Out of Home
When you consider any marketing approach, one consideration that is many times overlooked is actually where the target of the advertisement is sitting. The advertising industry has basically two categories for this, either “in-home” or “out-of-home”. Newspapers, TV, cable, bulk mail, magazines and yellow pages are classified as in-home as you can visualize sitting down on the couch or at a table to consume the content. Out-of-home includes things like bus stops, street benches and billboards whereby the consumer is either standing nearby or driving.
This classification is fairly obvious, but what is not, is the level of decision making the consumer makes and how your campaign is targeted can impact the effectiveness and penetration. As a refresher, repetition, repetition, repetition (click) is the most important aspect in claiming the top-of-mind spot and merely knowing the printed number or circulation doesn’t guarantee the advertisement is seen.
So when a consumer is in-home, they have a lot of choices ranging from “what do I watch”, or “should I read” or “I’ll take that cat nap” to the interruptions ranging from spaghetti boiling over, to door bells ringing or kids piling in from the flag football game. Flatly said, when the consumer is in-home, they have a variety of choices and the odds that your “piece” being seen from being nestled in the programming, pages or in the piles, falls rather significantly. The paid ad you hope will be seen may not be as often as you desire.
Out-of-home reduces the element of choice somewhat. While sitting on the bench it’s hard to see the ad behind you, or the bus stop wall for that fact, but while in a car, some interesting things are significant and even funny when you think of it. One thing we know for sure, is that “generally” speaking, when you are driving, you have your eyes, well, open. And while driving, generally speaking, you are focused on the road in front of you (except for those who are texting). Billboards, benches and bus stops are positioned nicely to take advantage of the facts just mentioned, and if the designs are good and to the point, the odds that the message will be “seen” by the driver increases dramatically over in-home varieties. Great designs will then, “pull your eye balls out of your head” (click).
More and more of us commute and drive to our errand destinations and attests to the popularity of billboards and their effectiveness at delivering a very low cost per view. For pennies a showing in most cases, billboards meet the objective of providing the most “repetitions” for the money.