In our digital world, it might feel like all marketing is done online. But, that would mean ignoring an incredibly effective strategy—out-of-home advertising.
Out-of-home advertising (OOH) refers to the process of reaching consumers while they are, you guessed it, out of their homes.
While this may conjure images of NYC Times Square billboards, there are many mediums that qualify as out-of-home advertising.
The best news is, these methods are highly effective.
In fact, according to the Out-of-Home Advertising Association of America, 66 percent of smartphone users took action after interacting with an out-of-home advertisement.
Additionally, 74 percent of those who visited a business after interacting with an out-of-home advertisement made a purchase.
Those are some pretty compelling statistics that should make you think twice about adding out-of-home advertising to your campaign’s strategy playbook.
Not sold? Check out the below infographic that identifies which advertising mediums consumers trust the most. See number five? Out-of-home advertising comes in way ahead of search ads or sponsored posts.
In short, if you’re not considering out-of-home advertising, you’re missing out on valuable leads.
While we already mentioned the NYC Times Square billboard, there are less ubiquitous mediums for out-of-home advertising. These include:
While it is unlikely your organization will opt to sponsor a blimp, there are many options for marketers looking to establish new sources for attracting new consumers.
Much like any advertising or marketing campaign, your execution is only as good as your plan. There are six must-have steps to help you get your out-of-home advertising campaign off the ground.
Regardless of your out-of-home advertising campaign’s goals, you need to do some research on the location.
This information will not only inform the size and limitations of your ad but will also help you decide which locations are worth your budget and which are not.
Imagine you’re a local restaurant in a pedestrian-heavy area. Advertising your drink specials with a clever slogan on a chalkboard is going to be much more beneficial than a billboard with the same message.
Conversely, if you’re a car dealership offering end-of-the-year deals, a billboard is going to be a much better strategy than a sign outside of your building.
When it comes to location, you need to ask four specific questions:
After you’ve answered these three questions, you can start building your out-of-home marketing strategy around these answers.
Just because you’re advertising out-of-home doesn’t mean you have to go technology-free. Digital billboards are a great alternative to conventional billboards. In fact, here are three reasons you should consider opting for a digital billboard.
Here are three cool digital billboards.
The Economist created a clever digital board that turns a lightbulb on over the head of a walker, connoting the idea of wisdom shared through the publication.
Beloved US baseball team The LA Dodgers created enthusiasm for their upcoming games by using a countdown on their digital billboards that ticks down to the second.
Oreo took advantage of a current event by using the hashtag #oreoeclipse.
Whether your billboard is responding to current events or simply underlining your product’s main value proposition, getting creative is a surefire way to find out-of-home advertising success.
While the out-of-home advertising market is nowhere near as saturated as that of the digital advertising market, you can use the same principles to ensure your advertisement stands out from the crowd.
Below, we discuss five strategies that can make your billboard outperform its neighbors.
The true litmus test of a successful marketing campaign is action. If your out-of-home advertisement drives people to talk about or share your advertisement, then you can consider the ad a success.
To garner maximum audience interaction, brainstorm ad ideas that encourage a response.
Looking for inspiration? Check out these out-of-home advertising ideas that had people talking.
CVS made a big splash with their #BeautyUnaltered campaign.
The digital billboards encouraged viewers to upload their unfiltered selfies as a tie-in with the companies’ dedication to using unedited photos of models.
In the Ad Council’s Out There for Us campaign, the organization featured out-of-home ads that thanked front-line workers during the COVID-19 pandemic through real quotes.
The ad asked viewers to Tweet their thanks using the hashtag #OutThereForUs, encouraging interaction and then further sharing those quotes.
Before wedding yourself to a location, see if your competitors are using similar strategies in similar locations. What works in their ads? What are they missing?
Use these answers to capitalize on what they missed.
Keep in mind that placing an out-of-home advertisement close to your competitors’ sharing lower prices or better quality could work for you, but it could also have unintended consequences. (Like a price war.)
As you wade into the world of out-of-home advertising, be sure to follow the basic tenets of any marketing campaign.
Regardless of digital or conventional, your campaign must have clear, quantifiable marketing goals to assess success.
Do you want to:
To confidently determine if your campaign is reaching its aim, be sure to establish SMART goals. This acronym refers to concrete goals, achievable over time. These goals should be:
By fitting your goals within these constraints, you establish aims that are quantifiable, rather than nebulous.
Great out-of-home advertising doesn’t happen overnight. It takes strategy, research, and a true understanding of your audience. Below, we share our three favorite out-of-home advertising campaigns of all time and break down what made them so successful.
Pepsi wanted to make a splash at the 2019 Super Bowl. However, Super Bowl LIII wasn’t held just anywhere—it was held in Atlanta, Coca-Cola’s home turf.
By going all-in on an out-of-home advertising campaign, Pepsi was able to grow three percent in Q1 of 2019, not to mention scoring tons of social media reactions and interactions with their hashtag #ColaTruce.
While your budget may not be quite as large as Pepsi’s (the beverage brand’s budget was $1.7 million), you can still draw inspiration from this campaign that made out-of-home advertising work in their favor.
