Internet advertising is good. But WEB + outdoor advertising is much better
Advertising on the Internet is a modern and very effective way to promote products and services. Search engine optimization and paid placement of information in the results of search engines, the Display Network and SMM - this is a huge field for activities with a multimillion audience. These are powerful marketer's tools, without which today it is difficult to imagine a presence in the market. But does this mean that advertising on the Internet fully covers the advertisers needs in terms of reaching potential buyers? Of course not.
First, advertising on the Internet is simply not everyone can see (it is not available to everyone). For example, in Ukraine, according to the data of 2017, only 60% of the population more or less regularly use the World Wide Web. At the same time, only three-quarters of users work, and even fewer people buy goods or services on the network only one in three makes at least one purchase a year. Such statistics are easy to find at the request of the "Internet audience of Ukraine".
Secondly, even a regular user may simply not enter social networks (not that every one of them - even the most favoriteones). Can not use Google for a long time. Can consciously ignore paid ads in search results or just launch an application that blocks any advertisements on the network (including teasers, simple or animated banners and ads embedded in videos). In addition, even if an advertisement hits the screen or the user's display - it often misses it without the slightest interest (and if the advertiser pays for impressions - the advertising budget money goes without any benefit).
The above factors are enough to draw conclusions about the incomplete reach of the audience with the help of Internet advertising. But in addition, the low visibility of some of its species complicates the situation. Remember yourself: having seen dozens of banners on a page, we never look at each of them. Now, if the advertising picture opened on the whole screen - then the probability of contact would be 100%. But the owners of advertising sites do not usually go for this (such obtrusiveness guarantees the loss of a part of the audience).
If we dig even deeper, we will encounter a factor of low repetition of advertising contact with the user (market operators strive for the largest possible number of unique impressions). It seems to be good (advertising the audience is not annoying). But on the other hand, the effect of gradual passage through the stages of the decision to purchase is lost. You must have heard of him. We will give a somewhat exaggerated example (of course, it concerns durable goods and expensive services):
- At the first advertising contact with a new product or service, we are surprised: "But who needs it?";
- In the fifth, we agree: If the producer advertises it, it means that he has money for advertising. Therefore, someone buys it;
- At the tenth - we assume: "If others use it - maybe I should try it?";
- At 20, we make a decision: "Well, since they have such discounts, they need to be bought for a sample";
- At the 50th - we ask ourselves the question: How did I live before without it !?
Summarizing the above, we can safely say that advertising on the Internet provides great opportunities, but it is repeated (for a specific user) infrequently, provides incomplete coverage of the audience and cannot guarantee 100% chance of contact with everyone who could become a buyer of our goods and services . This is well understood by experienced marketers, so the multi-channel approach to business promotion is used by all major advertisers. Including companies that are up to the ends of their hair are immersed in the World Wide Web and even those that sell their users the opportunity to advertise on the Internet.
One of the most vivid examples of the winter of 2018 is an outdoor advertising of the social network Twitter, which, using Out-Of-Home, "talked" with its audience "directly." Marketers of the company rented billboards on which residents of the USA could read real messages of users of a social network. "We liked our tweets, so we made them bigger," representatives of Twitter commented on the event. According to preliminary data, with the help of such a "promotion" they managed to increase the activity of the audience on the company's account 14 times. It should be noted that this is not the first experience of communication of this social network with an offline audience. One of the high-profile "contacts" is the Twitter advertising campaign before the 2016 US presidential election.
Often such a marketing tool as billboard advertising is also used by the most popular social network in the world - Facebook. Despite an audience of 2 billion active users per month, marketers of the site repeatedly advertised their own services through Out-Of-Home and even reported to users on information security.
The same can be said about Amazon.com (in terms of turnover ($ 201.4 billion for 2018) it is the largest company in the world that sells goods via the Internet). And, of course, outdoor advertising is constantly used by the leader of the global market for media services - Google.
By the way, according to the Outdoor Advertising Association of America, the above-mentioned Amazon and Google are among the top 6 advertisers in the Outdoor Advertising category. And the last of them - according to numerous reports in specialized media - is planning to strengthen itself in the Out-Of-Home market as an operator. We already know about the negotiations of the corporation with the owners of smart billboards in Germany, about signing contracts with Asiaray (Hong Kong) and about the plans of the owners of the famous search engine to conquer the outdoor markets of the United States and Great Britain.
The commitment of large companies to outdoor advertising is not accidental - more visible advertising does not exist (this is what we are now again about the likelihood of contact). It is huge, it can not be switched by remote control or blocked using "Adblock Plus".
In addition - outdoor advertising allows you to communicate with anyone who regularly takes to the streets (and this is the most active, and therefore the most solvent potential buyers). And, of course, the notorious frequency of advertising contacts plays an important role here: the average employed person follows the same route (one way) at least 22 times a month. Put billboards on the main transport and passenger highways of the selected locality - and your advertisement will sooner or later make its way to the heart of the consumer - from the I dont need it stage to the I cant do it without it stage. If, of course, you do everything right (your offer will be clear and convincing, if only for a potential buyer to call you, visit your website or come to the store).
Summarizing the above, we would like to emphasize the theses of this article: we do not believe that outdoor advertising is a panacea for all "marketing diseases". We advise using a multi-channel approach to business promotion. After all, in itself, it does not "redo all the work." It is unlikely that billboards and citylights will be more efficient than search engines in attracting hot clients. And they can not be compared with SMM in solving problems of building empathetic communication with the audience. Outdoor advertising will not be able to push customers to impulse purchases as effectively as content-targeted advertising or promotion at points of sale will do. In addition, no type of advertising can cope with the arguments in favor of buying your products and services as well as your website can do (if it is of sufficient quality) or your staff (if it is trained and motivated). But if you need a good way of drawing attention to the advertised object (with a high probability of contact) and you want to reach the maximum audience - be sure to include Out-Of-Home rental in your advertising budget. And if you need the help of professionals in choosing the ideal outdoor advertising carriers for your marketing tasks - contact the managers of the agency ANTARIS. Here you will quickly make the right address program that will help you reach the maximum audience with the minimum investment.20.12.2018