Outdoor Advertising in Kenya
Ever seen those huge billboards stuck in traffic or those bright bus ads while waiting at a stop? That’s outdoor advertising in action! It’s like a party for your eyes, popping up when you least expect it.
They are a result of large format printing companies use to increase demand, advertise events and sell. Out of home (OOH) advertising helps your brand stand out in a crowded space and showcase their products, portfolios and promotional offers.
Pros and Cons of Advertising Your Marketing Startup
Launching a marketing startup is fun, but getting the word out is hard. Advertising is a powerful tool but you have to weigh the pros and cons before jumping in.
Outdoor Advertising in the Digital Age
Even in this digital-first world, outdoor advertising still works. The following are some real life examples that proves its impact:
Apple’s “Shot on iPhone” Campaign
This global campaign showed stunning photos shot on iPhone displayed on digital billboards and transit ads. The visuals and message was simple and generated a lot of buzz on social media.
McDonald’s “Follow the Arches” Campaign
This simple campaign showed a series of mobile billboards with only a part of the McDonald’s arches and directed drivers to the nearest store. The visual cues created curiosity and drove foot traffic.
Spotify’s “Wrapped” Campaign
Using user data, Spotify’s year-end “Wrapped” campaign showed personalized billboards and transit ads of users’ listening habits. This super-targeted approach spoke to the target audience and generated social media conversations.
Coca-Cola’s “Share a Coke” Campaign
This interactive out-of-home advertising campaign replaced the Coca-Cola logo on bottles and cans with popular names and asked consumers to share a Coke with friends and family. Outdoor advertising was key in promoting the campaign and driving social media engagement.
These examples show how out-of-home ads can work with digital marketing and create a 360 brand experience in the community.
Physical presence, creative message, and strategic placement make outdoor ads a powerful way to reach and engage audiences in this digital age.
Billboard
Billboards are a form of giant banners that hang over high-traffic highways, subway stations, bus stops, and other public areas. Placing them in strategic locations will give you more results.
In Kenya they are a common sight in the advertising landscape, shouting out brand messages to everyone who walks by. They come in digital signs and static images.
Billboard Design: Making an Impact with Mobile Billboards and Digital Billboards
It all starts with a great design. Outdoor Ads need to be attention-grabbing, memorable, and easy to understand at a glance. Think big colors, simple fonts, and clear messages. A good billboard design can grab attention, create curiosity, and leave a lasting impression.
Printing Costs: The Cost of Being Seen
Printing a billboard is not cheap but it’s an investment in your brand visibility. The cost will depend on the design’s size, material and complexity. But remember a good billboard can generate big returns in terms of brand awareness and customer engagement.
Advertising Costs: Reaching the Masses
Once you print your billboard, install them at a prime location. Billboard advertising cost in Kenya vary depending on the size, location and duration of the campaign. But the reach and impact can be huge, making it a good investment for small businesses, NGOs, and corporations.
Benefits of Outdoor Advertising in Kenya
Outdoor advertising has many advantages that make it a great option for businesses that want to reach a large audience and make a lasting impact.
Unbeatable Reach to the communities
Outdoor ads are placed in high-traffic areas for maximum visibility and exposure to a wide range of local audiences from a distance.
Unlike other advertising mediums, outdoor ads can’t be turned off or skipped so your message will be seen. A good ad can leave a lasting impression, and increase brand recall.
24/7 Visibility
Billboards, transit ads, and other outdoor displays work 24/7, reaching your potential customers day and night. This constant presence reinforces brand awareness and keeps your message top of mind.
Impactful and Memorable
The large format of outdoor advertising demands attention and makes a lasting impression.
Creative and attention-grabbing designs can capture imagination and generate buzz around the brand of advertisers.
They can drive sales and complement other types of advertising to promote selling.
Targeted Placement
Outdoor advertising allows you to target specific geographic areas and demographics so you can tailor your message to reach your target audience. So your message reaches the right people at the right time, with maximum impact.
Affordable
Compared to other advertising channels, outdoor advertising can be an affordable way to reach the masses. The high frequency of exposure and long life of outdoor ads give you great value for your money.
Integrates with Other Marketing
Outdoor advertising works with other marketing channels to create a cohesive campaign. It can drive traffic to your website, social media pages, or physical stores, and increase overall engagement. It can also generate online engagement through QR Codes and social media tags.
