The global spend on outdoor marketing and advertising was around USD 42.61 billion last year and studies indicate this figure will continue to expand over the next few years. This shows that even with the shift in consumer preferences toward digital mediums, traditional methodologies like outdoor advertising still remain a powerful tool for marketing, adverting and brand development.
However, the evolution in consumer behaviour where people are increasingly veering towards dynamic and interactive marketing campaigns cannot be ignored. This requires that even traditional marketing mediums like outdoor advertising can increase its impact tremendously through a digital facelift – Digital Out-of-Home advertising or DOOH.
Guyana’s advertising landscape is also undergoing a similar shift and businesses need to have their finger on the pulse, not just to keep up with competitors but also to capitalize on the changing trends.
Let’s take a closer look at what the rise of advertising channels like digital billboards means for Guyanese businesses and how you can revitalize your growth with strategic outdoor marketing.
What are digital billboards and how do they work?
If you live in a city, chances are you have driven by digital billboards broadcasting all kinds of colourful images and messages. Digital billboards are similar to outdoor flexes or hoardings in terms of their location and placement. However, these are LED screens connected to a computer. They relay ads and campaign images digitally, with remote operation via a cellular network or wi-fi.
Digital billboards come in all sizes and shapes and are usually placed at busy intersections and main roads. The key components of digital billboards are,
- LED screens to display the digital content
- A content or ad management software (from where the input comes)
- Internet connectivity
- Usually, supporting hardware components include a media player or library.
The LED screen itself is often mounted on a metal structure or installed against building walls. The setup needs a power supply and a control system.
How do digital billboards benefit businesses?
Digital billboards are a part of Digital Out-of-Home (DOOH) advertising and as any advertising campaign should be, digital billboards are eye-catching and engaging. However, a lot of businesses are not sure how to leverage them or if a company of their size even needs such ad campaigns.
There is so much more to DOOH campaigns than just billboards. A tailored and targeted marketing campaign would include screens in transit hubs, malls, major entertainment or civic facilities and so on. Plus, these would run ads in sync across other digital and traditional marketing channels to maximize the impact and present one unified brand message.
Learn more about crafting a unified brand message across all channels – from billboards to Instagram.
Here are a few ways in which digital billboards and DOOH can boost your business growth.
Dynamic, flexible content control keeps you in charge
The biggest advantage of a digital billboard is the control it gives you over when your ad is displayed and for how long, right down to the hour of the day. This means your ad has the best shot of reaching your target audience.
For example, if your ad campaign is designed specifically for office workers, you can run ad campaigns tailored to engage this section of the target market at a time during the day when office workers are commuting to and from office.
Digital billboards can also run multiple promotions in a single day, letting you make live updates to the content and keeping things current, such as reacting to weather changes or events from around the world.
Colourful, lively video commercials retain consumer interest
Research shows that video is often the best-performing content marketing format, clocking in at 45%. Consumers display higher levels of engagement with impactful short videos, which in turn have a bigger chance of converting someone into a customer or patron of your business.
DOOH advertising lets you broadcast your video campaigns in key locations where passersby are either glued to their phones or looking around, bored. Colourful, dynamic video ads can work wonders here to capitalize on idle traffic and waiting crowds.
One-time screen cost ensures sustainability in the long run
Traditionally, outdoor billboards are made of large flexes printed out and put on hoardings. These types of outdoor advertising are beneficial in certain situations, for example, directions to the nearest fast-food joint on a long stretch of the highway. It doesn’t require much maintenance, updates, or a continuous power supply.
But in most cases within the city, digital billboards are more efficient and cost-effective in the long run. Once set up, any number of campaigns or ads can be run on them, 24/7. Businesses can benefit from marketing agencies or billboard companies that have already installed digital screens across high-traffic intersections or even in their own buildings to effortlessly run different promotional and informational campaigns using the same real estate.
Read more on how to align online and offline marketing channels.
What are some challenges of DOOH advertising?
DOOH advertising campaigns can involve a higher up-front investment, especially if your business is trying to make inroads into local markets in Guyana. This is because what works for global markets might not work the same way locally. While there are infrastructural challenges to consider, creating the content itself can be challenging. Creating material for a live, digital ad is a more complex process than creating a still-image ad. A full-service marketing agency with expertise in both digital and traditional marketing can help you overcome these challenges.
Partner with an experienced outdoor advertising company in Guyana to have your DOOH setup installed correctly. This will ensure it has access to power, network and maintenance 24/7, along with attractive and engaging content that supports a dynamic advertising structure.
How to create an effective digital billboard and DOOH campaign?
Digital billboards can greatly help businesses of any size or industry, with a few best practices:
- The cardinal rule is to remember that your viewers are always moving, so any impactful digital billboard ad needs to convey the core message in 6 – 7 seconds.
- Do not be afraid to go big and bold – your DOOH visuals need to stand out among the hustle and bustle of outdoor crowds as well as other competing billboards and ad screens.
- Do some research into where your prime consumers can be found and at what time during the day or week. A thorough knowledge of local Guyanese markets and movements is key to helping you place your billboards in the right locations.
- Dedicate each ad or campaign to one clear message with one clear call-to-action (CTA), so that viewers are not overloaded with too much information.
- Use unique URLs or promo codes on outdoor installations so you can track and measure where your clicks, enquiries, or sales are coming from.
- Consistency across channels is crucial to building brand image and earning consumer trust. So, sync your marketing efforts across digital and traditional media and outlets so there is a recognizable and productive reiteration of the message.
Conclusion
At a glance, branching out into DOOH and digital billboard marketing can seem intimidating. Align your marketing campaigns and strategies with your location-specific business goals to ensure the right areas are targeted with engaging and attention-grabbing content.
Teaming up with a trusted and skilled advertising and marketing agency in Guyana that offers end-to-end marketing services across digital and traditional channels, including managing data reports, analytics, dashboards and multi-channel campaigns, will help you create outdoor advertising that seamlessly integrates with your other marketing channels.
Contact Webfx to know more about how we can help you plan and maximize your DOOH efforts.
