Outdoor Marketing
Outdoor marketing refers to advertising campaigns that employ outdoor media such as billboards, transit vehicles, and other types of outdoor signs, including those on the outside of businesses. It also includes efforts to promote the company’s products on its own vehicle fleet, even if the effort is limited to brand displays. Outdoor marketing that uses several different media is usually coordinated for maximum impact and is targeted to displays in areas that will get the attention of your target consumers.
Outdoor adverts are relatively inexpensive to prepare, especially compared to video and radio campaigns, and they usually result in high local visibility. In a 2009 marketing study described in Forbes, researchers at the Arbitron media firm found that 71 percent of those in sight of a billboard often look at it, and nearly a third will notice the advertisement multiple times. In addition, billboard advert viewers usually make shopping decisions on their way home, when they see the advert.
Billboard Advertising
Billboard advertising is the process of using a large-scale print advertisement (a billboard) to market a company, brand, product, service, or campaign. Billboards are typically placed in high-traffic areas, such as along highways and in cities, so they’re seen by the highest number of drivers and pedestrians.
Whether you’re commuting to work or taking a trip out of town, you’ll soon find yourself glancing at billboards along the way. If you’ve ever wondered how effective billboard advertising is, you’re not alone. For small- to medium-sized businesses working on a limited budget, the time people are in their cars is crucial. Billboard advertising is effective for building brand awareness and broadcasting your business (or product or campaign) to as many people as possible. Because they’re in such busy areas, billboards tend to have the highest number of views and impressions when compared to other marketing methods. If done right, billboard advertising can be a powerful tool for attracting more customers.
Transit Advertising
Transit advertising can play a role in your outdoor marketing strategy. In much of the Abuja and Lagos states of Nigeria, it is common for transit agencies to raise money by offering transit stations and the sides of vehicles as an advertising medium. These ads have the local marketing advantages of a billboard but also cover a large target area. The entire route along a bus or transit line gets exposure to the ad rather than just those areas near a stationary billboard. As with other forms of outdoor marketing, it is often difficult to ignore, and impossible to “turn off,” a transit ad.
Bus rapid transit (BRT) Marketing
Bus rapid transit (BRT) Marketing, is a type of transit advertising that includes roadways that are dedicated to buses, and gives priority to buses at intersections where buses may interact with other traffic; alongside design features to reduce delays caused by passengers boarding or leaving buses, or paying fares. BRT aims to combine the capacity and speed of a metro with the flexibility, lower cost, and simplicity of a bus system and this flexibility attracts the greater populace to it.
The BRT Bus branding has grown fast to become major advertising means to the large crowd through customizing and branding of the buses and BRT Television ever since with more people patronizing and using it as their means of transportation. This channel of advertising conveys over 1,000 different campaigns monthly since its inception.
BRT AND BILLBOARD ADVERTISING
1. COST
BRT Bus advertising is a cost-effective way to contact people for long periods of time at a low cost. It Is very cost-effective and more affordable for small and medium-scale businesses that do not have the means to run a lot of marketing campaigns.
The cost varies depending on the size and placement of the ad, but it is generally less expensive than other forms of advertising and your ad will receive traffic and frequency. As per the budget allocation, they can choose the transit medium where the advertisement needs to be placed.
Billboards require a huge amount of money from the time the billboard is placed to the time it is dismantled. Plus, there are additional costs of maintenance and repairs. This overhead cost makes Billboard ad placement cost-demanding as its highly dependent on the location Also, in the case of property damage (human factor, natural causes, poor management, amongst others) or injury resulting from a damaged billboard, the owner may face legal concerns and additional expenses. |
2. VISIBILITY
BRT marketing can reach a broad audience. They are all over the city which means every day many people of all ages, genders, and socioeconomic backgrounds will see your brand message. This gains you key exposure when targeting a specific geographic area. BRT mostly targets riders, passengers, and by-passers for brand advertising. This means that transit advertising provides high brand visibility daily.
People see billboards on a daily basis. Everyone, including drivers, passengers, and pedestrians, should at least glance at these billboards. You have a greater chance of receiving the most impressions if your billboard is attractive and properly placed. Because billboards are placed in strategic locations near intersections and busy thoroughfares, people will constantly be looking at your impressive and eye-catching advertisement.
3. FREQUENCY
Because our daily routines are standard, those who ride buses, subways, and the like are exposed to the ads repeatedly. If you rode the same subway to work and back every day, in one month you would have the opportunity to see the ad 20 to 40 times. The locations of BRT station and shelter signs also afford a high frequency of exposure.
Billboards provide continuous exposure as people pass by. Although the message is shorter than it would be in other ad formats, it can stay in people’s minds longer because it is present at all times of the day.
Also, since ads are placed on Billboards to reach the targeted customers’ demography, acquisition to final conversion is obtained with proper placement.
4. BRAND RECOGNITION
BRT offers high awareness and visibility causing a resonating effect that sticks the message in the hearts of targeted customers.
Billboard ads are seen by hundreds of thousands of people every day. In fact, the same person may see your billboard Ad on a regular basis. This encourages potential customers to conduct a search for your brand, product, or service. Billboard advertising aids in the creation of brand awareness. |
5. RANGE OF CUSTOMERS
With BRT advertisements, you can target a wide range of audiences of different ages and income groups. Based on the product/service that you offer, you can also target families, tourists, professionals, or students.
Billboards enable businesses to reach a wide range of customers with a single advertising medium. Rather than wasting time and money identifying and researching niche target customer groups, a billboard allows you to reach a large portion of the diverse general population.
BRT and Billboard marketing are great outdoor marketing techniques with great potential for ROI generation. Both can fit into any of your marketing campaigns with regard to the marketing budget. At JMT we effectively plan your marketing campaigns (which includes studying your brand, researching market trends of your product, researching your target areas, etc.) to enable you to make the best marketing decisions.
Are you confused if BRT or Billboard marketing is more suitable for your marketing campaigns? Contact us today.