Build Credibility
A professional advertising presence can establish credibility for your business, show your expertise, and build trust with the advertisers at events.
Cons of outdoor advertising
Expensive
Advertising can be costly, especially for startups with limited budgets. You have to plan and track your ad spend carefully to get maximum ROI.
Time-Consuming
Creating and managing ad campaigns requires time and effort. You need to allocate resources for design, copywriting, and ongoing optimization.
Competition
The advertising space is crowded and standing out is hard. You need to create creative and engaging campaigns to grab attention.
Measuring Results
Many advertising platforms offer analytics but measuring the impact of your campaigns can be tricky. You have to set clear goals and track key metrics to measure success.
Out-of-Home Advertising
Out-of-home advertising (ooh) goes beyond billboards and signs. It’s about turning everyday spaces and objects into brand ambassadors, reaching people where they live, work and play. Let’s look at a few dynamic OOH options:
Vehicle branding
Think buses, taxis and even private cars wrapped in colorful advertising. These moving ads grab attention and generate buzz wherever they go.
Transit advertising
Ads in bus shelters, train stations and airports capture the attention of commuters and travelers, often at point of decision.
OOH advertising creative inspiration ideas
From interactive installations to guerilla marketing stunts, the possibilities are endless. It’s about pushing boundaries and leaving a lasting impression.
OOH Advertising: Creative Inspiration Ideas to Steal
1 Interactive installations – Engage your audience with touchscreens, games or photo opportunities that create a brand experience.
2 Guerilla marketing – Surprise and delight people with unexpected installations or performances that create conversation and social media buzz.
3 3D illusions – Create mind-bending visuals that challenge perceptions and leave a lasting impression. 3D illusions are powered by technology and science that helps display ads on a huge screen placed on buildings.
Ambient advertising – Insert your message into the environment, using creative placement and design to grab attention of audiences in public spaces.
Experiential marketing – Put your audience in a branded experience that creates an emotional connection and builds brand loyalty.
Conclusion
So there you have it! We’ve looked at the world of out-of-home advertising, from big format prints to clever transit ads and everything in between. It’s clear out-of-home is not dying, it’s alive, efficient and kicking.
Remember, it’s all about creativity, placement and understanding your audience. Whether you’re a small business owner or a marketing manager for a global brand, the options are endless.
Real-life Billboard Ads:
Safaricom’s “Twaweza” campaign
Inspiring images and messages promoting unity and empowerment. They cemented Safaricom as a top brand.
Coca-Cola’s “Taste the Feeling” campaign
Global campaign using billboards to show joyful moments of drinking Coca-Cola. The colorful visuals and emotional appeal connected with consumers and reinforced the brand’s positive image.
Tusker’s “Twende Kazi” campaign
Series of billboards celebrating Kenyan workers and their contribution to society. Relatable images and message spoke to the audience and strengthened Tusker’s brand.
Signage Advertising
Signage advertising or outdoor business signage is all about those signs you see everywhere – from the lightbox at your local cafe to the gantry ad on the highway. They are always present, subtly (or not so subtly) weaving brands into our daily lives.
Street furniture like bus stops, bike racks and charging stations can also be used for outdoor advertising, capturing consumer attention at eye level and a more cost effective alternative in urban areas.
Let’s see the different types of business signages and how they’re used to grab attention:
Lightboxes – Think illuminated signs that shines bright day and night, often used by restaurants, shops and cinemas to lure you in.
Non-illuminated panels – These are your standard, sturdy signs, ideal for conveying information or showcasing a brand logo. They’re often found on building facades and storefronts.
Gantry ads – These massive signs span highways, making a big statement that’s hard to ignore. Perfect for big impact campaigns and wide reach.
3D signs & Neon signs – These attention grabbing signs add depth and personality and are often used by entertainment venues and trendy businesses to create a buzz. Neon signs with their retro charm are back in fashion.
LED outdoor displays – These digital displays offer flexibility and dynamism, with changing messages and eye-catching animations. Found in urban areas and transportation hubs.
Street pole advertising – Banners and posters wrapped around street poles are a cost effective way to target specific areas and reach pedestrians and drivers.
Digital signage (Digital Billboards) – These high-tech out-of-home large-format ads display dynamic content for targeted advertising and real-time updates. Found in busy city centers and major roads.
