ARE THEY EFFECTIVE?
One of the factors that most determines the value of an advertisement is its location, that is, the city or region where it is located and the street or avenue where it is located. There are legendary locations where a large number of advertisements congregate, such as Times Square in New York City. We all automatically have an image of that in our minds.
Currently, advertising campaign design benefits from technological advances that provide statistical information on traffic and population, allowing advertisers to better target their ads to achieve greater impact on the segment they wish to communicate their messages to.
It is necessary to plan the advertising outside within the plan marketing and the strategy global strategy. To do this, the objective of this strategy must first be defined. advertising within the campaign, as is the case with product advertisements that only use this medium to support other advertising activities.
Outdoor media must stand out in a given environment thanks to their creativity and design, so that consumers focus their attention on them and become interested in the advertised product, seek it out, or recommend it.
The best known or most sought-after are spectacular, mobile billboards, advertising bridges, screens, bus shelters, fixed billboards, and advertising buses, which are required according to the strategy or objective of the advertising campaign.
According to published figures, outdoor media recorded 3% growth over the last year, accounting for 5.79% of total advertising investment, which translates into 4.153 billion pesos.
However, outdoor advertising must evolve and innovate to align itself with the demands of new audiences. That is why we are increasingly seeing innovation in digital technology applied to outdoor media, such as digital bus shelters and digital screens, among other media.
Understanding how brands and consumers relate to each other through advertising is a key issue in determining the path that innovation should take in this sector.
