Marketing Playbook For SMB’s: Part 3

June 18, 2020

The last two weeks we’ve discussed the importance of using both traditional and digital marketing in your advertising and the effectiveness of a good website.

Our last topic – to round out your perfect marketing mix – is digital out of home advertising.

Yes, we’re talking about billboards. Saskatchewan residents spend a lot of time in their vehicles, making billboards a perfect medium for highlighting your brand and messaging. Placing a billboard at a popular intersection provides a natural captive audience, 24 hours a day.

Digital out of home (DOOH) advertising.

Billboards are no longer a solely traditional marketing medium. Out of home has broken into the digital advertising space in a big way. While traditional billboards are typically printed and static, digital billboards allow for both static and dynamic advertising options. DOOH also allows for advertisements to be changed out more efficiently.

According to the Canadian Out of Home Marketing and Measurement Bureau (COMMB) the top three reasons a business should use OOH advertising include: generating reach quickly, delivering targeted messages to mass audiences and to deliver a high ROI.

As well as great visual options, digital billboards bring new built-in technology to this once traditional medium – cameras. Cameras allow daily monitoring of the billboard’s face(s) for optimal advertising quality. Real-time traffic impressions give business owners tangible results like how many times a billboard ad was displayed and how many vehicles were exposed to it. DOOH can be a terrific digital addition to a marketing mix, and the costs are getting more manageable for small businesses.

It’s always been important to periodically re-examine your business strategy.  With ever changing consumer behaviors and purchasing habits, how you reach your target audience is now more important than ever. If you need help with any part of your marketing mix we are here. We are dedicated to helping local businesses by offering a strategic mix of marketing products that allow you to Be Found, Get Chosen, Connect Faster and Stay Connected.