Do Outdoor Advertising Still Portray a Crimson Face?

From times and the painful 2020, we are in dilemma that "What’s Next?" – Are we going to face yet another lockdown or crashing economy? The re-opening of every sector has pushed some hope in our neurotic systems that we will soon be normal as we were supposed to. Stability is the new light from the tunnel vision of upcoming months and years. Currently, we are all our portraying a crimson face and the advertising industry is not barred from the consequences. Years ago, we have witnessed the repetition of advertisements on televisions, with no new billboard installations and even no new shootings of them.

In this article, we are going to focus on outdoor advertising primarily and will map out its journey – from traditional bridging times to the pandemic chimes. A good chunk of conglomerates keeps their finances for outdoor advertisements besides the traditional media spaces. Though the traditional medium possesses a significant watch time, spectators also persist to turn their heads towards interesting outdoor advertisements. And this trend will continue as many people are enjoying strolling outdoors post-pandemic.

The fragmentation goes with the viewers spending their time watching television, listening to radio, and reading newspaper to the ones who spend their travel times in rushy traffics – and the latter one is the direct audience brands want to target. At favorable places, outdoor advertisements are placed to catch and hold the eyeball. The retainment factor plays an important role here.

Nowadays, advertising firms base their strategies to target both types of audiences –

• Who doesn’t have much awareness
• Who needs a regular prompt to complete the visibility and loyalty cycle

Like people remember famous television ads they should get hooked on billboards that grab their eyeballs for some time. And that ‘some time’ is enough to connect with the consumer. In parallel contexts, most prolly in a parallel universe – though! Outdoor Advertising spaces act as the creative canvasses that provide a glimpse of how outdoor advertising will work from different perspectives. Like television covers masses but it still falls under the traditional rooms, similarly, outdoor covers masses with a plethora of footprints. You just have to make that footprint look above your advertisement. It’s the real-time convert bait.

The long-time impact that the outdoor provides is the thing that will fade away with time or some deliberate human activities like the brutal ones of scratching the flex out with a knife.

The Impact

The impact can be mapped out with the smiling face as the results the outdoor advertising puts out are half amazing and half best. The impact can also be audited through how it hits the elusive target audience – the impression it creates (for a long time) – the retainment and the recall effect it creates with a timely prompt. After the deadly pandemic, advertising agencies are finding new innovative tricky-to-reach methods of advertising outdoors. The Work from Home concept had made the advertising strategy brains rethink upon placing advertisements to catch and hold eyeballs. Catching feelings is the present talk though!

Including 3D and AI technologies are alluring people to connect with what a brand has to say! Every brand is up with a placard that brandishes "I Got a Story to Tell" in the crowd but the story is only sellable when you possess that ‘Unique Selling Point’ in you. And the impact will also be stronger than you can think of.

The visuals trigger conversions and storytelling keep you hooked. After all, the stronger the visual, the stronger the impact, and the higher the conversion. The scalability (of sales) keeps on rotating at higher speeds with the impact.

A successful campaign influences the impact and the ‘Crimson Face’ will get vanished over the period. How you can place advertisements for a better reach? How effectively you can pull the ROI and that too in post-pandemic times? I think the answer to these questions is answered through the above explanation of impact.

Not breaking the nib of the pen after writing this article (like penning the death sentence) because many more additions can be done over the period as it’s like a rollercoaster of time that what are we going to witness ahead.

D'art Design a global retail design agency has developed a global reputation for creating amazing environments that people experience completely and deeply.