As a marketing tool, outdoor ads can be one of the most effective ways to communicate your brand’s message. They are hard to miss, and their elevated position allows them to be seen from a distance, making them ideal for brands looking to make a big splash. However, if a brand doesn’t utilize creative elements to make their ad stand out from the competition, it could easily be overlooked and ignored.
The best outdoor ads use creativity to engage audiences and captivate their attention in a way that other mediums cannot. They are often multifaceted, transforming traditional advertising methods into immersive experiences that are likely to be shared online. From bus shelters that become mini jazz clubs to coffee-dispensing crosswalks, these outdoor ads are a testament to the power of imagination and ingenuity when it comes to brand advertising.
One of the most iconic forms of outdoor advertising is the billboard. Whether it’s a minimal directional billboard like the ones McDonald’s enlisted Toronto agency Cossette to create, or a full-on spectacle like Nike’s Halloween-themed “Spider Shoes,” the goal is to capture the attention of passersby. To do so, the campaign must be eye-catching and unexpected.
Some of the most successful campaigns take advantage of the brevity of the outdoor medium by using minimal text to communicate a message that is both compelling and concise. They also rely on visuals to tell a story and evoke an emotion in the audience. This is particularly important for an ad, as it helps ensure the message sticks in the viewer’s memory, both on a conscious and subconscious level.
Lastly, the best outdoor ads interact with social trends, cultural moments, and other relevant events to create a deeper connection with their audience. For example, if an event is generating a lot of buzz, the ad can join the conversation and leverage the opportunity to drive awareness. Alternatively, the ad can focus on a current issue or challenge the audience to participate in an activity that supports the cause.
In addition to leveraging these tactics, the most effective outdoor campaigns have consistent messaging across all mediums. This is especially important for companies that want to increase their brand frequency with consumers. By ensuring the same ad is seen multiple times, brands can be top of mind when a consumer is deciding what to buy or where they should travel.
From billboards that morph into musical instruments to coffee-dispensing crosswalks, the best outdoor ads are bold, memorable, and impactful. With a little creativity, outdoor advertising can be one of the most cost-effective and creative ways to reach your target audience. If you’re ready to bring your brand’s messaging to the streets, contact our team of experts at Great Outdoor today. We’re here to help you find the perfect spot, craft a captivating message, and ensure it’s delivered in the most engaging manner possible.