Author Archives: KND Digital

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Improve purchase intent: How traditional & digital advertising work together

In today’s highly digital world, people are making purchase decisions differently than they did even just a few years ago. Customers have come to expect brands to cater to their needs both on and offline, and businesses need to work hard to keep up with the demand.

The truth is, people aren’t always in front of their screens, so using traditional advertising in collaboration with digital advertising can really give you a leg up on the competition. Some research indicates that certain groups of customers are even shying away from spending significant periods of time online, particularly on social media, which continues to change, challenge and even frustrate them. Every bit of communication a brand has with a customer is a valuable step in the buyers’ journey. Read on to learn how to use a multi-channel (or, omnichannel) approach in your marketing strategy to make the biggest impact.

Why Traditional Advertising Still Works

The benefits of digital ads are clear – they can help you reach a very specific, targeted audience because you can target demographics like age, gender, hobbies, or location. These particular ads are great for customers who are further along in the buyers’ journey.

On the other hand, traditional media is really more versatile and can have a much wider audience. That said, it can also highly target specific customers to drive them to purchase from your business. For example, a billboard can reach many more people than an online ad, and it can create a spark of interest in those in the initial stages of the buying journey. Used creatively, billboard campaigns can also inspire immediate action, such as showcasing this month’s best deal for your business, that’s available in store right now. In fact, 78% of Australians noted that they noticed billboard advertising every month. In many cases, it’s easy to tune out the ads we see online, but when we’re travelling outside, there are fewer distractions, and people tend to be more open to receiving advertising messages.

Combine Strategies To Win

When coming up with an advertising strategy, think about how to combine a traditional and digital strategy for a more powerful impact. Design eye-catching outdoor advertising that will draw in potential customers by creating awareness about who you are, and then prompt them to visit your website or give you a call.

Traditional advertising can help you make that very first contact, and start a relationship with your customers that you can work to strengthen over time. From there, collect email addresses, or target more specific groups with digital ad campaigns that tell customers more about who you are and what you can offer them. While a billboard can work to plant the first seed in the customer’s mind, combining this seed with your digital strategy can really connect the benefits of your product or service.

The Outdoor Media Associations’ Brand Science research noted that out of home advertising improves the return on investment of your adverting dollar spent on other media when you combine your campaigns. So if you are serious about multiplying and expanding your reach, outdoor advertising should be part of your marketing strategy.

Keep It Clear

The most important thing you can do when looking to combine traditional and digital advertising strategies is to keep your branding consistent throughout every message you offer your customers. Visually, stick with colours and a logo that are easily recognisable, even from a distance. Keep messaging and content short and sharp, and create a strong voice that your customers can relate to. It takes between five and seven touches for brand awareness to start to develop in a customer, so using both digital and traditional marketing can help you touch more customers. Driving past a billboard daily, people will start to notice what it says, and if they later see the same brand while browsing social media or surfing the internet, it’s more likely that you’ll make a solid connection.

A Perfect Pair

Billboards and online ads can make a perfect pair for your business. Create awareness, generate more leads, and increase your sales by combining these two strategies. If you’re looking for more information on outdoor advertising and how it can help your business, contact us. With 25 years of experience, Bishopp is Australia’s leading out-of-home advertising company. Our team are happy to learn about the unique needs of your business and help you achieve your advertising goals.

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Outdoor media advertising delivers online activity

You might be surprised to learn that outdoor media advertising delivers more online activity per ad dollars spent than TV, radio, and print. In addition, outdoor media advertising now accounts for 26% of gross search activation when compared to more traditional media.

With the advent of social media and ubiquitous Google searches, savvy business owners and marketing professionals are incorporating outdoor advertising campaigns into a cohesive and seamless medium that integrates the digital and physical worlds. As consumers change the way they interact with ad messages, out of home advertising has morphed into a messaging powerhouse that complements and supports digital, print, TV, and radio advertising with compelling deliverables that were unheard of just a decade ago.

How Does Digital and Out of Home Advertising Work Together?

This merging of digital and outdoor advertising has transformed where marketing professionals and business owners allocate their media dollars. It is no longer a matter of where to spend your advertising budget – whether on billboards or other – but rather, how to combine your advertising efforts to get the best bang for your buck. This has transitioned out of home advertising into killer campaigns that are untouchable in reach and cost-effective CPM’s (cost per thousand impressions).

The newly formed partnership between digital and outdoor media has advertisers rethinking ways to optimise their ad dollars. According to a recent study conducted by Nielsen research, media that reaches consumers while they are outside their homes, such as media seen on billboards, bus stops, in airports or sports stadiums, is the most effective channel for driving online activity. In fact, the “Online Activation Survey” revealed that, while accounting for only 7% of the ad dollars, outdoor media advertising delivers more online activity per ad dollars spent than TV, radio, and print. Additionally, the study concluded that outdoor media accounts for 26% of gross search activation when compared to more traditional media.

Billboard Advertising Increases Reach and Frequency

If you’re looking to reach more consumers in a highly targeted audience sector with greater frequency, billboards are the answer. According to Matt O’Connor, an entrepreneur and writer for Adweek, billboards reach 90% of the population combined. Additionally, your ad message can be geographically targeted with pinpoint precision.

Some advertisers complain that outdoor advertising cannot be qualified or quantified accurately. While that may have been true a decade ago, it no longer is today. Our out of home campaign integration with Google Analytics can measure increases in site traffic emanating from outdoor locations. This technique has been proven to increase traffic by more than 40%. Billboards can also be integrated into Google AdWords to measure Cost Per Click (CPM) and click-through rates by area. This technique can be employed to quantify performance in online activity.

Using Billboards for Brand Awareness

Billboards are also an ideal way to build brand awareness for your product. The Australian public is inundated with a plethora of ad messages each day in our homes and places of work. Billboards give advertisers a voice that can be heard above the noise. Studies suggest that we are more aware of our surroundings when we are outside driving our vehicles. Our senses are honed to peak efficiency. This heightened state of mind makes us more attuned to outdoor advertising messages that we are exposed to. This increased attention span makes us more receptive to the ad messages we come across.

Target Marketing Magazine offers four tips for outdoor advertising marketing success.

  1. Take a creative approach to ensure that your ad message stands out from the crowd.
  2. Go for high traffic sites that optimise exposure.
  3. Analyse your competitors outdoor and billboard advertising to determine what’s working for them.
  4. Billboards enjoy an average exposure of 8 seconds. Keep your message simple and memorable.

Finally, don’t let the success of your outdoor campaign fall into the hands of the uninitiated. Select an ad specialist like Bishopp Advertising and take advantage of our years of experience in Billboard advertising success. For more information, contact us.