In a world that's increasingly digital and virtual, it may be tempting for advertisers to allocate most of their budget to display advertising online. However, there is evidence that outdoor advertising, including audio and video formats, can be more effective for brands than display advertising. In this blog post, we will explore the reasons why advertisers should consider moving more of their budgets to out-of-home advertising.

1. Outdoor advertising reaches a wider audience

Outdoor advertising can reach a larger audience than online display advertising, especially in densely populated areas. According to a study by Nielsen, out-of-home advertising reaches 93% of U.S. consumers every week, while online display advertising only reaches 53%. This is because outdoor advertising is visible to anyone who passes by, while online advertising can be blocked or ignored by ad-blocking software or simply not viewed by users.

2. Outdoor advertising is more memorable

Outdoor advertising is more memorable than online display advertising, according to a study by the Outdoor Advertising Association of America. The study found that 71% of people who saw an out-of-home ad could recall the brand or product advertised, compared to 43% for online display ads. This may be because outdoor advertising is often larger, more visually striking, and located in highly visible areas.

3. Outdoor advertising is less intrusive

Unlike online display advertising, outdoor advertising is less intrusive and does not interrupt the user's experience. While online ads can be annoying or even irritating, outdoor ads are a part of the environment and can even enhance the urban landscape. This makes them more welcome and less likely to be ignored or blocked by consumers.

4. Outdoor advertising can be highly targeted

Outdoor advertising can be highly targeted to specific demographics and locations, just like online advertising. With the use of technology such as geotargeting and programmatic advertising, brands can ensure that their ads are seen by the right people at the right time. For example, a brand can display a video ad for a new restaurant in a busy shopping district, where there are likely to be hungry shoppers looking for a place to eat.

5. Outdoor advertising can be cost-effective

While outdoor advertising may seem expensive compared to online display advertising, it can actually be more cost-effective in the long run. According to a study by the Outdoor Advertising Association of America, outdoor advertising has a lower cost per thousand impressions (CPM) than most other forms of advertising, including TV, radio, and online display advertising. This means that brands can reach a larger audience with less money spent.

In conclusion, outdoor advertising, including audio and video formats, can be more effective for brands than online display advertising. It reaches a wider audience, is more memorable, less intrusive, can be highly targeted, and can be cost-effective in the long run. So next time you're planning your advertising budget, consider investing more in out-of-home advertising to increase your brand's visibility and effectiveness.

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