Dive into the pitfalls of OOH advertising, where 7 out of 10 ads falter. Uncover the keys to revival, reshaping campaigns for lasting impact.
Out-of-home (OOH) advertising, once a stalwart in brand building, is now at a crossroads. A shocking revelation by System1's Andrew Tindall, after three years of research with JCDecaux, exposes a grim truth: 7 out of 10 OOH ads are ineffective. In this blog post, we delve into the reasons behind this alarming statistic and explore actionable steps to revive the creative soul of OOH advertising.
Chasing Shiny New Things: The Downfall of OOH
In the pursuit of novelty, marketers have forsaken the fundamental connection between media and creativity. The efficiency mantra has overshadowed the essence of effectiveness, pushing OOH advertising into a pit of mediocrity. Tindall's research unfolds a narrative where strategic blunders and neglect of core principles have led to the downfall of 70% of OOH campaigns.
The Carpet Bombing Approach: A Flawed Strategy
The common approach of carpet bombing locations near the office, hoping for a glimpse from the C-suite, has proven futile. It's time to ditch the shortsighted tactics and shift focus to the real strengths of OOH advertising.
OOH's Superpowers: A Redemption Path
Let's not forget the superpowers of OOH – broad, high-attention, trust-building quality reach. Tindall's media channel cheat sheet reveals the sweet spot that OOH occupies – a balance of attention, signaling strength, and expansive reach. With claims to reach 98% of the UK population weekly, OOH stands as a potent brand-building medium.
The Creative Pits: An In-depth Analysis
Years of treating OOH as a direct-response efficiency tool have led to the demise of creativity in this space. Tindall's groundbreaking in-context pre-testing tool, developed in collaboration with JCDecaux, exposed a shocking reality. Over half the time, viewers failed to identify the brand on OOH posters, and 40% received a dismal 1-star rating in System1 testing.
The Hopeful Turnaround: 'How to Keep Your Out-Of-Home Out of the Creative Pits'
Actually Create OOH: Marketers must abandon the practice of simply transferring print and shop-activation creative onto posters. Each OOH campaign deserves tailored, impactful content.
Don't Be Scared to Brand: Leveraging insights from JCDecaux and Lumen, Tindall advocates for bold branding at the top of the poster. This simple shift increases brand recognition by a staggering 20%.
Be Realistic: Acknowledge the two-second attention span of viewers. Opt for bold branding, use distinctive color swatches, and limit text to less than 10 words to capture attention effectively.
In conclusion, the revelation of the ineffective state of 7 out of 10 OOH ads is a call to action for marketers. It's time to revive the creativity that once made OOH a powerhouse in brand building. By understanding and leveraging OOH's superpowers and adopting a creative-first approach, advertisers can ensure their campaigns not only grab attention but also leave a lasting impact on consumers. The road to OOH redemption begins with embracing creativity and saying goodbye to the pitfalls that have plagued this once-mighty advertising medium.
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#Advertisinginaviation #Outdooradvertising #bmoutdoor #Outdoorbillboards Frequently Asked Questions About Advertising in The Code
Q: How much does outdoor advertising cost in The Code?
A: The cost of outdoor advertising in The Code starts from $2,500 CAD, varying based on factors like location, format, and duration. BM Outdoor Media offers customized solutions, including Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), and Transit Advertising options such as bus advertising, shelters, and interior cards. Our team will help you select the perfect media type to fit your budget and marketing goals.
Q: How can I buy outdoor advertising space in The Code?
A: Purchasing outdoor advertising in The Code is easy with BM Outdoor Media. Select your preferred format—whether it's a Bulletin Billboard (48'W x 14'H), Digital Bulletin (8'W x 14'H), Poster (22'8"W x 10'5"H), Junior Poster (11'W x 5'H), or Transit Advertising (buses, shelters, interior cards)—with packages starting from $2,500 CAD. We handle everything from permits to installation, ensuring a seamless process.
Q: How much is a billboard ad in The Code?
