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A comprehensive guide to local outdoor advertising for your business
Local outdoor advertising, an important part of Out of Home (OOH) advertising, is an essential strategy for businesses aiming to capture the attention of their target audience within specific geographic locations. We’ve put together this resource so you can delve into various aspects of local outdoor advertising, offering valuable insights and actionable tips for businesses up and down the length of the UK who are looking to spread their wings and their message.
Who are we?
As one of the UK’s leading OOH media owners, Clear Channel advertising screens are seen by 65% of UK adults every week. We have the largest digital out of home (DOOH) network in the UK, Ashdel Live, and we love showing people just how efficiently OOH can transform your business. Take a look at what we’ve already done for our existing partners.
What is local advertising?
Local advertising involves promoting products or services to an audience within a specific geographical perimeter. Unlike national or international advertising campaigns, local advertising focuses on reaching customers both old and new within a particular town, city, or region. This form of advertising is particularly effective for businesses that rely on local clientele, such as retail stores, restaurants, healthcare providers, real estate agencies and local councils. The goal is to speak directly to the people who will be walking through a business’ doors, or to raise awareness and spread messages locally.
Different channels for local advertising
Local advertising can be executed through various channels, each offering unique benefits when it comes to connecting with the target audience. Here are some popular local advertising channels:
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Print media - Newspapers, magazines, and local newsletters remain a trusted source of information for many communities. Advertising in local print media can effectively reach a dedicated readership, especially those that are more technology-adverse.
Broadcast media - Local radio and television stations offer opportunities to reach audiences through audio and visual advertisements. These channels are particularly useful for time-sensitive promotions and announcements.
Digital media - Online advertising through social media, local websites, and search engines allows for targeted campaigns based on demographics, interests, and online behaviour.
Direct mail - Sending promotional materials directly to residents' mailboxes can be a highly targeted and personal approach to local advertising, though it’s not a tactic everyone will appreciate. While it’s not a legal requirement to obtain recipient consent for mail campaigns, it’s still advisable.
Local events - Sponsoring or participating in local events, fairs, and festivals provides businesses with direct engagement opportunities with potential customers. Face-to-face interactions, and opportunities for customers to try your products or discuss your services are invaluable.
OOH advertising - Billboards, bus shelters, digital screens, and other forms of outdoor media are powerful tools for local advertising due to their high visibility and constant presence in public spaces.
What is local outdoor advertising?
Local outdoor advertising, or local OOH advertising, encompasses any type of advertising that reaches consumers while they are outside of their homes. This includes billboards, transit ads, and street furniture, to name a few. Local OOH advertising is designed to engage people as they go about their daily activities, making it an effective way to boost brand awareness and drive foot traffic to physical locations.
Types of local outdoor advertising
There are several types of local outdoor advertising, each with its own advantages:
Billboards
Large, high-visibility displays placed in strategic locations such as highways, busy streets, and intersections. Billboards offer extensive reach and are ideal for delivering impactful messages to a broad audience.
Transit advertising
Ads displayed in travel hubs such as train stations can attract thousands of glances every day. This type of advertising is highly effective for reaching commuters and travellers, making it perfect for businesses targeting an audience that’s likely to move between locations.
Street furniture
Ads on bus shelters, kiosks, and other public amenities. Street furniture advertising is an excellent way to engage pedestrians and passersby in urban areas, ensuring your message is seen by all sorts of people.
Posters
Posters are cost-effective and versatile, allowing businesses to create a widespread presence throughout a local area and exercise some creative flair.
Digital OOH (DOOH)
Digital screens and interactive displays placed in high-traffic locations, offering dynamic content that can be easily updated. DOOH advertising combines the benefits of traditional OOH with the flexibility of digital media, enabling real-time updates, video content, and interactive features.
Why should you invest in local OOH?
Investing in local outdoor advertising can take your business to new places - literally. Here are just some of the reasons to consider local OOH for your next campaign:
High visibility and reach
Local OOH advertising ensures that your message is seen by a large number of people. Strategically placed ads in high-traffic areas such as city centres, shopping malls, and along major roadways capture the attention of commuters, shoppers, and pedestrians. Unlike online ads that can be ignored or swiped by, OOH ads are unavoidable and constantly present in the public eye. This high visibility translates to a broader reach, making it easier to increase brand awareness and attract potential customers.
