Out-of-home (OOH) advertising is a form of advertising designed to reach consumers when they are not at home. Platforms include billboards, benches, buses, taxis, posters, and construction hoarding. A key advantage of OOH advertising is that it’s very hard to miss. Unlike online advertising, for example, where each advertiser must vie for attention or be thwarted by ad blockers, OOH can’t be blocked and is very difficult to avoid.
Out-of-home advertising can play an important role in driving awareness for your development and your brand. Ocean NeuroScience found that “consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home ad first.” Further, Nielsen and the OAAA found that 46% of surveyed adults had conducted an online search after first seeing the object of their search in an OOH ad.
Construction hoarding provides a valuable opportunity to reach your target audience right where they work and live. However, to fully optimize this platform you must integrate it with your digital marketing channels for a cohesive marketing campaign. Here’s how:
- Include a website and QR code in your graphics. This will enable you to track the effectiveness of your construction hoarding advertising. The URL should be short and easy to remember.
- Create a memorable name for your development. It should align strongly with the graphics and be catchy enough to make it easy to Google later. Make sure your website is optimized for search engines so that your development shows up on the first page.
- Leverage social media. Social media is a powerful tool to create hype around your construction hoarding and your new development. A great way to engage consumers through social media is to include a hashtag in your design and ask people to snap a photo of the hoarding and post it using the hashtag. By tracking the number of posts you can determine the effectiveness of your construction hoarding advertising, plus it generates social media content.
My Lakeview Village in Mississauga is a good example of how social media can be leveraged in this way. The developer planted a field full of sunflowers on a site undergoing construction and engaged with local artists to transform their extensive amount of hoarding into a thing of beauty. This wonderful display of public art and bright yellow sunflowers captured the attention of the local community and via the hashtag #mylakeviewvillage the developer created awareness across Facebook, Twitter, LinkedIn, YouTube and Instagram, which drove visits to the scene. More about their campaign can be found here.
Whatever your construction signage needs, Arteest Signs can help. We are a trusted one-stop-shop for custom signs, construction safety signs, construction banners, hoarding graphics, mesh banners, Coroplast and aluminum signage, and much more. We can work with your artwork or create artwork for you. Connect with us at firstname.lastname@example.org with your questions and we’ll help you get started.