As ads continue to disseminate, advertisers must adopt strategies that address the target market and stand out among the ad clutter, leading viewers to notice, consider, and recall the ad’s message.
So the question is which kind of OOH advertising to follow?
Print advertising or online advertising?
So print advertising, as per Ajay.J, AVP of SRS group, is a formidable tool and would work very well depend upon one’s objectives.
For example thematic campaigns such campaign aims at reinforcing or modifying brand imagery. This kind of a communication needs impact and has to engage the target audience in a different manner – something beyond a few moments.
They work nicely in stature building also. On account of a mix of functional and psycho graphical reasons, print is very effective in building stature around brands – that imagery we hold for them in our minds. Go back a couple of years and imagine full page Accenture ads with Tiger Woods over there, in nice, strong, white glazed newspaper sheet – things such as these could make them appear larger than life.
Another scenario where print ads work best are when the need is for a mass reach: Sometimes, it is important to have a couple of million people see your communication right on the first day, or even the first few hours of the day. Print is unbeatable over here.
But if you see online advertising, it is best when you need to have action oriented response. Online adverts are more measurable because of the PPC options and click through. It also provided high OTS-c certain messages need repeat exposure to reinforce the message or positioning in the minds of the consumers. And for this, online is the best possible option as it can do so with a high level of frequency, in a pin-pointed manner and at affordable budgets.
Also it provides direct interface with the customers. It also leads a larger multimedia support. The only disadvantage is that it may get annoying for the customer to tolerate online ads like interstitials and pop ads.
But if you see the 2011 statistics, 49% of the ad spends are on the adnetwork, 43% on SEO/SEM and a 30% on blogs.
This shows ROI of the two depend on various factors, namely campaign objective, time frame variable, desired TA response and media consumption habits.
It is the two used together which will give you a holistic ROI.