Outdoor Media : A Viable Brand Builder?

OutDoor Innovation

OutDoor Innovation

We have seen a trend in a particular response with many of our clients. The moment we suggest they should consider offline advertising, they baulk and say “We don’t have enormous budgets”.

We hear this comment very often but only because the immediate association to offline is print or TV advertising. We believe in giving the best advice to our clients and that is where our suggestions regarding outdoor media comes in.

Outdoor advertising has gotten extremely innovative and diverse. It is no longer restricted to billboards. In fact, anything and everything can be branded these days. One just has to find out what’s relevant to the brand and available at the right price.

The best part of outdoor advertising is that it comes at a fraction of the cost of a significant sized print ad! From paper cups to bus shelters to road medians – everything that is visible to people on the street is up for grabs for branding.

Besides the cost factor which is a huge deal maker, outdoor mediums of advertising work better in terms of visibility too. Unlike a newspaper ad which has an extremely short shelf life, outdoor mediums are seen consistently and for longer periods. You don’t miss them at the blink of an eye.

Moreover, the biggest USP of outdoor advertising is that they are extremely creative-design friendly. Their propensity to give your product a ‘3D brand recall’ is enormously enhanced when your agency thinks out of the box and makes you stand out in the crowd. Of course, there is also the danger of sticking out like a sore thumb!

Nonetheless, think ‘outdoor’ the next time you want to create some good brand awareness. I highly recommend it.

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