05 Jan Debunking the Biggest Outdoor Advertising Myths Of 2024

Various outdoor advertising myths have been circulating for years, leading many to believe that this marketing strategy is ineffective or outdated. However, in reality, outdoor advertising is a powerful tool that can greatly benefit businesses of all sizes. In this blog post, we will debunk some of the biggest outdoor advertising myths and shed light on the true value of this marketing approach. From addressing misconceptions about cost and effectiveness to highlighting the measurable impact of outdoor advertising, we will provide a comprehensive overview of why these myths are simply not true. 

What is Outdoor Advertising? 

 Before we delve into debunking the myths, it’s important to understand what outdoor advertising entails. Outdoor advertising, also known as out-of-home (OOH) advertising, refers to any form of advertising that reaches consumers while they are outside of their homes. This includes billboards, bus stop ads, digital displays, and more. The goal of OOH advertising is to capture the attention of passersby and create brand awareness. 

Why Do People Think that Outdoor Advertising Doesn’t Work? 

There are several reasons why people may believe that outdoor advertising is ineffective. One common misconception is that it is expensive and only affordable for big national brands. Additionally, some believe that no one pays attention to outdoor adverts or that it is an outdated form of marketing. Another myth is that outdoor advertising cannot be measured, making it difficult to determine its effectiveness. Lastly, there is a misconception that outdoor advertising doesn’t work well for local businesses. Let’s debunk these myths one by one. 

Debunking 6 of the Biggest Outdoor Advertising Myths

1) Outdoor Advertising is Expensive: Contrary to popular belief, outdoor advertising can be affordable for businesses of all sizes. With advancements in technology and a wide range of options available, there are options to fit various budgets. Businesses can choose the size and location of their ads to ensure maximum impact within their budget. 

2) No One Pays Attention to Outdoor Adverts: This myth is easily debunked by the fact that consumers are exposed to outdoor adverts on a daily basis. In the UK, 98% of the population sees OOH advertising every week. With strategic placement and eye-catching designs, outdoor ads can effectively capture the attention of passersby. 

3) Outdoor Advertising is Only for Big, National Brands: Outdoor advertising is no longer limited to big national brands. In fact, it has become more accessible than ever for local businesses. With options such as local billboards, bus stop ads, and digital displays, local businesses can effectively target their specific audience within their local area. 

4) Outdoor Advertising is Outdated: This myth couldn’t be further from the truth. Outdoor advertising has evolved with the times, embracing digital technology and interactive displays. Digital billboards and screens allow for dynamic and engaging content, ensuring that outdoor advertising remains relevant and impactful. 

5) Outdoor Advertising Cannot be Measured: This is a common misconception. OOH advertising can be measured through various methods such as footfall tracking, surveys, and digital tracking. By analysing data and consumer behaviour, businesses can gain valuable insights into the effectiveness of their outdoor advertising campaigns. 

6) It Doesn’t Work Well for Local Advertising: On the contrary, out-of-home advertising works extremely well for local businesses. By targeting specific areas and reaching the local population, local businesses can create a strong presence within their community and increase brand awareness among their target audience. 

Statistics to Debunk Outdoor Advertising Myths

According to a study, 71% of people often look at billboards while driving or walking.

Research shows that 79% of people find billboards to be memorable.

Outdoor advertising has a high reach, with 98% of the UK population seeing OOH advertising every week.

A study found that 71% of people feel that outdoor advertising stands out more than online ads. 

In Conclusion

Outdoor advertising myths have perpetuated misconceptions about the effectiveness and value of this marketing strategy. However, by debunking these myths, we can see that outdoor advertising is a cost-effective, attention-grabbing, and measurable form of advertising. It is not limited to big national brands, but also works well for local businesses. With the ability to reach a wide audience and create brand awareness, outdoor advertising remains a powerful tool in the marketing arsenal. By understanding the true value of outdoor advertising and utilizing it effectively, businesses can reap the benefits and drive success.