👍OOH advertising means how to attract the customer’s attention
OOH advertising means how to attract the customer’s attention
The overriding goal of advertising is to gain customer attention and direct it to the promoted product.The effect of such activities, which is a key factor in the marketing industry, is a guarantee of a long-term association of a given service or product by the consumer and recalling this product in the customer’s mind when making purchases.
The basis of all advertising is simply the consumer’s awareness of the existence of a given brand and the services or products it offers. Awareness is desirable for companies, especially in order to generate demand for a particular brand. The reach of outdoor advertising means that the advertiser is able to reach new audiences.
Already a dozen or so years ago, scientists unanimously confirmed the six basic principles on which the advertising campaign is based, which M. I. Shahid stated in the ‘Mass Communication‘ (1999):
- gaining the consumer’s attention,
- generating interest in the product offered,
- developing and maintaining interest,
- creating a desire to purchase a product,
- triggering an action
- maintaining the company’s good name.
The common denominator of the above principles is brand building and consolidation of the company’s image. Repeated image views and the possibility of presenting memorable information make the images seen become a natural tool for creating the company’s image on the market: they force the audience to think, leave an indelible impression and force customers to remember the company’s name. Research by Mark Changizi, a specialist in cognitive psychology, sheds a bright light on the impact of advertising on the human psyche. Its results show that direct, yet balanced, exposure to repeated advertising equals an increase in consumer preferences for these products.
Outdoor advertising increases brand recognition among consumers, creates an aura of trust and credibility, builds the company’s financial value and generates new customers.
However, convincing the consumer to act, i.e. to purchase, is sometimes a long-term process – advertising often focuses the attention of people who do not yet feel or have not experienced the need to buy the product or when the decision-making factor also depends on other institutions, including family, bank, place of employment. This is most often the case with high commitment purchases (as opposed to low commitment purchases, with low manufacturing cost). When people have to “part with” large sums of money to buy real estate, television, car or vacation, they do not make the decision lightly. In such a situation, consumer behavior crowned with the purchase of a product is a series of psychological processes through which they go through: recognizing their needs, finding ways to solve these needs, making a purchase decision (and if so, which brand and where), comparing and interpreting information in order to implement plans (searching for information about the company on the Internet, contacting the company by phone) and finally purchasing the product. If a consumer who makes time-consuming decisions is exposed to advertising of a given product or service, it is more likely that he/she will buy this good.
People notice and react to an OOH / DOOH ad. Research has shown that seven out of ten people said they had seen outdoor advertising (posters, advertising monitors, billboards, grids, screens, etc.) in the past month. Among those who have seen the ad:
- 41% are more likely to get information about the brand
- 70% say that outdoor advertising influences the purchase of a product or service
- 58% search the Internet as a direct result of an ad they had watched
- 55% use a mobile phone or social networking sites to share information seen in outdoor advertising
- 35% buy a product after seeing an advertisement
- 85% believe outdoor advertising is useful
- 83% believe that advertising has an informative dimension
- 82% say advertising helps create the labour market and stimulates the economy.
Static outdoor advertising (and dynamic one even more, as we react more to light and movement) makes the brand recognizable, with a wide range. However, building a brand and consolidating the company’s image is not a one-off matter. It takes a lot of time and resources on the part of the advertiser (e.g. engaging famous (see: expensive) people to advertise a service or product) to get the customers’ attention, persuade them to act and keep them for longer. The largest companies in Poland and in the world continue to act to mark their presence on the market and, most importantly, to develop and maintain the consumer’s interest in a given brand or product offered. Building a brand through advertising triggers long-term sales growth by strengthening loyalty and attachment.
Whether a brand will grow in strength, remain dormant, or go back in time depends largely on the company’s long-term marketing strategy.