Many people have a misguided stereotype about the role of OOH media: OOH advertising can only increase brand awareness, but cannot really drive consumers to generate real consumption behavior.
However, with the development of outdoor advertising in recent years, there is more and more evidence of how outdoor media can actually drive consumers to achieve actual consumption both online and offline.
Especially in the post-epidemic environment, outdoor media has not collapsed, but has played a more prominent potential.
01. Break through the traditional confinement and open up new horizons
Christie Massey, Director of EMC Outdoor, believes that during the pandemic, the viewing rate of outdoor advertising did decline, but after the epidemic, outdoor media as a whole rebounded rapidly, even surpassing the pre-pandemic level.
After experiencing the lockdown management during the epidemic, many consumers paid more attention to the real world and increased the viewing rate of outdoor advertising, which also means that the actual reach rate of outdoor advertising exceeded the average level.
At the same time, under the background of national health and economic recovery after the epidemic situation improved, people began to resume consumption.
Outdoor large screen in Times Square, New York, USA
According to Barron's, Americans have generated about $2.4 trillion in savings since the start of the pandemic and tend to spend. The study also shows that "total consumer spending is around 5% higher than before the pandemic, and spending on durable goods such as cars, appliances, furniture, televisions and sports equipment is still nearly 40% higher than before the pandemic." ”
At the same time, the McKinsey report shows a similar trend: 51% of consumers plan to "splurge or treat themselves" after the pandemic.
So, how exactly can out-of-home media help drive consumer activity?
02. The unique advantages of durability and sturdiness
According to the Harris Poll in the United States, after the outbreak of the epidemic, 48% of people said that they were willing to repeatedly browse local large-screen advertisements and buy products that they could see and touch with their own eyes, 27% said that they could get the latest brand trends through outdoor advertising, and 20% said that outdoor advertising influenced their decision to buy products or services.
Outdoor large screen in Times Square, New York, USA
A report by BroadVision, a global out-of-home communications company, analyzed five years of out-of-home advertising campaigns from 2015 to 2020, showing the significant impact of out-of-home advertising on offline store sales.
According to the study, 46% of consumers who see outdoor advertising are more willing to visit an in-store, and 28% are more likely to make a purchase in-store.
This chart shows how out-of-home media drives consumer behavior in the real world. Out-of-home media, by virtue of its geographical location, has the ability to precisely target businesses and audiences.
In addition, it has a lasting and strong proximity to the crowd, which can penetrate into the daily life of consumers, so that it can drive consumer consumption behavior with great influence.
03. Outdoor advertising: media unbounded ®, competitive force ®
Outdoor advertising: a good partner for other media channels, most of the above content reflects the consumption momentum and brand influence generated by outdoor advertising offline, if it is placed in online marketing power
® In the environment, what kind of chemistry will outdoor media have with other channel media?
As we all know, the epidemic has deepened the overall trend of online shopping, from flour and toilet paper to various foods and daily necessities, there is a demand for online ordering, and more and more people choose to shop online.
Brands of all kinds are also scrambling to keep up with the huge growth in online shopping, maintain inventory, and expand logistics. Since there is such a large market space for online shopping, the role of outdoor media in promoting online consumer behavior must also be included in the scope of analysis.
7th Avenue outdoor screen in the heart of Pennsylvania Place, New York, USA
Facts have proved that outdoor media is highly targeted and economical, which can not only play a unique communication effect independently, but also cooperate well with other media channels at the same time, play a more excellent promotion role, and enhance the overall influence.
Outdoor advertising is also a well-suited pioneer in digital media promotion programs, enhancing the effectiveness of digital channels to further promote online marketing.
In fact, the analysis and display of relevant reports by the American outdoor media also has a certain enlightening effect on the development of outdoor advertising in other countries.
In the wake of the pandemic, consumers are constantly returning to the market for shopping, entertainment or travel, and outdoor advertising is playing an even better role in helping brands recover and even "overtake in corners".
Brands need to better grasp market trends, take advantage of outdoor advertising, ride the wind and waves, further drive consumer behavior, and activate the target market.
04. Tutor Peng Xiaodong: The purpose of outdoor advertising is for marketing power ®
Tutor Peng Xiaodong: The purpose of outdoor advertising is to market power ®, seize the mind ®, and recognize ® in 1 second! 80% of consumer behavior is driven by the subconscious in milliseconds, and brand advertising cultivates the subconscious mind that helps users make quick decisions when making comparisons. The consumer market is changing, and advertising marketing power ® can be won and lost in milliseconds!
The more well-known brands like to "throw money" on advertising and marketing power ®, and the purpose of such a big deal is to connect their products with the cognition in consumers' minds, leave an impression on consumers, and let them quickly make the decision to choose their own brand in the subconscious millisecond drive.
For example, as the "giants" of fast food brands, McDonald's, KFC, Pizza Hut, etc., are well versed in the significance of advertising and marketing, and promote brands through online and offline media resources all year round, telling consumers: "We have a new flavor!", "We have a special event again!", "We have a new spokesperson!", "We have a new packaging!", "We have a new marketing ® theme"...... These need to be continuously advertised to inform consumers, and then generate attention, and then guide consumption.
