The holiday season brings out the best in people. It is a time to gather with family and friends and wish each other well in the coming year. For most people, it is a hectic time full of social engagements and shopping trips. Data shows that 45% of seasonal shoppers have not decided where to purchase gifts and at least 33% are expected to do some last-minute shopping. Out Of Home (OOH) advertising is one of the most efficient marketing tools because it has the power to sway consumers’ decisions when they are most likely to make a purchase.
Exposure Drives Sales
The average person spends most of their time outside their home and during the final months of the year, they are constantly thinking about buying gifts or planning parties. This opens a huge window of opportunity for retailers and OOH is known to directly influence purchase behavior, more so than TV, print or even social media. There is also a correlation between the amount of time people are out of home and how much money they spend shopping. Running a comprehensive OOH marketing campaign will effectively bring big spenders into your business.
OOH makes consumers curious. Campaigns can be bold and creative or heartwarming and familiar. Its impact on the spectator covers a large range of emotions: from amusement to nostalgia or even empowerment. It is this response that drives consumers and their consequent actions. Half of the people that see a billboard will visit a website to find out more about the products or services advertised. This takes them one step closer to the check-out counter. It is estimated that 85% of people still prefer to visit physical stores and a billboard can help them decide where to make their purchases.
A United Front
OOH is an extremely efficient tool, and although it is not the only one available, it should be at the core of any marketing strategy. Mobile, social and digital advertising are great ways to retarget potential customers or get them more involved. But billboards will get the conversation started and spectators cannot simply skip them, block them or turn them off. Instead, they give you the chance to amplify your message and make an impact. The goal of the industry is to exploit all the advantages of OOH to keep it at the center of the advertising ecosystem.