Why Outdoor Advertising Will Still Be Effective in 2020

Outdoor advertising was one of the very first methods of advertising invented by men. But even with such an old age, Out of Home (OOH) is still very much relatable and new. And it will continue being as effective as ever, if not more, in 2020.

Here’s why -

Heavy Traffic

The traffic congestion seems to get worse day by day. Especially in Bangladesh, where Dhaka residents take about 3 hours on average to cross a distance of just 10 km. As people continue routing from home to work and back through these congested roads, your advertisement is provided with a continuous audience.

The ever-growing population of Dhaka city suggests no reduction in the traffic situation of Dhaka in 2020 enabling outdoor advertising to still be effective and to provide a huge number of impressions that other media are not capable of.

Low Optionality for the Audience

Unlike radio and TV, audience fragmentation is very little in outdoor advertising. Radios and televisions have thousands of channels. There are hundreds of newspapers available in Bangladesh. Your advertisement will appear in only one of them which is not the channel of preference for many and even if they come across the advertisement, it is too easy to skip or ignore it. But in the case of OOH, that is often not the scenario. There isn’t much audience fragmentation as an outdoor advertisement stands by itself and the audience can consume each ad placed around them with a complete concentration. An advertisement placed on an outdoor location stays there 24/7 and keeps earning you impressions at every hour of the day.

Outdoor advertisement will keep being effective because it is the least intrusive method of advertising. An outdoor advertisement doesn’t interrupt you while you are watching your favorite TV show or reading the news, rather it provides you with something to look at, to pass your time while you are not otherwise occupied. This is why most people are accepting to OOH.

Better Return on Investment

According to some existing statistics on billboard advertising -

• 71% of billboard viewers remember the ads they see
• 31% visit an establishment during the first week of seeing a billboard
• 24% visit an establishment during the first day of seeing a billboard

Although these statistics are focused solely on billboard advertisements, the situation is more or less the same for all methods of OOH. Outdoor advertising is highly impactful to the audience and usually very easy to remember as they are unique and catchy. And of course, OOH targets a large demographic providing high numbers of impressions. All of these lead to a larger return on investment for the advertiser.

Use of Technology

One of the best things about outdoor advertising is the fact that it is adaptable and ever-growing. In the past, advertisements were painted manually on billboards. But with time and the introduction of new technology, OOH has evolved. Now ads are pasted using vinyl papers, digital billboards have been introduced and use of codes and coupons have made the ads interactive.

Digital billboards were introduced in Bangladesh not too long ago. But within a matter of years, the number of digital billboards have grown rapidly. Now they are everywhere - in lifts, on monopoles, over police boxes - you name it. This shows how dynamic outdoor advertising can be and the potential of it to be customized keeping it relatable and fresh in the upcoming decade starting in 2020.

New Form of OOH in Bangladesh

The very first OOH On-Vehicle advertising agency of Bangladesh Sticker Driver Limited has started their journey in the late 2019. On car advertising has gained popularity and appreciation by many of the largest brands around the world and for Bangladesh, it is sure to keep the OOH world interesting for brands and advertisers. Marketing is all about standing out in the crowd and this new media of OOH is sure to make your brand get extra-ordinary impressions in the new year.

In this ever-changing dynamic world, adaptability is the most important quality necessary to survive. And outdoor advertising can be as adaptable and creative as you’d like it to be. OOH won’t get old as long as people have the need to get out of their houses, travel, engage in outdoor activities and keep consuming the advertisements placed around them.