Cost-effectiveness
Compared to other kinds of advertising, OOH can be very cost effective - when marketing a local business, costs are often a big concern. With various formats and scales available, businesses can choose options that fit their budget while still achieving OOH’s impact. Additionally, the long lifespan of OOH ads means that they provide continuous exposure without recurring ongoing costs. For instance, a well-placed billboard can deliver your message 24/7 for weeks or even months with little maintenance needed, offering excellent value for money.
Enhancing brand recognition and trust
Consistency is key to building brand recognition and trust - two of the most important things any business can hope to earn from its audience. Local OOH advertising allows businesses to maintain a consistent presence in the community, reinforcing their message and fostering familiarity. High-quality, well-designed ads contribute to a professional image, and can contribute towards your credibility. When potential customers see your brand every day, they are more likely to remember it and trust it, ultimately influencing their purchasing decisions.
OOH complements other media
OOH works incredibly well when used alongside other forms of media that can also be aimed at local or regional audiences, such as TV, press, and radio. This way, messages that people see through OOH while out and about can be reinforced by other forms of media when they’re at home in the mornings and evenings, creating a cohesive experience.
Local advertising best practices and tips
To maximise the effectiveness of your local OOH campaigns, it's important to follow best practices. Here are some key points to keep in mind:
Identifying your target audience
Understanding your target audience is crucial for any advertising campaign. You can’t hope to make a statement to a particular audience without knowing what they want to hear and how they want to hear it. Research the demographics, interests, and behaviours of your local market. This information will help you tailor your message and choose the most effective tone of voice and advertising locations. Knowing your audience ensures that your ads resonate with them, increasing the likelihood of engagement and, ultimately, conversion.
Choosing the right locations
The success of any OOH campaign depends on the choice of location for your ads. Consider high-traffic areas where your target audience is likely to be - but keep in mind that the more visible your ad is, the more expensive it’s likely to be. Shopping centres, busy traffic crossings, public transport hubs, or popular community venues are all good locations for OOH advertising. The goal is to place your ads where they will make the most impact on the most people. Additionally, consider the context of the location—ads placed near relevant businesses or services can enhance their effectiveness, as it becomes easier for customers to connect your ad to the physical location.
Crafting compelling ad creatives
People should want to look at your ads. Without that, you’ve fallen at the first hurdle. Your ad creative should be eye-catching, but easily-understood. Use bold colours, readable fonts, and strong visuals to capture attention, and use your unique tone of voice to hold that attention there. The message should be simple yet impactful, and your call to action (CTA) should encourage some kind of immediate response or engagement. Remember, outdoor ads are often viewed quickly, so your design should be easy to understand at a glance.
Measuring the success of your local advertising campaigns
Like all marketing campaigns, OOH campaigns need to be able to produce quantifiable results to prove their worth. Use key performance indicators (KPIs) such as reach, frequency, engagement, and conversion rates to track the success of your campaign. Tools like foot traffic analysis, QR codes, and social media mentions can provide valuable insights into how your ads are performing and how they are influencing consumer behaviour. Regularly reviewing these metrics allows you to adjust your strategy and ensure that your next campaign is even better than the last.
Local OOH advertising strategies for different industries
Different industries can benefit from tailored OOH advertising strategies. Here are some industry-specific approaches:
Retail and SME growth
For retail businesses and small-to-medium enterprises (SMEs), local OOH is invaluable for driving foot traffic and boosting sales. Placing ads near shopping districts, local markets, and high streets can attract potential customers who may have gone straight home if not for seeing your ad. Seasonal promotions and special offers can be highlighted to entice these kinds of immediate visits. For example, a clothing store can use OOH to advertise a summer sale, drawing shoppers to their location during peak shopping times.
Restaurants and hospitality
Restaurants and hospitality businesses can use OOH to promote new menu items, special events, or unique dining experiences. Ads near busy areas, tourist attractions, and transport hubs can capture the attention of both locals and visitors. A strategically placed billboard showcasing a restaurant's signature dish can entice hungry passersby to stop in for a meal.
