"But I believe outdoor advertisers can increase their odds of success if they evaluate their buys against four key elements: time, place, “state of mind” and creative relevance. All of these increase the likelihood of provoking action, as well as getting eyeballs. Call it the “quadruple-threat” of outdoor marketing."We wrote earlier - in this article on how more and more online companies are taking their advertising to the offline media for the next level of boosting their brand awareness. This “quadruple-threat” of outdoor marketing is how advertisers have used these criteria to their best advantage when executing their outdoor media campaigns.
TPM Outdoor will lend our own examples of how our clients have harnessed this when choosing our Outdoor Advertising media sites -
Jonathan Sills summarizes the “quadruple-threat” of outdoor marketing or THE FOUR KEY SUCCESS CRITERIA OF OUTDOOR ADVERTISING as
- STATE OF MIND
- CREATIVE RELEVANCE
This may sound like common sense, but outdoor marketing needs to be relevant to the time during which it’s being consumed...
[The above STARBUCKS]...ads offer an invitation for commuters to place coffee orders and pay ahead for their caffeine fix, with references to the specific station. And through use of multiple panels, they educate riders on the way the program works while reinforcing the campaign’s overall message. Combined with the relevance of this message to those who frequently ride BART — many of whom are undoubtedly using the train to arrive at work in the morning — many of these impressions (but not all) will be consumed in a way that amplifies their effect.
Think about roadside signs you’ve seen promoting wonky tourist traps, like South of the Border, or real-estate ads that proclaim: “If you lived here, you’d be home by now.” What do these placements have in common? They underline the fact that the advertised product is just “X miles away.” These billboards demonstrate the straightforward reason why local businesses primarily use outdoor marketing: Its ability to target consumers in the immediate vicinity.
[Uber].... has more reason to collect eyeballs on the road. Uber recruiting taxi drivers with ad on back of city bus promising $5,000 the first month "guaranteed" Uber, a ridesharing company you may have heard of, nails place with this campaign on the back of New York City buses. The city is dense with cabs, and this placement on the backs of buses hits drivers perfectly at eye level. Uber is here nailing both place and “state of mind” (the third element of stellar outdoor marketing — more on this below). Time-wise, the ads are perennially relevant.
If Uber could change its creative quickly, the company might guarantee $5,000 in income in your first month “when you sign up in November.” And on routes that have a heavy density of Hispanics or Asian-Americans, it would be great to see this ad in the other applicable languages.
3. STATE OF MIND
To successfully reach customers distracted by their phones, outdoor ads need to provide information consumers want at that exact moment. They should strive to enhance a potential customer’s actions or well-being. They should complement rather than interrupt what someone is doing.
The Jet banner on the side of a bus (above) does not accomplish that. It’s targeting tech-savvy consumers, sure, but only mentions shopping in tiny letters underneath the URL — making it unclear what advantage Jet provides to those walking or driving by. Would you even know Jet competes with Amazon from this placement? Given the rock star/roadie reference, are they an online clothing store, or a vendor of musical instruments? On a warm October day, there’s no readily apparent time, place or state of mind relevance.
4. CREATIVE RELEVANCE
Being clever with an actual sign or even the surface on which it’s placed can be highly effective at provoking engagement. [NatGeo]... l ran an imaginative campaign for its Shark Week that people still remember today. The network used buses as a canvas, wrapping them with an ad depicting a door in the middle of the bus that was a shark’s mouth devouring passengers. Talk about getting people’s attention.
By contrast, the bus signs for Rinse clothing care (above) aren’t taking full advantage of their location. I’ll hand it to the company for using the rinse.com/bus vanity URL for attempting to track who’s taking action after seeing this ad (although my experience suggests most consumers won’t use that URL). In an urban environment, the bus back gets noticed by drivers; is that Rinse’s best audience? There’s not much of a time element to this campaign, and it’s hard to justify state of mind, either. And the creative represents a missed opportunity: Why isn’t Rinse making some clever play on the fact that the bus back is probably dirty?
Of course, there are additional factors to consider when buying outdoor ads — a rational cost, how they complement the overall mix of a company’s marketing campaigns and channels, the lifetime value of a customer and more.
As an overall framework for evaluation in today’s mobile-influenced world, venture-backed companies should aspire to have out-of-home investments fully capitalize on time, place, state of mind and creative relevance to productively promote growth. In doing so, they can help ensure what’s old — in this case outdoor marketing — is definitely new again.--
Looking back at our own TPM Outdoor campaigns, it would seem obvious that our clients would choose the most appropriate and effective media locations with the following in mind. For this year -