Outdoor Advertising In The New Age

Outdoor advertising is becoming as irrelevant as the Greek economy. The two unrelated entities have a few similarities; digital marketing is slowly overpowering traditional forms of advertising, just like European banks are slowly crushing the Greek economy under proposed austerity measures. Traditional advertising is expected to be used less frequently, just like the Euro will have to be replaced with a localized Greek currency. Where the two differ, however, is in the fact that outdoor advertising’s irrelevance is completely misguided. It is neither irrelevant nor less powerful than digital advertising, and here is why…

Outdoor Advertising and Digital Advertising can work hand-in-hand. There has been a constant belief that digital marketing will overpower and cripple the effectiveness of outdoor advertising. While there has been an increase in our exposure to advertising due to the emergence of its digital form, this only increases competition, not destruction. Many contemporary marketing experts in the world’s most advanced states, like the USA, Japan and Western Europe, have blended advertising so that outdoor and digital work together. For example: users of Google Glass will be able to look at billboards, newspaper adverts and banners that will literally come to life through the use of their glasses. Smartphone users will also receive notifications when in visual range of particular billboards. In these ways outdoor advertising works in conjunction with digital to create a unique and interactive experience that will never be forgotten.

We will always look at billboards. As humans we spend our lives travelling. We travel to and from our place of work, between shops, and to places of recreation. We will continue to move about, and by doing so we will continue to look at billboards, banners, building wraps, vehicle wraps and signs. According to recent studies, most people make shopping decisions while in their cars. Outdoor advertising will always be a relevant form of advertising.

Competition Breeds Creativity. Because people are bombarded by information and ads, even on their smartphones and digital devices, advertising needs to be more creative. Advertising needs to engage with the viewer in ways that will grab their attention. Information has become so valuable that the less information the better. Take a look at this J&B billboard, and you will get an idea…

The billboard is simple, clean, clever and creative, with very little content.

Outdoor advertising will not perish in our ‘new age’, rather it will reshape and adapt, it will work with digital advertising rather than against it, and it will be used more creatively and efficiently. For all your billboard, banner, building wrap and other forms of outdoor advertising in Johannesburg and surrounds, contact Impact Brand Solutions…