Why Digital Outdoor Advertising is the Most Trusted Medium

Out-of-home (OOH) advertising is a trusted medium that gives consumers a less intrusive visual compared to other advertising methods, such as internet pop-up ads or TV commercials. It is a dynamic way to turn the plain wall of a building into a work of art. Plus, utilizing an advertising medium that consumers trust can be a huge benefit to a business.

There are many forms of out-of-home advertising, including kiosks, point-of-sale displays, stadium signage, bus station posters, convenience store stands and static billboards. However, the flexibility and return on investment of digital billboards and other digital displays have made them one of the most trusted mediums for advertising. The U.S. Chamber of Commerce notes that marketers large and small are leveraging digital outdoor technology, and after a brief dip due to the COVID-19 pandemic, the revenue generated by these outdoor displays is on the rise again. :Consider these insights on why digital billboards are a trusted advertising medium:

Guidance

Digital Billboards can guide travelers in many ways, like when looking for the next gas station or somewhere to eat. Seeing those guides on a trip not only supplies a nice visual but also instills a sense of trust and reliability for the consumer. The information on a digital billboard can provide comfort by letting them know that what they need is right down the road or just off at the next exit.

Memorable Messaging

When using digital out-of-home advertising, the timing of the information being displayed should be able to catch a consumer’s attention. A display with a short, catchy phrase and imagery associated with everyday happenings is more memorable and entertaining to the consumer. By matching digital advertisements to current conditions, like the weather, mealtimes, or events, messages become even more relevant.

Privacy

More and more Americans are concerned about companies having their private information and data. In a 2021 KPMG survey, 86% of Americans had growing concerns about data privacy, and 68% expressed concerns about how much data businesses are collecting. However, tracking and ad targeting with the digital OOH medium of advertising is anonymous. While impressions are collected about locations and daily activities, they do not involve any unique identifiers. Therefore, consumers can feel confident they’re seeing relevant ads without compromising their privacy.

Effectiveness

According to a 2020 study by Nielsen, 62% of consumers noticed an OOH advertisement, 50% notice an OOH advertisement “all” or “most” of the time, 65% engaged in actions like searching for an advertiser or visiting their website, and 52% of viewers engage in mobile actions after seeing an OOH ad. Out-of-home is effective advertising on its own, but these statistics show the importance of integrated marketing and OOH advertising working together. It demonstrates how the introduction of an advertisement can lead to consumers taking additional time to research the product or service being advertised through different media channels.

LED billboards and digital displays are an increasingly vital medium for marketing in all industries. Contact Watchfire Signs to learn more about digital billboards and how they can help your business. Call us at 800-219-0496 to get started.