Do you want to engage with your target audience in a more personal manner in public spaces? Street furniture advertising could be the solution you’ve been looking for.
Long a staple of town and city centers, street furniture advertising ensures your brand stays top of mind as hundreds if not thousands of consumers walk or drive past your ads every single day.
Indeed, if you’re looking for a highly targeted, high-frequency, low-cost advertising solution that gets your message in front of the right consumers in the best locations, street furniture advertising should be a central component of your marketing strategy.
What Is Street Furniture Advertising?
Street furniture advertising encompasses all forms of Out of Home (OOH) advertising located at street level. This includes ads on benches and other seating, as well as ads on transit shelters, newsstands, kiosks and urban panels.
Eye-level and eye-catching, street furniture advertising aims to reach people in their local town, city, or neighborhood – as well as along their commute.
Today, the most effect, affordable, flexible and simplest way for SMBs to access street furniture advertising panels is through programmatic digital out of home (pDOOH) platforms. Whereas in the past, nearly all OOH advertising was print-based, today, Digital Out of Home (DOOH) advertising is the medium of choice for more and more advertisers – and the number of digital street furniture panels is growing all the time, particularly in towns and cities.
(Image source: oaaa.org)
Right now, DOOH advertising is leading total OOH growth, registering a 37% increase year-over-year increase according to the latest figures from the Outdoor Advertising Association of America (OAAA) – with the street furniture advertising category increasing double digits.
“This is a watershed moment – with OOH revenues nearly matching historic, pre-pandemic highs,” said Anna Bager, President and CEO, OAAA. “I am confident that these gains will continue. Recent ComScore research found that OOH delivers tremendous value in comparison to other channels, so we are in a good position to continue this momentum, despite any economic headwinds.”
The reason DOOH advertising continues to gain so much traction is that it gets results. In the quick service restaurant (QSR) segment, for instance, it was found that OOH ads engaged almost 9 in 10 recent viewers, according to the OAAA’s Q2 2022 survey – with two-thirds of those who saw an ad making a purchase at a physical store.
(Image source: oaaa.org)
In grocery, meanwhile, a growing number of consumers are paying more attention to OOH ads for sales and promotions now than they were three or six months ago.
(Image source: oaaa.org)
“This story of continued growth will capture the interest of marketers who are asking to learn more about OOH,” Bager continues. “Consumers are getting back out in the world and this audience is paying more attention and wants to interact […]. Based on what we’re seeing, the future looks bright for OOH.”
What Are the Advantages of Street Furniture Advertising in Public Spaces?
If you’re thinking about incorporating digital street furniture advertising into your next marketing campaign, you may be wondering about what advantages the medium offers.
The great news is that brands of all sizes – including SMBs – enjoy fantastic exposure by utilizing street furniture advertising, helping them increase brand awareness and connect with their communities in the public realm.
The core advantages of street furniture advertising for SMBs are as follows.
Street Furniture Advertising is Cost-Effective
When it comes to raising awareness of your local business, you’ll be hard pressed to find a better medium than street furniture.
Catching the attention of hundreds of commuters and sidewalk pedestrians in busy urban areas every single day, street furniture ensures maximum exposure for a relatively small investment. You’ll pay much, much less for street furniture advertising than you will for traditional forms of major media advertising like TV and radio – and more people will see it.
Street Furniture Advertising Encourages Interaction
For SMBs looking for a reliable way to encourage engagement and interaction from consumers on the street and sidewalk, street furniture advertising delivers.
People waiting for a bus or wandering through shopping centers or malls are paying attention to the sights around them. Eye-catching street furniture ads that feature promotions, QR codes, social media hashtags, or directions to a nearby store get noticed and drive the sort of engagement SMBs need.
According to figures from the OAAA, 69% of viewers engage in actions after seeing a digital street level ad, such as searching for the advertiser, visiting their website, store, or restaurant, or visiting or posting to social media. Digital Street Level OOH Engages Consumers and Drives Action
(Image source: oaaa.org)
In addition, of the 51% of people who notice digital street ads that give directions to a business, 65% immediately visit that business, and 92% make a purchase.
(Image source: oaaa.org)
Street Furniture Advertising Encourages Interaction
The short answer is – almost certainly, provided you use a reliable programmatic DOOH platform like The Neuron to make the most out of your campaigns.
The best and most engaging type of outdoor advertising is that which incorporates contextual relevance into the creative. With The Neuron, it’s easy to adjust your messages to reflect real-time external factors, such as time of day, day of week, the season, weather conditions, temperature, pollen counts, traffic levels, sports results, or breaking news. This presents a huge array of strategic options to target audiences in cars or on the sidewalk with relevant offers.
For example, QSRs can display different advertisements based on mealtimes, like McDonald’s does in this urban panel.
(Image source: www.jcdecaux.co.uk)
This summer, clothing brand ASOS enjoyed reaching people based on contextual information of screen location with the flexibility and ease of programmatic buying. The campaign generated 22 million views and resulted in a 14% increase in brand awareness and a 22% increase in brand consideration.
(Image source: thedrum.com)
Elsewhere, bookmaker BoyleSports made use of pDOOH to build anticipation for upcoming horseraces across the four-day Cheltenham Festival. The ads featured prominent calls to action with timers counting down to the start of each race upcoming race.
(Image source: marketing.ie)
Only with a modern programmatic DOOH platform can you take advantage of the fantastic opportunities like these, that street furniture advertising offers.
The Neuron is easy-to-use, allows you to hand select premium screens and bid for space based on real-world criteria. Our platform comes jam-packed with actionable real-time data to optimize your campaigns in real-time, and our brand new and free-to-use DOOH Design Studio makes designing and launching a high-impact street furniture DOOH ad in minutes a cinch.
Launch Your Back-to-School Campaigns in Minutes with The Neuron
The back-to-school marketing season is well underway – which means, to take advantage of DOOH advertising to reach your target audience, you need a platform that lets you launch your campaigns quickly. And what’s more, we can also target late back to school shoppers within a specific proximity of 1 – 2 miles around schools and malls.
The Neuron is an easy-to-use pDOOH platform that connects advertisers to premium DOOH inventory all around the country. With our free-to-use DOOH Design Studio, you can design your back-to-school DOOH ads in no time using our professionally crafted templates. Then, simply upload them to The Neuron, select your screens, your targeting, criteria and your budget and your ad is good to go.
Don’t waste any time. Try The Neuron today.
