What is street furniture advertising?

Street furniture advertising is a form of out of home (OOH) advertising that is placed on street furniture at close proximity to pedestrians for stand-out, eye-level viewing – or otherwise at curb-side so it is easily viewed by passing traffic.

Street furniture advertising includes ads at bus shelters, transit stations, news-stands, benches and kiosks, as well as shopping mall and convenience store panels.

Sometimes referred to as street-level urban advertising, street furniture advertising is a high-impact method for advertisers to connect with pedestrians and daily urban commuters. This type of advertising captures the attention of your audience directly at eye-level as they walk around the street, travel, wait for transportation, or wander through a shopping mall.

The DOOH Checklist for SMBs: What You Need to Create a Successful Campaign

Is Street Furniture Advertising a Good Choice for SMBs?

Trying to catch the attention of consumers in today’s online world of audience fragmentation is becoming increasingly difficult for marketers. The growing number of communication channels – from online to mobile, social media, apps, music and video streaming services – combined with the growing number of devices all vying for consumers’ attention, reduces individual reach and overall effectiveness of brand messaging.

By contrast, digital out of home advertising surrounds audiences in their everyday environment – engaging them in their surroundings rather than at a computer or mobile device. This means that DOOH advertising reaches consumers when they are at their most receptive, and not distracted by other media.

Read more: 3 Ways Location Based Advertising Can Improve Your Business

What’s more, research has shown that the time consumers are exposed to OOH advertising is higher than that of other major media.

Reach of OOH advertising compared to other major media

(Image source: jcdecaux.com)

Additionally, growing urbanization means outdoor advertising is becoming one of the most prominent mediums available to advertisers. As people spend increasing amounts of time outside the home and office, OOH is the channel that gives brands the opportunity to reach large audiences quickly and consistently.

With today’s targeting technologies, brands can now use powerful programmatic DOOH (pDOOH) platforms to target specific audiences with relevant messages in an engaging and increasingly contextual way. This means that no matter whether a business is trying to raise brand awareness or target a defined audience, DOOH allows them to communicate directly with consumers with remarkable precision and high impact – right at street level.

Global urbanisation growth 1950-2050

(Image source: jcdecaux.com)

Top Advantages of Street Furniture Advertising

If you’re thinking of incorporating street furniture advertising into your marketing campaigns, now is the time to do so.

Organizations of all sizes and across virtually every industry can utilize digital street furniture advertising to communicate key messages, raise brand awareness, encourage online interaction, and promote timely deals at nearby outlets.

From big corporations like Burger King and McDonald’s, to small retail stores, law firms, and real estate agents – street furniture advertising provides fantastic exposure for large and small companies alike. Furthermore, this method gives you the perfect opportunity to connect with the local market with unmissable and highly engaging creative.

It’s Inexpensive and High Value

You’ll pay much less for street furniture advertising compared to traditional forms of major media advertising such as TV and radio – and you’ll get more exposure, too.

Street furniture advertising offers more cost-effective engagement than many other forms of media. Situated in areas where thousands of people commute and congregate every day, street advertising ensures maximum impressions for a relatively small investment.

With today’s pDOOH platforms, it couldn’t be simpler to locate, bid for and buy premium digital ad space on the precise pieces of street furniture you need. So, if you’re looking for a relatively inexpensive and quick way to start reaching thousands of potential customers every day, digital street advertising is the ideal solution.

Read more: The Beginner’s Guide to pDOOH: Programmatic DOOH and Why It’s a Game-Changer

It Encourages Consumer Engagement

Being at eye level, street furniture advertising ensures maximum attention from large amounts of people. People waiting for a bus, train, taxi, or Uber, or audiences wandering through malls or on their way to work, will all see your ad – presenting you with a fantastic opportunity to engage them with creative messaging.

Read more: DOOH Creative Guidelines: The Ultimate Guide to DOOH Creative Best Practices

What’s more, with today’s pDOOH platforms, you can adjust your messages to reflect external factors, such as time of day, day of the week, weather conditions, temperature, or breaking news. This provides greater strategic options to target and present localised offers.

For instance, if you have an offer in a local store, with street furniture advertising you can create a sense of urgency by letting passers-by know how many items you’ve sold in the last hour, or even give them directions to your outlet, as in the examples below.

Telephone cabin used for street furniture advertising

(Image source: clearchannel.be)

Start Your Street Furniture Advertising Campaign Today with The Neuron

If you’re looking to start a street furniture ad campaign, you need a modern, programmatic DOOH platform that will connect you directly to the best digital screens available on the market, so you can start connecting with thousands of potential customers in your target location.

The Neuron is a powerful demand side platform with easy-to-use, one click processes. Simply upload your creative, select your screens, set your criteria (time of day, weather conditions, demographics, number of impressions, etc.) and let The Neuron do the rest.

DOOH Checklist