We all know the phrase being in the right place at the right time. A lot of emphasis is placed on the content and design of adverts, but it’s actually the location that has the biggest impact on whether engagement with your advert is likely to convert to a sale.
It might be tempting to opt for the cheapest offer of advertising space, but by paying a little extra you can enhance your spot therefore increasing your visibility. So, why exactly is location so important?
There is no getting away from outdoor advertising. Unlike computers and TVs, you can’t switch off a piece of outdoor advertising – making it, essentially, unavoidable. This is especially true if the advert has been placed in a high-traffic area with lots of traffic or footfall. However, even with outdoor advertising, if you opt for a cheaper location that is in a less prominent area, it may not reach the eyes you want – meaning that just because outdoor advertising is ‘unavoidable’, its success still heavily depends on exactly where it is placed.
It’s important to choose locations that relate to customer needs, so advertising a nursery at a bar is not a logical choice.
Also, consumer experience is likely to differ wherever ads are located. For example, when a person is standing at the bus stop with nothing to do other than gaze at their surroundings, their attention is likely to wander, at some point, to your bus shelter advertising. Here at Clear Channel Direct, we have access to planning tools which can help our clients understand where their intended demographic are – where they travel, work and rest.
Simply put, you must think about every single location and who might be walking by. If your advert doesn’t reach the eyes of your target market, any effort put into design and message will ultimately be futile.
No matter how well-crafted your advertising campaign is, choosing the wrong location will massively influence its performance. The key is to catch people in ‘buying mode’ and to pinpoint the exact places when a customer is ‘purchase-ready’. For example, food items and other everyday consumer goods would be the ideal products to advertise in a supermarket. People are already on a ‘path of purchase’ as they enter a supermarket, and your poster or digital billboard will be the last thing they see before they enter a shop, with purchase intent.
Companies offering cheap or bargain digital marketing spaces may initially save you money, but the locations are not likely to be as well-placed. The standout benefit of Clear Channel Direct is that we have a prime network of digital and classic advertising locations across the UK, and are able to offer high-traffic locations in the best spots for interacting with the public. You really do get what you pay for, and the impact of your advertising hinges on not just what it says, but where it says it.
Seeking a prime spot for you out of home ad campaign? Here at Clear Channel Direct, we are the UK’s leading network of outdoor advertising spots for SMEs, local companies and public sector organisations. With thousands of sites and spaces available across the country, all in prominent high-impact spots, you can be sure that your ad will reach the right customers at the right time. To find out more about our network, simply use our online site search tool.