• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Out of Home

Outdoor media = digital media… when creatives get it right

by Genevieve Considine
April 10, 2019
in Out of Home
0 0
0
Outdoor media = digital media… when creatives get it right
Share on FacebookShare on Twitter

Outdoor ads are booming in the smartphone age – and for some brands, these ads are even generating engagement on social media. Why is outdoor advertising still making such a large impact in the digital age?

Outdoor media gets a bad rap for being an outmoded media type that suffers from being hard to track or to measure, in contrast to digital ads and email campaigns that are believed to offer much better targeting and tracking. With these perceptions in place, what do outdoor ads have that makes them so special?

Ironically, four of the 10 largest spenders on outdoor media in the US today are tech firms: Apple, Google, Amazon, and Netflix.

The brands that are getting outdoor right are not only raking it in from their outdoor campaigns, but are also seeing these campaigns translate into their digital footprint. We unpack how and why below.

The growth of digital media, surprisingly, has led to the growth of outdoor

Part of the push into the real world is a response to digital overkill. People spend their days in front of screens being bombarded by pop-up ads and banners – and are becoming increasingly adept at ignoring them, clicking past banner displays or skipping pre-roll commercials.

But real life has no skipping or ad-blocking.

Consequently, real-life ads are becoming more effective: When coming across a billboard, street sign or other eye-catching object, people take a moment to look. In a world with an abundance of screens, large, uncluttered, mostly static images still have the power to grab our attention.

Outdoor media drives people online

According to Nielsen, outdoor advertising is the most effective non-digital medium for driving people online. The pathway from outdoor advertising to online search traffic, to online engagement, to sales or revenue is fairly straightforward, but the success of the pathway depends entirely on execution. Outdoor creative still needs to stand out, communicate clearly, and importantly, be memorable. A clear call to action tells consumers what you want them to do – whether that be in the real world or online. As with any creative medium, execution matters.

Get your creative right, and your outdoor media will be your social media

Thanks to the rise of social media, people’s interaction with their immediate environment has fundamentally changed. Where a restaurant meal used to be something to be enjoyed with friends, it is now first a photo-op before it is sustenance. According to a recent Fast Company article, this highlights an opportunity for outdoor media to attract not only attention and eyeballs but active engagement – like posting and sharing photos of street pole ads, billboards, posters, and wall murals.

Recent research by Nielsen reports that one in four US adults surveyed have posted a photo on Instagram after seeing an outdoor advertisement. Brands would be crazy to ignore a statistic like that.

Outdoor advertising has become a social channel, and if the creative is compelling enough, people will do the work of amplification, or getting so-called “earned media” for brands. The measure of success is seeing people stopping to take note of the creative, and then taking out their phones to snap a picture and share it on social media.

The implications for creative agencies are that they can no longer get away with just putting clear, straightforward messaging on outdoor, but that they need to completely rethink how they approach outdoor creative.

Outdoor creative needs to become something that compels engagement, rather than just interrupting someone’s sightline. Changing our thinking from ad-as-interruption to ad-as-artwork will fundamentally change how the public engages with outdoor, and mean greater engagement and online reach for brands as a result of using outdoor media.


 

 

 

Genevieve Considine is general manager of ADreach who oversees the sales, marketing and operations of one of the largest outdoor media businesses in South Africa.


 

Tags: AdReachdigital OOHNielsenonline searchOOH creativeout-of-homeoutdoor mediasocial mediastreet pole advertising

Genevieve Considine

As the General Manager of ADreach, Genevieve Considine oversees the sales, marketing and operations of one of the largest outdoor media businesses in South Africa. Her broad range of responsibilities stretch from developing new business, managing capex for projects, optimising the use of assets to the developing of people and managing of teams. Genevieve holds an MBA from Henley Business School and a Bachelors in Business from La Trobe University.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?