For many years now, digital advertising has been at the forefront of marketing efforts. Consumers spend more time on their devices than they do consuming printed media, and as such, advertisers have focused their attention accordingly. Ever since the implementation of digital billboards, there has been an uptick in billboard ad buys.
Social media has cultivated a visually-driven advertising world, opening up the opportunity for billboards to make a big impression that could ultimately lead to millions of additional impressions. Here are three things advertisers are doing to ensure that their digital and out-of-home campaigns are working together.
Location Is Key
Location is the most important thing to consider when planning an out-of-home campaign. Most importantly, the environment should reflect your brand. The easier it is for someone to stop and absorb your advertisement, the more lasting the impression will be.
Budgets and Partners
Adweek reported that the average cost per click increased 136 percent in the first half of 2017, and while digital pricing is rapidly increasing, billboard pricing has remained relatively stable. Figuring out how to effectively tie outdoor in with digital campaigns, and working with the right media buyer, can allow a creative play between digital and physical advertising efforts.
Make Digital and Physical Work Together
Tying digital ads to a billboard campaign can be accomplished in a number of creative ways. Using geotargeting, consumers can unlock special offers and features when standing near the billboard. Contests can even require fans and customers to take a selfie with the billboard.