2019 was a good year for out-of-home advertising.
In September, The Dallas Cowboys took out-of-home marketing to the field, launching interactive “Pose with the Pros” kiosks at their stadium.
Through this interactive campaign, fans could snap pictures with virtual likenesses of the players.
After taking the photo, users could choose to share the image on social media or email it to themselves or others.
While on the surface, this campaign was simply a treat for Dallas Cowboys fans, it also had another motive.
Fueled by AT&T, the out-of-home advertising campaign allowed the company to demonstrate their 5G technology prowess.
The result AT&T CMO claimed: “We were able to create experiences that let people know how fundamentally different 5G is from LTE.” Not to mention some pretty happy Cowboys fans.
When you think of running, you don’t necessarily conjure the Reebok logo.
But all that changed when Reebok ran an out-of-home advertising campaign in Sweden that challenged passersby to run at a speed of 10.5 mph in exchange for a free pair of the brand’s ZPump 2.0 shoes.
The campaign took off, earning 300,000+ views on YouTube and 30,000+ shares on social media. Invariably, next time anyone who interacted with that billboard thinks of running, they’ll think of Reebok.
Whether you want to add to your existing digital marketing strategy or go fully OOH, there are many mediums you can use for innovative advertising.
From billboards to park benches, the out-of-home advertising opportunities are endless.
However, OOH advertising should be viewed as a long-term campaign—it’s unlikely that you’ll see the same immediate success experienced with your digital campaigns.
But don’t get disheartened. The return on investment for your OOH campaigns is definitely worth the wait.
What’s the best OOH advertisement you’ve ever seen?
While Twitter was once exclusively a thought-sharing platform, the channel has evolved, becoming a source of limitless audience reach for the savvy marketer.
With 166 million daily active users, it’s no wonder that marketers flock to the social platform.
It may have once been enough for companies to share funny tweets or content on the platform to be successful on Twitter. However, marketers today need to stay relevant with the rapidly changing features that are a hallmark of the platform. Your Twitter marketing strategy should be in constant flux in relation to the adjustments of the platform.
It doesn’t have to be.
Below, this article breaks down the 10 advanced Twitter tricks and tips that can help you cut through the clutter on this unique platform.
Remember the saying, “there’s no second chance at a first impression?”
That adage applies to your social profiles, too.
If it’s been a while since you’ve actively worked to update and optimize your Twitter profile, now is the time. Check out these four advanced Twitter tips for making sure your profile is up-to-date and positioned to attract would-be consumers.
With only 160 characters at your disposal, make sure your Twitter bio is not only giving page visitors a clear understanding of your brand but also harnessing the power of your chosen keywords.
Your header image shouldn’t be stagnant. Instead, continually update the image to represent new offerings or seasonal themes.
Try out these different header image options:
Regardless of which route you decide to take, optimize your images and take advantage of this chance to use your branded keywords by including them in the image file names to boost the likelihood that your page appears in an image search.
Your logo should dominate your profile image.
However, if your logo includes a lot of text or complex imagery that won’t translate well on mobile, consider crafting a secondary logo.
Move beyond the typical home-page link by strategically approaching where to send clients. In my Twitter bio, I direct visitors to ‘Consulting’ so they have a direct path to take.
After you’ve completed these four advanced Twitter updates, remember to keep it up. You should update your Twitter profile to reflect changing facets in your industry, as well as those in your own business.
Twitter is different from its social media contemporaries. That whitepaper you shared on LinkedIn might have seen a lot of engagement, but it may not perform well on Twitter.
According to Twitter, interactive content tends to perform best on the platform. The company suggests using:
To bolster results, Twitter advocates for using arresting images, GIFs, and videos.
The data is there to back it up: With over two billion video views per day, ensure you’re taking advantage of the highly-desirable content form. Twitter suggests using your company logo and subtitles to eliminate the need for headphones and sharing videos between 6-15 seconds.
In fact, posts with visuals generate 35 percent more retweets than those that are solely text-based, and videos generate 28 percent more retweets than text.
Moral of the story? The more visually compelling your tweets, the more likely they are to generate social engagement.
Check out this visual narrative from Threadless that tells a complete story through an interactive video.
In addition to visual content, Twitter suggests using the platform’s conversational format to engage your audience. While this strategy may not perform well on Facebook or Instagram, engaging with your audience through polls can be a good way to spark conversation and engagement.
Take a look at this post from Fashion for Good that encourages audience interaction.
With only 240 characters at your disposal to tell a story, harnessing the pre-existing narrative power of memes is a great way to share a message while simultaneously cashing in on the benefit of the potential of a viral tweet.
Regardless of your audience, your Twitter content strategy should be complex. As a general tip, you should adhere to the rule of thirds: one-third of tweets promote your business, one-third share personal stories, and one-third are informative insights from experts or influencers.
The same goes for content diversity. Be sure you’re offering your followers a varied palette of content.
When building your advanced Twitter strategy, attract potential leads by sharing snippets of your success stories. To ensure your audience can access the story in its entirety, create landing pages users can click that provide more information.
To make these case studies engaging and consumable, follow these best practices.
