Outdoor Advertising FAQ

Any visual advertising done outdoors to publicise or market a business and its products or services is known as outdoor advertising or out-of-home (OOH) advertising. It includes billboards, bus or park benches, interiors and exteriors of public transport (trains, metro rail, buses, taxis, etc.), stadiums or arenas, restaurants and hotels, phone kiosks, etc. Signage placed on the exterior of the company’s physical (brick-and-mortar) location is also part of OOH advertising.

 

For many years, outdoor advertising has been a go-to strategy for brands that want to increase their recognition and recall in a scalable manner. However, recognition does not always translate into conversions, sales or profits. Despite massive visibility, only a few viewers call the phone number listed on an OOH ad.

Advertisers also face immense pressure to justify ROI that they struggle to do during economic or industry uncertainties. Finally, the static, one-way nature of OOH ads means that such communication is purely one-way, without any creativity or personalisation that would appeal to specific users.

An advertising Application Programming Interface (API) allows the brands to automate, scale, and optimise their digital advertising activities. It provides programmatic access to an advertising platform for campaign ad management and reporting so advertisers can manage their digital ads based on predefined conditions. By leveraging the Advertising API for their digital advertising programme, marketers and advertisers can strengthen their OOH programme and get better results and ROI from their advertising spends.

An IP messaging solution like GIP (Gupshup IP messaging) can convert any static, physical advertising surface into a conversation starter. GIP is a messaging channel that enables rich and advanced conversational experiences with QR codes or URLs for storefronts, billboards, product packages, etc.

Considering the ubiquity of Smartphones and QR code apps, users feel more inclined to scan the QR code or open the URL than they would to call a phone number printed on any OOH medium. The QR code or URL can lead to a signup page, landing page, app download page, FAQ page, etc., resulting in direct engagement between the user and the brand. GIP can also help generate more leads, increase social media followers, and increase orders.

OOH advertising has been around for decades, but its static nature means no guarantee exists that enhanced brand visibility will convert into increased engagement or sales. An IP messaging platform like GIP adds advanced engagement capabilities to the advertising programme.

With GIP, brands can send business messages to their audience through any messaging channel, create personalised user experiences, provide first-tier support, and even increase upsells or cross-sells. IP messaging is a great way to go beyond just the static brand-building offered by outdoor advertising by engaging in dynamic customer conversations. It allows the brands to generate higher ROI on ad spends and stand apart from the crowd.