Take a look outside. There’s a good chance that there is some form of advertising you can see right now. Even if all you can see is a vehicle you own, the branding on the outside of the car is a form of advertising. The dealer’s name on your license plate frame or on the back of your vehicle is advertising as well.
Here are the pros and cons of outdoor advertising to think about.
What Are the Pros of Outdoor Advertising?
1. It is a cost-effective option.
The cost-per-exposure for advertising outdoors is one of the best in the advertising industry. It is comparable to the cost per thousand impressions for internet advertising. That is because outdoor advertising can be placed in high traffic areas while requiring minimal ongoing maintenance.
2. It creates an immediate first impression.
If someone is looking for what you offer, the impact of outdoor advertising is immediate. That individual just became a prospect, especially if the advertising contains contact information.
3. It encourages impulse purchasing.
Outdoor advertising is geared toward emotions and current physical states. Motels advertise on billboards along highways because people feel tired after driving. It is a way to reinforce the positive aspects of brand messaging while creating a value promise that a person’s needs will be fulfilled.
What Are the Cons of Outdoor Advertising?
1. High traffic areas don’t always equate to good prospect areas.
Just because lots of people go through a specific location doesn’t mean there will be high levels of brand interest. If a billboard for pickles goes up in a town where everyone hates pickles, it will be difficult to generate customer interest.
2. Vandalism can affect the experience.
Outdoor advertising must be routinely inspected to ensure that it displays properly. Vandalism can cause the value of the investment to be reduced. Even weather damage can be enough to stop potential customers from contacting a business for needed services.
3. It can be difficult to remember contact information.
Think about the last time you saw a billboard. What was the call to action you saw? Was it a phone number to call? An exit to follow? A highway to find? Outdoor advertising is intended to make an immediate impact. It has a minimal influence on long-term needs.
These outdoor advertising pros and cons show that this can be an effective solution for brand communication, but not for every business. That is why every advertising option should be carefully considered.
Brandon Miller has a B.A. from the University of Texas at Austin. He is a seasoned writer who has written over one hundred articles, which have been read by over 500,000 people. If you have any comments or concerns about this blog post, then please contact the Green Garage team here.