Out of Home Media
All the world may be a stage, but it’s a crowded stage…a cluttered stage.
It’s no secret that in-home advertising is difficult, at best. Interruption media is ignored, fast forwarded and in many cases never connects with a consumer at any level. Reaching consumers becomes harder with every new technological advance.
Just recently, Apple announced plans to make it easier for consumers to block ads during searches through Safari. Consumers do not want to be interrupted during their search for information or any other content.
Interruption leads to disruption and consumers avoid disruptive media.
So what’s different about out of home behavior?
Out of home advertising influences consumers on the path to purchase more than any other medium. Specifically, out of home outperforms traditional media in reaching consumers within the same half-hour they consider purchases, decide on purchases and make purchases. Even more precise is that transit advertising reaches consumers closest to the point of purchase. Due to clutter and message bombardment, sometimes a decision is not made until the purchase point. Minds are changed in a last-in, first out behavior.
Brands connect to future buyers through the emotions. Yes, consumers will always want more information. But consumers prefer to PULL the information they want to read, rather than have endless words PUSHED in an interruptive manner.
The good news is, when a bus ad rolls past the eyes of a future buyer, an emotional connection can be made to influence a SEARCH on their mobile device. Out of home, media reaches almost 50 percent of online shoppers within 30 minutes of exposure to the message.
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Reach the heart first. It beats faster out of home.