We’ve already discussed the value of visuals on Twitter. This also applies when crafting testimonials. Check out this tweet from Covergirl that incorporates a branded image with a real-life review.
Choose quotes from your clients that speak to how you solved their pain points. More often than not, other potential customers are experiencing the same challenges.
When strategizing your advanced Twitter approach, don’t undervalue the worth of good, old-fashioned humor.
This isn’t just anecdotal: 75 percent of consumers say they appreciate humor from brands.
Amusing back-and-forths between competitors have had viral responses on Twitter.
Wendy’s has long been the king of in-good-fun competitor ribbing.
This tweet works for Wendy’s since it is, at its core, light-hearted. It performed well because it engaged with a follower’s comment while still stoking that inherent rivalry among fast-food giants.
If you have a positive relationship with any of your competitors, engage them in a silly debate or poke good fun at an aspect of their brand.
However, this strategy is obviously only relevant to some brands. If your brand voice is serious, this approach is probably not for you.
If you decide a rivalry is, well, on-brand for your brand, identify what distinguishes your business from your competition and use the rivalry strategically to stand out from the crowd.
Staying neutral is no longer an option for brands.
Many consumers expect businesses to take a stance on social justice issues, like Black Lives Matter, climate change, and gun control.
In fact, 60 percent of the U.S. population expect brands to take a stand on racial justice. By taking a position on these topics, deepened audience connection and relation can occur.
However, taking a stand on social justice issues demands a well-executed plan and approach. Here are three key strategies:
Followers will notice if you only tweet about issues when others do. To ensure you convey authentic support for social justice issues, be sure to consistently post about the issues.
Don’t wait. By mulling over your response or waiting several days to post, you reduce that feeling of authenticity.
Phrasing is always important, but never more so than when approaching hot-topic issues. Be mindful in your writing and pay particular attention to the tone and voice used in your tweet.
In addition to wanting to see brands publically address social justice issues, consumers also want to know where their spent money goes. If your company donates to charities or political campaigns, include that information as you build your advanced Twitter marketing strategy.
We’ve already established that Twitter is all about interaction, and polls can help drive that.
As you craft your advanced Twitter marketing strategy, don’t forget you can use polls in a variety of ways.
Promote your newest products like Denny’s did in this humorous poll.
Guide content strategy, like The Muse did.
Include hashtags, like Evernote did.
These strategies can benefit brands by increasing consumer interaction and brand awareness.
Going live on Twitter is easy. This advanced Twitter strategy is also successful, as it fulfills the immediate interaction desire of many audience members.
To go live, craft your tweet, then tap “LIVE.” This takes you to the pre-broadcast screen so you can frame your shot. When you’re ready, select “Go Live” and start broadcasting!
Once you’re live, users on Twitter and Periscope can join your video to interact with your brand experience.
Wondering why you should go through the trouble of going live? Here are three clear benefits:
These factors can have a huge impact on your brand’s reach and engagement on Twitter.
Twitter Spaces is a feature for public chat rooms that can host up to ten speakers in a conversation, with anyone listening in.
Users lucky enough to have access to Spaces have touted it as feeling akin to an interactive podcast.
So why should you factor Spaces into your advanced Twitter marketing strategy? It can help you:
Spaces offers brands direct interaction with consumers, allowing a more casual, interactive conversation than other modes of communication.
Regardless of the action you want your followers to take, you need a strong CTA to let them know exactly what to do.
This phrase is curated through assessing your goals and best determining how to get your audience to meet you at the finish line.
To test your CTA’s efficacy, you can use a heatmap tool like Crazy Egg if you use click-based tracking. For other lead generation CTAs, you can compare the conversion rate by looking at the number of form submissions in your CRM tool.
You can also A/B test your CTAs.
If you’re looking for inspiration to start incorporating killer CTAs into your Twitter content, check out these three examples.
Vogue teases the article by including just enough information to pique interest. The magazine then gives the reader a clear directive: Read.
Food52 uses a negative CTA that works out for the positive. Avoid is a strong action word that sparks an emotional reaction. The reader can’t help but be baited into clicking the article to learn what these six mistakes are.
InSinkErator uses several strategies to get audience members to enter their competition. From the enter CTA in the copy to the “Learn more” CTA on the bottom left, there are multiple strong CTAs inviting the reader to take the desired action.
Twitter Cards are platform-exclusive ads that aim to get people from Twitter to your brand’s website, driving visitors to places where marketing further down the funnel occurs.
There are a few different types of cards, but they all share the same basic design. Check out this single image card used by The New York Times:
The advantage of using Twitter Cards is that, instead of just standard text, advertisers have an entire image to generate click-through.
While Twitter may look like a simplistic platform on the surface, marketers and brands can harness the social site’s unique offerings and make a huge difference in campaigns.
These 10 advanced Twitter marketing tips can completely change the way your Twitter profile contributes to your overall marketing success.
As you apply these tips, keep in mind two things: your brand and your goals. With these factors in mind, pick and choose which of the 10 tips work for you and get started.
You might see a return on your efforts very quickly.
What’s your best tip for success on Twitter?