5 Tips for Improving Brand Visibility with Outdoor Advertising Displays

Any business must strive for recognition if they want to be successful, and marketing campaigns play a big role in making a brand recognizable. But in today’s broad and extremely competitive market, just being remembered is not enough; if you want to stand among the competition, you must become memorable. In this sense, outdoor advertising has a remarkable capacity to maintain a brand’s presence over time, even more than other advertising mediums.

Outdoor advertising is already an important component of most marketing campaigns, and over the last few years, the increasing influence of digital out-of-home (DOOH) displays has taken over, merging with online marketing channels to transform the advertising scene like no other.

The scope of use for OOH displays is so broad, though, that it might be overwhelmingly challenging for marketers to come up with the best strategy to achieve their specific goals. In this article, we will explore some ideas and offer practical tips that you can apply to boost your brand’s visibility and develop memorable campaigns through digital outdoor advertising.

Unforgettable Experiences: Brand Awareness Gone Right

Outdoor displays have a constant presence and, unlike other forms of advertising that might have time constraints, they provide continuous visibility. As people encounter them repeatedly during their daily routines, a sense of familiarity and trust towards the brand begins to develop.

Outdoor advertising also offers some great capabilities including (but not limited to) custom audience reach, multichannel integration, and consumer journey enhancements. The question is, how can all of them be applied into strategic actions within an advertising campaign? How can we ensure those actions lead to success? Let’s check some helpful considerations for leveraging outdoor advertising resources:

Design Impactful & Emotion-driven Ads

One of the most compelling advantages of outdoor advertising displays is their ability to create an indelible visual impact and evoke feelings. The tangible and larger-than-life nature of outdoor advertising displays offers a refreshing change, cutting through the information overload and transcending the virtual confines to tap into real-world emotions and experiences.

When developing your marketing campaign, go for the senses. Invest in visually striking displays, building wraps, billboards or digital screens, in order to turn outdoor displays into iconic landmarks. Utilize bold designs, captivating imagery, and minimalistic text to capture attention and leave a lasting impression.

Make sure to maintain consistency with your brand’s visual identity - logos, colors and fonts should remain the same across all marketing materials including every outdoor advertising display, in order to reinforce brand recognition and help establish a cohesive brand image, so that consumers can easily identify and remember your brand through specific attributes.

Maximize Exposure and Select Strategic Locations

If you have already set clear goals for your campaign and have identified your target audience, choose the buying spaces based on those two variables, and place the ads strategically so they can successfully reach the consumers you want to reach.

For example, if your goal is to get the brand out there and increase visibility regardless of a specific audience, transit advertising works out great. You may adorn buses, trains, subway stations, and airports with your brand's message on different displays to ensure exposure to a captive audience during their daily commutes or travels.

On the other hand, if you are looking to reach a targeted group of people, a more selective approach to outdoor advertising displays will ensure that you don’t waste resources. You may even partner with local events, festivals, or sports tournaments and use outdoor displays to showcase your brand's support.

A music merchandising brand, for example, could do a billboard takeover near concert arenas or stadiums, strategically placing ads that target music enthusiasts attending shows. This not only increases visibility but also associates the brand with positive experiences.

Create Interactive Experiences

As an upgrade to outdoor advertising, DOOH displays can include interactive elements that fosters audience engagement, prompting consumers to get involved directly with the brand and influencing them through the consumer journey. Touchscreens or augmented reality experiences are excellent resources to snatch attention and increase brand visibility.

Integrating mobile elements like QR codes or NFC technology in your outdoor advertising displays is also a great visibility booster, as they allow people to seamlessly connect with the brands’ digital platforms. A common yet effective practice is to have QR codes or touchscreens lead to the online store, where users can learn more information and make purchases. 

Involve Your Target Audience as Campaigns Unfold 

To tap deeper into interactive initiatives, use DOOH displays to showcase user-generated content and live interactions from your target audience. You may run polls, encourage photo sharing, or request feedback from customers on social media using designated hashtags, which can then be curated and showcased live on outdoor screens at strategic locations.

Encouraging your target audience to share their thoughts and experiences not only reinforces their connection with the brand, but also allows for integration across advertising channels, and ultimately drives a good reputation towards the brand – existing customers who are able to see their own content displayed feel like active participants in the brand’s journey, while potential customers are drawn by positive feedback from people just like them.

Capitalize on Storytelling

Storytelling is the coinflip to shake up the feelings through advertising campaigns. Emotionally resonant content that conveys a concise message is more likely to stick in consumers’ minds and generate word-of-mouth buzz.

Smart taglines that remind of inner values and desires; captivating images or videos that altogether tell a story; or short narratives that portray the greatness of your products or services, are some examples of compelling storytelling ideas that can be applied to drive visibility around your brand.

For instance, a sports gear brand may fill outdoor advertising displays with lifelike images of athletes taking triumphant leaps, conveying the idea of pushing boundaries and achieving greatness. They may also showcase a series of short stories about people who overcome challenges or achieve personal milestones, all wearing comfortable and sophisticated sportswear.

Leverage Knowledge to Control Resources

An unforgettable brand is the result of different approaches towards the multiple angles of an advertising campaign, and the key to successful OOH campaigns lies in creativity, consistency, integration and interactivity. But above all, advertising needs a deep understanding of your target audience in order to succeed.

By combining these strategies and tailoring them to your brand's unique identity, you can create memorable and impactful outdoor advertising campaigns that boost your brand's reputation and visibility. Contact Beeyond today and request your demo to get the ball rolling.