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Blog posts tagged outdoor advertising
Point-of-sale advertising is everywhere - even on mobile phones
August 07, 2009
It is no longer the case that people need to be indoors to access online services. Everywhere that people are with their mobile devices can be viewed as being at the point of sale. As an instant activation tool the mobile can be used to interact with any media anytime, anyplace, anywhere, thereby generating high response rates. Businesses should consider how they can harness this change in consumer behaviour and make it work to their advantage when thinking about teaming it with their advertising efforts - for example, using text message response or directing customers to a website that they can easily access from their mobile phones. With mobile Internet usage growing exponentially year on year (in the UK 16.4 million browsed the mobile Internet in May 2008 according to the Mobile Data Association) and the subsequent emergence of mobile advertising (technology research company Gartner predicts the mobile advertising market will reach £12 billion by 2011), campaigns directing customers to websites can be targeted specifically to sizeable audiences. Relevant targeted campaigns ensure little or no wastage. As more and more mobile internet sites appear, mobile search will eventually take centre stage. Eric Schmidt, the CEO of Google, remarked in June 2008 that “We [Google] can make more money in mobile than we do in the desktop, eventually”. Analysts appear to agree with this optimistic outlook, with mobile search expected to generate annual revenues of $4.8bn by 2013, potentially the most popular method of all with advertisers in the not too distant future.
Outdoor Advertising: A Dying Medium? Definitely not.
July 31, 2009
Recent articles in the media and marketing trade press, are hotly debating the question of whether outdoor advertising has had its day.
For the record, we say the answer's 'no'; but I wanted to explain why we know this is the case. A quiet revolution is going on in out-of-home advertising. Small businesses are really starting to tune in to the medium's benefits, and we are seeing ever-increasing numbers – around 250 per week, in fact - signing up to Signposter.com to run out-of-home campaigns in their local area.
I believe that if small businesses are prepared to invest hard-won capital into an outdoor campaign on an ongoing basis like this, it’s because of hard evidence - such as sales increases or increased footfall to their business - of the medium's effectiveness. When every pound counts, they won't do any promotion without the confidence it will work.
This says to me that 'on the streets', where it counts, outdoor is working; it’s picking up more converts to its impact and effectiveness. And if it works like this for small businesses and local campaigns, I'm confident it'll continue to deliver for the big players as well.
Local businesses must seize low-risk advertising opportunities
July 01, 2009
Local press has been having a torrid time of it lately. It seems that scarcely a week goes by without reports of more problems for titles and groups within the medium. It's also a tough time for small businesses, which are seeing their profits squeezed by the downturn, while knowing full well that there has never been a more important time to shout louder than others in their field.
Given these circumstances it might seem like a very frightening time to commit precious promotional budget to a struggling medium. But there are alternatives, and now is a great time to explore them. A service such as Signposter.com, an online service helping UK businesses buy and manage outdoor advertising, offers a viable, effective, low-cost and risk-free way to build up promotional collateral free from any potential surrounding editorial negativity.
There is no denying that local press has a role to play in the promotional mix for small businesses. It's a proven way of reaching consumers in a local area. But now is surely the time for local businesses to do some research and be more adventurous, and gain stand-out by doing so.
Outdoor advertising is now within the reach of small business managers.
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