The Power of Mobile Advertising

Mobile advertising generates 2.5 times more attention than a static billboard.

Outdoor Advertising rules the landscape of traditional advertising mediums.

You cannot turn it off. TiVo, DVR’s and remote control allow you to skip TV commercials. Radio is not as effective as it once was. Satellite radio is commercial free. Yellow pages and Newspaper print ads are not as effective in the internet age. Spam blockers and Pop up blockers limit the effectiveness of the internet advertising. When was the last time you read a direct mail piece?

The Key to its effectiveness and versatility!

2009 Arbitron National In-Car Study
During our 2003 national in-car media survey, Arbitron found that Americans averaged 2 hours and 11 minutes in their cars during an average weekday; in 2009, Americans are reporting spending 2 hours and 52 minutes in their cars per weekday

31% Increase in time spent in-car. 18 1/2 Hours per week on the road! Billboards move consumers to action!

In the out-of-home advertising industry, mobile billboard displays are the most effective form available boosting product and name recognition fifteen times greater than anything else available!
- The European Outdoor Advertising Association, Zurich, Switzerland
Our study measured consumer awareness and sales between static billboards, mobile billboards, and no billboards. 43% of the respondents recalled the static billboards over no billboards. However, 94% of the respondents recalled the mobile billboard, but in addition, 80% recalled the specific advertisement. Of even greater importance, static billboards resulted in an increase of sales of 54%, but mobile billboards resulted in an increase of sales of 107%!
- Product Acceptance and Research, Inc.Washington, D.C.
Many advertisers have pointed out that traditional forms of advertising have become less effective in reaching their consumers, especially the lucrative 25-35 year old demographic. They are out and about and when they are at home, they’re either in front of the computer or usually watching cable (digital) television. It has really segregated the market and forced advertisers to look at creative solutions.
- Caroline E. Mayer, The Washington Post.
97% is the recall rate on mobile advertising.
- Outdoor Advertising Magazine TACA’s market research July/August 2002
96% of respondents say mobile advertising is more effective than traditional outdoor advertising.
- Outdoor Advertising Magazine TACA’s market research July/August 2002

Does Outdoor Advertising Still Work?

(Steve Olenski, 10/10/2011 @ 11:12AM)

You remember outdoor advertising, don’t you? And when I say “outdoor advertising,” I’m not talking about the ads on bus stops or even on the sides of buses, for that matter. And I am also not talking about ads that run on gas pumps, either. I’m talking about billboards. You know those huge poster boards that dot the main highways and byways of our great land.

I don’t know about you but I am in my car for approximately 45 minutes each morning on my way to work and about an hour on my home. And I notice billboards. Now I readily admit I am not normal. The reasons for this are many but in this context I say I am not normal because I look at billboards. I study them. I notice when new ones go up, old ones go down and when the local graffiti artist decides he or she needs a new canvas.

So you can’t go by me when asking the question “Does outdoor advertising still work?” Being in the “biz” I look at them from a different perspective as many of you may as well. But of course this is not about me or you, at least in the professional vein. No this is about me, you and our fellow consumers and whether or not billboards – be they traditional of digital, have any impact on us when it comes to making a purchase.

I went looking for some research and what I found was The Arbitron National In-Car Study, 2009 edition, which is the most-recent edition of this particular study, at least from I could gather. Either way, the findings, I think, are very relevant and paint a very interesting picture into the minds and psyche of the American consumer and what impact, if any, billboards have on us when it comes to marketing and advertising.

You can download the study in its entirety, but I wanted to share some of the highlights, which, again, are rather interesting.

Now the first thing to know is we spend a lot of time in our cars. On average each of us spends upwards of 20 hours per week and travel more than 200 miles per week.(2009 Arbitron National In-Car Study)

Of course what this all means is there is ample time for us to be exposed to all sorts of billboard advertising. The question, of course, is do we pay attention to it and if so, does it cause us to make a purchase?

Well, to the question of whether we pay attention to billboards, the study showed that 71% of us “often look at the messages on roadside billboards (traditional and digital combined) and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.” And check out the stats on digital billboards in the chart to the right as well as digital billboards are getting noticed.

As to exactly what information we are gleaning from a billboard varies as according to the study more than half of billboard viewers aged 18 or older have...

  • Learned about an event they were interested in attending (58%)
  • Learned about a restaurant they later visited (58%)
  • Talked about something funny they saw (56%) on a roadside billboard
  • Been reminded to tune into a TV program (33%) or a radio station (44%)
  • Noted a phone number (26%) or Web site address (28%) written on an outdoor billboard

Now I don’t know about you but I never remember a website or phone number I see on a billboard for if I want to know something about a given company, I will do what millions others do every day when they want to know something... I Google it.

Ok, now what about purchase decision and influence?

  • Well, according to the study, “billboard viewers make shopping decisions while in the car.”
  • 72% of billboard viewers frequently or sometimes shop on their way home from work
  • 68% frequently or sometimes make their shopping decisions while in the car
  • 38% make the decision to stop at the store while on their way home
  • 24% say they were motivated to visit a particular store that day because of an outdoor ad message
  • 32% visited the retailer they saw on a billboard later that week
  • 50% reported receiving directional information from a billboard
  • 24% said they have immediately visited a business because of an outdoor ad message

One last stat from the survey… not surprisingly, grocery stores/supermarkets or large retail chains were the locations most often cited by respondents as the places they visit on their way home – good news for retailers who are considering some billboard advertising.

So, it would appear, at least from the findings from the study that outdoor advertising does work, at least in the sense that people A) notice it and B) are influenced by it to some degree. But… this does not mean all marketers and advertiser should run right out and start a billboard campaign. Can’t just have a billboard to have a billboard. You have to do it right… which leads me to how I want to end this article with an example a billboard done right and a billboard done, well… not so right.

I don’t think I have to tell you which one is which, do I? Ok, if you insist. The one done right is the one that conveys a message in an entertaining or clever manner as opposed to the one that conveys a very crowded message with various fonts and colors and leave you with a splitting headache.