Buyer's Guide for Outdoor Advertising
What is Out-of-Home advertising?
We see it everywhere, when we’re driving to work, walking in the city centre or shopping at our local supermarket, out-of-home ads reach us when we are out and about. It’s the last remaining truly broadcast medium.
Our out-of-home advertising portfolio consists of a wide range of digital and paper formats from large traditional billboard posters to a network of digital screens.
Unlike television and radio advertisements, out-of-home is always on – day or night. You can’t switch it off or turn the page – it’s simply unavoidable!
It’s no surprise that we reach more than 70% of the country population every week!
How do I reach my audience?
There’s a huge selection of locations to place your advert. Typically, the better the ad placement, the more noticeable your ad will be and the better the results will be. However, there are a number of important factors to take into account when deciding the perfect position for your advertisement.
Visibility
When considering the location of your advertisement, think about the surroundings and imagine how you would see your own ad if you were there. If you’re looking to reach pedestrians, you can afford to have more copy, as people will have more time to engage and understand your message. However, if you choose a site next to a busy arterial road, we’d suggest following the ‘less is more’ rule and have less copy on your poster. People are driving past your advert at speed and therefore your message needs to have an instant impact and be easy for consumers to digest.
Demographic
Think about who you’re advertising to. If you’re promoting a product aimed at teenagers, select locations where you know they are likely to be, like shopping malls and high streets. If you don’t know where your audience typically is – we do. We have a dedicated team that help us plan targeted ad campaigns for local businesses. As another example, if you’re looking to reach parents with your advert, you could select advertisement sites along popular routes to schools and colleges where you know parents will be driving down. You can do this for any type of customer in any area of the UK.
Why should I use digial advertising?
All of our Scenic Media Hub advertising sites are Digital – and this number is growing fast. In fact, Scenic Media Hub plans to increase the number of Digital Billboard Live sites to 500 by the end 2020. But how does digital differ to traditional Out of Home advertising? And why should your business be using it?
Flexibility
With traditional advertising, once the advert is up, it can’t easily be changed. With digital displays, you can change what’s showing in a matter of seconds, either through scheduled changes or uploading new content. This flexibility enables your business to run a variety of different creatives to deliver a number of targeted messages.
Creativity
Scenic Media Hub (SMH) platform benefits from some amazing technological innovations. Face detection (with or without mask), movement tracking and even augmented reality can deliver a truly stunning advertisement that makes people stop and pay attention. In fact digital ads are viewed twice as long by pedestrian viewers and adverts with animation see view numbers increase up to 24%.
Other important questions
How long will my advert last?
The standard campaign length using traditional poster advertising sites is two weeks. Whether you use large billboards or multiple bus stop sites, it will last a minimum 14 day ‘cycle’ which is determined by our advertising posting calendar. Any further adverts duration increase would be an additional two weeks, e.g. 2,4,6,8 weeks.
However with the increased development of digital advertising, the two weeks cycle is certainly no longer concrete. As digital campaigns are sent electronically to your desired advertisement sites, there’s no time spent pasting the poster up and taking it down – it’s more innovative and efficient.
Digital therefore provides businesses with immense campaign flexibility and the ability to advertise at very specific dates and times. For example, if you wanted to promote a time sensitive offer at the weekend or if you wanted to use multiple creatives and change your digital advert daily – you could.
What can I expect during and after my adverts?
Once your adverts are launched, we will keep in touch with you throughout the campaign regarding further services, additional options and to ensure that your whole campaign runs smoothly. After your campaign has ended we will arrange a Post Campaign Analysis meeting with you to discuss the success and results in detail to determine whether your business objectives have been met. This includes determining ROI, analysing the number of people who saw your advert or the number of times your digital campaign displayed. Once we’ve reviewed the success of your campaign, we’ll address any other opportunities for future campaigns.
How do I make my ad?
Whether you have ideas about what you want your advert to do and say or if you don’t know where to start, contact a professional designer to assist you with the creation of your poster advert.
Alternatively, you can try our Scenic Media Hub CMS Platform to create adverts with animation. It has the capability to display videos with overlay of multiple text, images and animations on each element - matching the need for every kind of digital screen deployed across the country - perfect for advert creation.
How much does my advert cost?
We digital advertisement sites across the country, each varying in cost due to a range of reasons. The exact location of the advertisement panel, the overall duration of your campaign and the total number of locations you select can influence the total cost of your campaign. To find out more about our advertising options, including how much your advertising campaign will cost – get in touch with us today. Our dedicated, friendly team will help you through the process.