3 Advantages of Hyperlocal OOH Advertising
Hyperlocal advertising is a strategy to advertise in a very specific area targeting a particular community or neighbourhood. From online media to offline media like out-of-home (OOH) media, hyperlocal advertising works effectively in all forms. Many brands have turned to a hyperlocal approach in OOH advertising in attempts to deliver more localized content to a focused group of audiences.
So, why are they doing this?
In this article, we will explore the advantages of hyperlocal OOH advertising.
Impactful content
If you look at mass advertising where ads are made for a wide geographical area of audience, the content is limited to general messages or ideas. This is because the scale is too big to create something that is more personal or localized. As hyperlocal OOH advertising has a very precise target group of people in a specific area, this allows brands to curate content that is closely relatable to the audience. Advertisers can reach a niche audience with the contextually relevant advertising opportunity. Here are some examples:
Language-specific ads:
Image via The Nut Graph
Direction to business location ads:
Image via OAS Media
Local landmark ads:
Image via imgur
Taking advantage of the local’s interest or local stereotype to create an ad is likely to win the hearts of the locals.
Recency effect
Targeting a highly specific neighbourhood or community will create a recency effect on the audience. The recency effect is sought by advertisers because the ultimate goal of an OOH campaign is for the audience to remember their brand or brand message. Thus, placing an ad close to them, right in their neighbourhood allows them to retain what they see as the ad is around them. This is only possible through a hyperlocal approach because the ads appear in an exact area.
Reach audience even during the pandemic
Hyperlocal OOH advertising stays relevant even during the pandemic. When movement is restricted for everyone, major roads or highways in highly populated location is not the best choice anymore. Advertisers must adopt hyperlocal advertising with OOH media to target a smaller but powerful area. This is because even though people are not commuting to work and travel to hang out in hot spots anymore, they will still go out to their local street to purchase groceries or daily necessities. There is no other better opportunity to advertise to the locals during times like this.
Will your brand try hyperlocal ooh advertising?
Hyperlocal advertising with OOH media has been popular among local businesses. However, this approach can be seen to be adopted by many big brands out there in recent years. It is an effective advertising approach that allows advertisers to create relevant and creative ad content that will appeal to the locals.
Execute your OOH campaign with Firstboard
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