A: Billboard advertising costs in The Code vary by format: Bulletin Billboards (48'W x 14'H) start from $3,800 CAD monthly, Digital Bulletins (8'W x 14'H) from $4,500 CAD, medium-sized Posters (22'8"W x 10'5"H) from $2,800 CAD, and Junior Posters (11'W x 5'H) from $2,500 CAD. Pricing depends on location, visibility, and contract duration. Contact BM Outdoor Media for competitive pricing and premium locations.
Q: What are the benefits of outdoor advertising in The Code?
A: Outdoor advertising in The Code offers 24/7 visibility, high-impact exposure, and strategic placements in high-traffic areas. With options ranging from large Bulletin Billboards (48'W x 14'H) to compact Junior Posters (11'W x 5'H) and Transit Advertising (buses, shelters, interior cards), you can select the format that best reaches your audience. Investments starting at $2,500 CAD deliver excellent ROI compared to many other advertising channels.
Q: Where can I find the best outdoor advertising locations in The Code?
A: BM Outdoor Media provides premium outdoor advertising locations in The Code's most visible and high-traffic areas. We offer Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), and Transit Advertising options strategically positioned throughout the city. Prime locations start from $3,200 CAD, with our team helping you select optimal placement for maximum impact.
Q: How long should I run an outdoor advertising campaign in The Code?
A: For optimal brand exposure, we recommend running your outdoor advertising campaign in The Code for at least four weeks, with packages starting from $2,500 CAD per month for Junior Posters (11'W x 5'H) up to $4,500+ CAD for Digital Bulletins (8'W x 14'H). Longer campaigns enhance brand recognition and customer engagement, with discounts available for 3+ month commitments across all our media formats.
Q: Does BM Outdoor Media offer digital billboards in The Code?
A: Yes! BM Outdoor Media provides high-impact Digital Bulletins (8'W x 14'H) in The Code starting from $4,500 CAD monthly. These digital billboards allow for dynamic ad rotations, dayparting, and flexible messaging to maximize your campaign's effectiveness. Digital solutions offer greater flexibility, real-time campaign updates, and attention-grabbing visual impact.
Q: What outdoor advertising options are available in The Code?
A: BM Outdoor Media offers multiple formats in The Code: Bulletin Billboards (48'W x 14'H) from $3,800 CAD, Digital Bulletins (8'W x 14'H) from $4,500 CAD, Posters (22'8"W x 10'5"H) from $2,800 CAD, Junior Posters (11'W x 5'H) from $2,500 CAD, and Transit Advertising (bus exteriors, shelter ads, and interior cards) from $2,800 CAD. Each format offers unique advantages depending on your targeting needs and budget.
Q: What is the process for launching an outdoor advertising campaign in The Code?
A: BM Outdoor Media's process in The Code includes consultation, strategy development, creative design, production, installation, and ongoing campaign monitoring. We'll help you select the right format—from large Bulletin Billboards (48'W x 14'H) to Transit Advertising options—based on your objectives. With budgets starting at $2,500 CAD, we create comprehensive campaigns tailored to your specific marketing goals.
Q: How can I measure the success of my outdoor advertising campaign in The Code?
A: BM Outdoor Media provides audience analytics, traffic data, and engagement metrics to track the effectiveness of your campaign in The Code. Whether you choose Bulletin Billboards (48'W x 14'H), Digital Bulletins (8'W x 14'H), Posters (22'8"W x 10'5"H), Junior Posters (11'W x 5'H), or Transit Advertising, our reporting tools are included with all packages starting from $2,500 CAD to help quantify your advertising ROI.
Q: Can BM Outdoor Media target specific demographics in The Code?
A: Absolutely. Our diverse media formats—from large Bulletin Billboards (48'W x 14'H) to focused Transit Advertising—allow for precise demographic targeting based on traffic patterns, neighborhood demographics, and consumer behavior. For example, Transit Advertising effectively reaches urban commuters, while strategically placed Junior Posters (11'W x 5'H) can target specific neighborhoods. Targeted campaigns start from $2,900 CAD, offering better conversion rates and campaign efficiency.
Ready to elevate your brand in The Code? Contact BM Outdoor Media today for a free consultation and discover how our premium outdoor advertising solutions can transform your business.
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