Out of home (OOH) advertising refers to any type of advertising that is experienced outside of the home – it’s exactly what it says on the tin.
There are many benefits of both city centre OOH advertising and OOH advertising in the suburbs. However, it can certainly be difficult to decide which location is best, and it can depend heavily upon the type of advertisement being shown, and who the advertisement is aimed at.
This article is going to give you some advice on how to choose the best location for your OOH advertising.
Benefits of OOH Advertising in the City
The cost of advertising via digital billboards in city centres differs depending on the size, exact location, type of advert and the cycles that the billboard follows. However, research shows that advertising in Glasgow City Centre, for example, is significantly more than in somewhere like Esher, Surrey.
Undoubtedly, the population within city centres is a lot larger than those within suburbs, ensuring an increase in brand recognition. According to statistics, 75% of commuters have seen a digital billboard in the last 30 days. Imagine how many more people this would be in a city than in a suburb.
OOH advertising displays information in unique and very visible ways that inform potential customers about your brand and the services that it provides. Another benefit of this is that it enables you to target specific consumers to a greater extent than would be possible in the suburbs.
Benefits of OOH Advertising in the Suburbs
There is less advertising competition in the suburbs than in the city centre, making outdoor advertising better able to connect with the audience. It strengthens the bond between brands and customers and improves return on investment rates. OOH advertising is the most efficient driver of engagement with potential customers, especially if it connects with the audience somewhere where there isn’t much competition.
Age plays a big factor in where people live. Families with children and older generations are more likely to live in the suburbs, where it’s quieter, whilst younger people often prefer city centres because of the convenience that they offer. Thus, if your target market lives in the suburbs, so should your advertisement.
It’s easier for a sense of community to be built in the suburbs than in big cities where a mass of people promotes anonymity. As an advertiser, this makes it easier to target certain audiences or communities, especially if you’re on a budget.
So, Which is the Best Location for Your OOH Advertising?
Ultimately, it depends on the type of company you have and what you’re looking for when advertising. If you’re advertising for a mainstream audience, it’s likely that OOH advertising in the city centre will be best for your purposes. However, if your intended audience is more niche, such as retired people or new mums, it will probably be easier and more effective for you to advertise in the suburbs where you can better target your demographic.
Billboards are one of the most effective advertising methods and are as effective as they once were 20 years ago, so when applied in ways that are proven as effective, this, among other OOH advertising methods, can be used to great benefit for brands.
