it was completed.
This is just one small example of how OOH advertising has integrated successfully with digital marketing to provide a truly innovative and engaging experience for the consumer. Consumer recognition tech is also building momentum and these technologies can identify groups based on demographics such as their age, gender and even mood (“gladvertising”) and companies such as Volvo and Vauxhall are beginning to use these types of tactics in their own marketing campaigns.
AUGMENTED REALITY
Some companies are beginning to explore augmented reality and how this technology can enhance OOH advertising campaigns. These campaigns tend to offer an insight into the disruptive nature of OOH advertising and can combine quite nicely with mobile outdoor advertising. The combination of the outdoor environment and the inclusion of digital technologies can really make for massive reach and AR digital marketing combines will take digital marketing as whole into a bold new era.
A recent example of an OOH advertising campaign using AR would be the NHS Blood and Transplant campaign. This campaign showcased the wonders of AR in a whole new light and audiences were encouraged to download an AR app and hold it against their wrists. This sent digital blood to a patient nearby using a digital screen with the aim of encouraging blood donors. The demonstration highlighted the importance of blood donations and it really drove home the impact of the importance of giving blood. It was further bolstered by a flurry of social media activity on Twitter, Instagram and Facebook.
Common Outdoor Advertising Mistakes
Creating an outdoor advertising campaign can be as simple or as complex as you want it to be but just like with any other type of marketing, mistakes can happen and for some of the less fortunate companies, this can lead to a PR disaster! Getting your message across effectively on a digital billboard is the goal for many but it can take just one small mistake to send an outdoor advert into chaos. We thought we would look at some common mistakes and how these can be avoided. Feel free to message us with your own!
One of the biggest mistakes that a company makes with an outdoor advert is the quality of the location. Whether you are using a traditional static billboard or a digital billboard, there is little point in having a creative and innovative advert if you are unable to target your market due to a poor quality site. It’s the classic case of quality over quantity. What we mean by this is that you want to be situated in an area where your target market is present, not just in an area where there are lots of people. Of course, with our mobile digital billboard, you won’t have this issue.
THE CONTENT OF YOUR ADVERT
Next up, we have the range of information that your advert displays. Excess information can be detrimental to the overall effect of your advert. The key is to stick to small snippets which may prompt some call to action but overloading your advert with messages, especially on a digital billboard could have the opposite desired effect. Some consumers will simply fail to take in the main point of your advert due to the over clutter of messages. Try and stick to one clear and concise message with the aim of engaging with your audience.
Outdoor advertising messages are everywhere and creativity is the key to standing out from the crowd. Of course, creativity is subjective and an advert that works for one person may not be as effective for another. However, don’t be afraid to try something different and try to be disruptive but in a professional and tasteful way. Additionally, the colour palette is important so try and make sure that it fits with the brand image that you want to portray especially when you are using an interactive digital billboard to display your message.
LEARNING FROM OTHERS
Although, big mistakes can have a massive impact on the effectiveness of your adverts, the age old saying that a “wise man learns from the mistakes of others” to us, is an effective way of conveying how you should go about the planning of your outdoor advert. Using the web to look at ways in which other businesses have failed with outdoor advertising is a great way to learn about what works and what does not.
Starting Your Own Campaign
Now that you know how effective Mobile Digital Advertising is and the mistakes to avoid, you can start putting together our own campaign. Starting your own Mobile Digital Advertising campaign can be daunting, but it doesn’t have to be. With a combination of strategic planning, knowledge of your target audience and creative thinking then we are confident in your success.
Plan, Plan, Plan.
Firstly, you need to plan your campaign. As with every type of marketing, comprehensive planning can often prove the difference between success and failure. Our key piece of advice is to keep it simple at all times. Overcomplicating your campaign can cause issues in the future so having a clear goal with clear objectives that are measurable is a good way to start.
Be SMART.
Once you have an idea of the campaign you want to run then you need to check your idea is SMART. This classic marketing framework has been used for decades and still remains relevant today. Your campaign should be:
- Specific
- Measurable
- Achievable
- Realistic
- Time Limited
After you have settled on your campaign goal the next stage in the process is creativity. Of course, creativity comes in many different forms and guises and some have more of a creative outlook than others. The key is to try and innovate and an innovative and unique digital billboard advert will definitely catch the attention of passers-by. A primary factor to consider is that your audience is on the move so you have to be able to get your message across promptly and of course the information has to be digestible. Around 7 words is often the optimum word amount for a digital billboard advert.
Think Location.
Once your advert is complete it’s then all about the geography and how you plan to display it. The digital billboard is the modern popular option and this static placement will allow potential customers to be exposed to your brand message as they walk by. Another option is our digital advertising van. We have various packages and can literally transport your advert around Glasgow on a route that is decided by you. Both are great viable options that can really help you spread your message and generate leads.
Additionally, timing is also crucial. Is your advert based on a current promotion or are you looking to promote a long term product? Is the campaign based on building up your brand and how long will it run for? These things all have to be considered and weighed up against your budget. Once you have considered all these factors then you can finally launch your advert!
Having comprehensive objectives is the key to delivering a successful campaign but not everyone is an expert on outdoor advertising so if you need information or require any advice then don’t hesitate to get in touch with GoGo Vision where we would be happy to help you along the way!
Need inspiration? Take a read of our article on how the large brands were innovative with their ideas: 5 Dynamic Examples of Outdoor Advertising Done Right.
Why choose GoGo Vision?
Here at GoGo Vision, we are passionate about all forms of mobile advertisement especially those that aim to act outside the box and project themselves in a more unique and eye catching way – using our mobile billboards do just that. They offer you the chance to advertise your business, product and events anywhere – allowing you to promote in a variety of locations where it wouldn’t have been possible before. Although simple, static billboard advertisements are constricted to designated roadside spots, our range of unique advertisement methods and innovative services are outside the box and always on the go with our mobile billboards.
WHY CHOOSE OUR MOBILE BILLBOARDS?
Our Mobile Advertising Billboards offer new customers and our wide range of existing clientele the chance to promote their business and services in a way like never before, reaching a target market like they never thought they could through the use of our unique Mobile advertising billboards and Mobile Digital Billboards.
These methods of advertisement open up a whole new opportunity for you if you choose GoGo Vision to help promote for you. Our Digital Billboards offer eye catching and informative measures to ensure your target audience sees and fully understands what you are promoting.
Multiple Features
Our screens have a host of features and functions including audio and visual displays. Potential customers can engage with and watch what you are promoting. Whether it be an event, a product, a service or a business brand – these eye catching and colourful displays are hard not to embrace. Consumers instantly see it as out of the ordinary and are drawn to pay attention to what its saying as opposed to a standard non functional road side wooden billboard. No matter how big or small the event or promotional pitch you plan is, we are here to help you.
Advertise Almost Anywhere!
Using GoGo Visions Mobile Advertising and Digital Billboards allows you to communicate and promote like never before. In cities such as Glasgow and Edinburgh with a vast and thriving volume of potential clients and customers – it is important to get your promotion noticed and that the correct message is conveyed to the public. Our screens allow you to promote and publicise whenever and wherever you like, if you feel your target market is in a place where no billboard or advertisement option are available then that is not a problem, we can set one of these promotions up anywhere at any time. Day or night these eye catching and enhanced advertisements will enhance and promote your business in a stylish and professional way. The choice of a mobile advertisement is a versatile one and offers you a much wider range of opportunities for promotion.
So, are you ready to start your Mobile Advertising journey with GoGo Vision? Get in touch below.