How to Reach Your Consumers With Outdoor Advertising

How to Reach Your Consumers With Outdoor Advertising

The most common forms of advertisements are tv ads, magazine and newspaper (printed) ads, and online advertisements. These forms of promotional marketing also have the highest yearly spending rates across the country. But is the amount of money spent on those types of ads proportional to the amount of time people spend viewing them? The answer is "not even close"! Most people are exposed to the types of ads mentioned within the confines of their homes. But with the advancement of technology, consumers now have much more control over what marketing they view. The ability for consumers to choose what advertisements they ingest, combined with the decreasing amount of time people are spending at home, it is surprising that the dollar amounts spent is so proportionally mismatched. If potential customers aren't at home anymore, just where are they?

Consumers are Out and About

As previously mentioned, consumers are no longer home as much as they used to be. If people are outside of their homes then they are grocery shopping, headed to or from work, running errands, taking trips, and going to school. In other words, spending a whole lot of time in their cars or on public transportation. The Arbitron National's recent study done by In-Car Study focuses on the amount of exposure consumers have to outdoor advertising and how effective those outdoor advertisements, in the form of billboards, were (the measuring the result of the purchasing conversion of potential customers). Arbitron National's recent "In-Car Study" found that most Americans spend nearly 20 hours in their cars every week, racking-up more than 200 miles on the road. Assuming that most adults work a 40-hour work week, they spend what could be described as a (unpaid) part-time job in their cars going about the necessities of life. For the majority of the population who does not have access to a private helicopter, anytime they need to go somewhere, they have the option of a couple of drivable routes around town that can get them to their destinations, usually taking them directly past more than one billboard. So what are some options for promotional marketing that are effective at reaching people in their cars where they spend so much of their time?

Customers Pay Attention to Outdoor Advertising

Arbitron National's "In-Car Study" discovered that outdoor advertising are a very effective way of reaching those who are driving by (98% of the American adult population), noting that 71% of travelers "often look" at promotional marketing on billboards when they drive past them. But it's not enough for a potential customer to simply notice an outdoor advertisement, its needs to convert them in order to be considered effective. Arbitron National found that outdoor advertising should be considered effective. Roadside promotional marketing is one of the last ways of communicating with a consumer before they make their buying decision, and this study found that more than two-thirds of Americans make their purchasing decisions while they are driving in the car, while over one-third of consumers spontaneously choose to stop and shop on their way home from work. This means outdoor advertisements, specifically, a billboard, more than in-home tv ads, newspaper fliers, and internet banner ads, have a greater influence on consumer's purchasing decisions.

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