Healthcare
Healthcare providers, including clinics, dental offices, and wellness centres, can benefit from OOH by using it to increase awareness of their services. Ads placed near residential areas, schools, and community centres can effectively reach families and individuals in need of healthcare services - reminding them of the importance of regular check-ups.
Real estate
Real estate agencies can use OOH to advertise property listings, open houses, and new developments. This is particularly useful for real estate, where as well as a single property, you’re having to sell your customers on an entire local area. Strategically placed ads in residential areas and near public transport routes can attract potential buyers and renters - and this can be done with enough accuracy to even target specific postcodes and audiences. A billboard showcasing a new housing development with a compelling image and contact information can generate significant interest and inquiries.
FMCG
Fast-moving consumer goods (FMCG) brands can leverage OOH to launch new products, highlight promotions, and reinforce brand presence. High-traffic locations such as supermarkets, convenience stores, and shopping centres are ideal for these kinds of ads, as these are the situations in which customers are most likely to make a spur of the moment purchase to sate their appetites.
Education
Educational institutions can use OOH to promote enrollment, open days, and special programs that set them apart from other schools in their area. Ads near schools, libraries, supermarkets and community centres can help to reach parents and prospective students and tell them why they should consider your institution. A university can use bus shelter ads to showcase its courses and facilities, encouraging students to attend an open day and learn more about their options.
Media and entertainment
Media and entertainment companies can utilise OOH to advertise upcoming shows, events, and releases. Ads in entertainment districts, near theatres, and in busy city centres can capture the interest of a broad audience. We see this every day with independent cinemas using billboards and posters to build anticipation for a new film release, driving ticket sales and generating buzz.
Local authorities and councils
Local governments can use OOH to communicate important public information, promote community events, and encourage civic engagement. Informative ads in public spaces, parks, and near government buildings mean that important messages have a better chance of reaching residents. For instance, a council can use digital screens to provide real-time updates on public services, upcoming events, and local initiatives.
Other industries
Various other industries, including finance, automotive, and tech, can also benefit from local OOH advertising. One of the strengths of this advertising format is the fact that it’s applicable to almost everything. The key is to tailor the message and placement to suit the specific audience and business objectives. The options for customisation and optimisation are endless.
Local advertising FAQs
How much does local outdoor advertising cost?
The cost of local outdoor advertising varies based on factors such as location, size, format, and the duration of the campaign. Generally, high-traffic areas and larger formats come at a higher price. However, there are options available to suit different budgets, from small posters to large digital billboards - this too is one of the benefits of OOH. Businesses should consider their advertising goals and budget constraints when planning their OOH campaigns, as well as any money they may need to put towards maintaining their ads.
How long should a local outdoor advertising campaign run?
The duration of an OOH campaign depends on the goals and budget of the business. Short-term campaigns can create a sense of urgency, which is perfect for promotions and sales, while long-term campaigns are ideal for building brand recognition and becoming a familiar face. A campaign can range anywhere from a few weeks to several months. It's important to evaluate the campaign's performance regularly and adjust the duration as needed to achieve the desired results.
Can small businesses afford local outdoor advertising?
Yes, local OOH advertising is an option no matter the size of a business. There are various cost-effective options available, such as smaller posters, bus shelter ads, and digital screens. Additionally, local OOH can provide a high return on investment by reaching a large and relevant audience. Small businesses can start with smaller-scale ads and gradually increase their investment as they see positive results.
Advertise locally with Clear Channel
Clear Channel helps businesses of all sizes reach their local audiences and beyond with effective and engaging OOH advertising. Our extensive experience, innovative technology, and a commitment to being A Platform for Good, put Clear Channel in the perfect position to assist you in creating impactful local outdoor advertising campaigns.
Whether you're looking to boost brand awareness, increase foot traffic, or promote specific products or services, Clear Channel's expertise and resources can help you to aim high with your advertising goals and achieve the results your business deserves. Contact Clear Channel today to learn more about how local OOH advertising can benefit your business and to get started on your next campaign.