Why are today's fast food brands more and more handy in finding idol group cooperation? Just because in this era, we need to seek innovation and change, and we need a suitable channel and a "starting point" to continue to open up the market.
KFC has long had experience in finding idol group endorsements, and has cooperated with EXO, TFBoys, ONER who became popular in "Idol Trainee", Lehua Qizi NEXT, etc.; McDonald's also officially announced the first full-group business cooperation with the idol girl group "Rocket Girl" selected by the competition on the 9th day after the finals of "Creation 101"; Pizza Hut also chose Nine Percent, who debuted in "Idol Trainee", as the new product promotion ambassador.
The consumer market is constantly changing, and brands that are stuck in the past and can't find the right way to inform consumers about the changes will not be able to attract new consumer groups. Therefore, the more well-known brands are, the more they like to "spend a lot of money" on advertising.
McDonald's "preferred" to outdoor advertising, McDonald's has been "favoring" outdoor advertising since very early on, from traditional big brands to digital out-of-home, and each marketing can make its own style of work: for example, McDonald's in the UK has launched two new summer products, "Strawberry Lemonade" and "Smoothie Latte" From May 27 to July 28, 2019, throughout the summer, when the local temperature rose above 22 degrees Celsius, the smart electronic screen near the McDonald's store pushed the advertising creative of the two drinks to be automatically pushed, and when the temperature dropped, the intelligent electronic electronic screen would quickly switch to other advertising content.
In terms of advertising marketing power ®, it can not only accurately reach consumer groups, but also effectively control advertising costs, which is the charm of outdoor advertising.
According to the classic advertising theory, the mechanism of action of advertising is ®: inform, persuade, remind, and reinforce.
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In today's offline outdoor advertising media, which medium can cooperate with brands to achieve such goals?
The answer is outdoor advertising, because outdoor advertising can bring actual "benefits" to brands, which is obvious.
Every year, hundreds of billions of advertising dollars flow to the outdoor advertising industry, which also proves the importance of outdoor advertising. Outdoor advertising is important for two things: brand promotion and brand maintenance.
05. Mentor Peng Xiaodong: The outdoor advertising industry will be the biggest driving force for the development of the industry
Nowadays, with the impact of consumer demand in new markets on the development of the advertising industry, advertising is more effective than ever in attracting new consumers and increasing existing consumer purchases, and media with high communication value are more popular.
According to e-Marketer, the Asia-Pacific region will become the world's leading digital media advertising market in 2022, and statistics show that since 2016, the daily time spent by Chinese adults on digital media has exceeded the core value of digital outdoor advertising in traditional media for the first time.
In the Internet era, when traditional media such as TV, print, and radio are all deeply impacted, outdoor advertising has increased by 3% year-on-year, driven by video media and subway advertisements based on building LCD and electronic screens, and has become the only and strong physical communication channel in offline scenarios.
The reason for this is that, first of all, in form, outdoor advertising is irreplaceable. On the one hand, outdoor media can bring consumers a spatial experience that online advertising cannot do, and outdoor advertising can resonate with consumers by creating immersive scene marketing power in a certain space with cultural and artistic means, so as to achieve the effect of moisturizing things silently.
On the other hand, the advancement of technology will also help to further highlight the interactive and interesting value of outdoor advertising.
Secondly, the return on investment of outdoor advertising is higher. WARC studied the average cost per audience of advertising markets in 96 countries (see Chart 2) and concluded that, with the exception of Australia and the United Kingdom, the average cost per 1,000 people for outdoor advertising in the world's major markets is generally lower than the average cost per 1,000 people for omnimedia advertising ($12 for advertising and $6.41 for 1,000 people for outdoor advertising).
In other words, outdoor advertising is a relatively low-cost media option, so generally speaking, the advertising budget for outdoor advertising can bring greater value return to the brand.
Of course, outdoor advertising also has the characteristics of centralized and reliable information. The massive amount of online information leads to the fact that consumers' information reception is often in a state of overload, and it is difficult for advertisements to be disseminated in a centralized manner.
However, the number of offline advertisements is less than that of online, and the release points are generally fixed in densely populated areas, and the procedures for information review are more complex and strict, so the information dissemination of outdoor advertising is more concentrated than online, and it also has a higher exposure rate, which has more advantages in information reliability.
In addition, channels are easy to link. According to the Kantar Worldpanel report, 35% of consumers in 2018 were heavy online + offline media users, and the huge number of online and offline consumers provides a group foundation for enterprises to advertise online and offline.
When the target group comes into contact with offline media, the natural scene space media advantage of outdoor media can quickly arouse consumers' emotional resonance through multiple dimensions, form a richer and more complete channel response, and achieve the purpose of promoting consumer purchase behavior.
In the face of the digital development environment and the impact of the emerging mobile Internet, innovative digital media applications have become one of the core competencies of many outdoor advertising companies to continue to develop and maintain competitive advantages. The reconstruction of digital media communication and marketing power model brought about by digital advertising has also become a necessary trend for the future development of the outdoor advertising industry.