For maximum results, a professional approach is required, including adherence to content creation rules, development of creative design, and choice of location. This is an essential condition for impactful advertising, as announcements on transport digital signs, seen daily by pedestrians, drivers, and passengers, can either instantly attract attention or go unnoticed.

It is crucial to use modern solutions, such as DOOH (Digital Out-Of-Home). This enables reaching a wide audience in high-traffic areas, expanding the target audience and increasing brand recognition. There are numerous modern tools and technologies that marketers and individual advertisers have already mastered. Let’s take a closer look at this type of advertising.

Location for outdoor advertising: basic principles of geomarketing

Geomarketing is a set of tools, techniques, and analytical methods that help determine the optimal location for placing advertisements, particularly on digital sign players, considering geographical, demographic factors, and the interests of the target audience.

Transport advertising has its own specifics. It depends not only on the content of the advertisement but also on the choice of locations such as transportation waiting areas, the vehicles themselves, and travel routes. For example, in pDOOH (Programmatic Digital Out-Of-Home) software solutions, an automated approach is important, incorporating data from providers like cellular operators and GPS service providers. An advertising campaign based on geodata allows content to be adapted in real time according to the audience’s location.

How to choose a location for outdoor advertising

1. Studying geography — When selecting a location, consider the audience in a specific area, their age, social status, population density, and foot traffic. For example, advertising a gardening store is not suitable for streets near office centers, while advertising on video walls in shopping centers will be effective for a wide audience.

2. Analyzing the target audience — The interests and behavior of potential customers must be considered. For instance, placing advertisements near veterinary clinics or grooming salons is appropriate for a pet store. Modern technologies, such as video wall software, enable the creation of interactive advertising campaigns. Such solutions make outdoor advertising not only noticeable but also dynamic, tailored to the interests of any audience.

3. Maximum audience coverage — Billboards are most effective in areas with heavy traffic and high concentrations of people. These include intersections of central streets and avenues, areas near shopping and entertainment centers, train stations, and parks. Using DOOH software automates the process of displaying advertisements in these locations, adapting content to current traffic.

4. Competitor research — An experienced marketer always analyzes competitors’ advertising media, paying attention to the most effective techniques. This is an excellent way to save time and effort, allowing a focus on the most impactful video advertising and avoiding common mistakes.

5. Visibility — Advertising materials must be clearly visible from all sides and not obstructed by tall walls, trees, or other structures, both during the day and at night. Digital solutions, such as digital signage players, ensure clear visibility and dynamic content updates.

From this list, it becomes clear that choosing the optimal location for outdoor advertising requires considering many nuances. It is impossible to determine a universal location suitable for any structure. The location is selected individually: a pet store and a beauty salon require completely different spots.

The type of advertising structures determines the location for outdoor advertising

The most popular spots for outdoor advertising are busy intersections, public transport stops, and pedestrian crossings. For a successful advertising campaign, it is essential to consider all details: the potential audience, places where they gather, and their interests. For instance, if the primary audience consists of drivers, advertising structures should be placed near intersections, traffic lights, or large car service centers.

Pylons and pillars are an effective way to attract the attention of pedestrians and passengers. These two- or three-sided structures, measuring 1.4×3 m, are typically located on central streets, near transport stops, in parks, squares, or close to cultural and sports venues. Such structures, enhanced with interactive content through Digital Out-Of-Home (DOOH) solutions, become even more appealing.

An advertising campaign involves using various types of structures, including banners, billboards, stretchers, A-frames, signs, and lightboxes. Even distribution of these structures within a chosen area ensures maximum attention from potential customers.

Advertising banners are made from special mesh or banner fabric, featuring the brand, product information, images, or company contacts.

Lightboxes are most often installed on central avenues. They are equipped with backlighting, making them highly visible even in the dark.

Vehicle advertising — Branding vehicles with special film allows the delivery of advertising information to a broad audience.

Outdoor advertising at points of sale works effectively on signs, A-frames, and lightboxes. For such campaigns, it is crucial to provide precise directions and distances to the point of sale, especially if the store or salon is located in an inconvenient area.

Location for outdoor advertising and target audience

Regardless of the type of advertising structures, the location for outdoor advertising must cover a broad target audience to increase the number of potential customers.

– For pedestrians — This group responds best to LED billboards, lightboxes, city lights, A-frames, pylons, and advertising pillars placed on sidewalks and near public transport stops.

– For passing drivers — Drivers and car passengers pay attention to posters and signs on building facades along sidewalks.

– For public transport passengers — The most productive solution is using advertising screens, lightboxes near stops, or placing information on trams and trolleybuses.

– For car owners — The most effective structures include totems, banners, billboards, or overhead ads placed above the roadway, at major transportation hubs, or city entrances.

When placing advertising structures near roads, it is essential to consider the speed of traffic: the higher the speed, the larger the structures should be.

A universal option covering any target audience is installing DOOH networks, video screens, media facades, or 3D lettering on the facades of high-rise buildings.

Design features and their impact on effectiveness

To ensure that the location for outdoor advertising provides maximum visibility and generates interest among potential customers, the design of the structures must be carefully planned.

– Visuals — Advertising structures should immediately catch attention. This requires the use of bright graphics adapted for high-quality displays supported by LED screen software. Complex images with fine details should be replaced with a single clear and high-quality image that conveys the idea.

– Font — A well-chosen font size should be easy to read. Overly decorative or complex fonts may hinder perception. The best option is a simple and clear font with large letters visible from afar. For ads with text on LED screens, the pixel pitch (distance between LEDs) must be considered.

– Information overload — Avoid placing all product information on one structure. On average, people glance at an ad for only a few seconds, so it is crucial to focus on one main idea and complement it with a short slogan.

– Branding — Using a memorable logo and corporate style enhances the effectiveness of outdoor advertising. In the absence of a logo, brand identity can be represented through a distinctive color palette, font, or other design elements. With well-designed visuals and placement in suitable locations, modern advertising structures become a key element of a successful marketing strategy.

The ideal location for outdoor advertising also depends on the level of competition. Often, placing ads in areas oversaturated with other advertising materials fails to deliver the desired result and doesn’t attract the target audience’s attention. In such cases, it is important to use modern technologies, such as DOOH Display Solutions, which provide interactivity and high-quality content.

Zoning of urban space

The optimal location for transportation outdoor advertising is selected based on city zoning. The territory of large metropolises is typically divided into several distinct transportation hubs and zones.

The heritage zone includes areas adjacent to city landmarks, cultural, architectural, and natural sites. In such locations, advertising is often restricted, except for temporary structures like fencing during renovations.

The special urban zone includes central thoroughfares, squares, areas near train stations, and administrative buildings. Advertising structures in these zones require consideration of aesthetics and architectural harmony. DOOH advertising solutions, which combine stylish design with advanced technology, are ideal for these purposes.

The general urban zone encompasses residential neighborhoods, recreational areas, and other spaces. Here, advertising is selected based on the product’s specifics and the advertiser’s budget.

When placing advertisements in the general urban zone, it is essential to consider the type of structures, the use of centralized video management systems for content updates, and the alignment of the advertising format with the target audience’s expectations.

What advertising can lead to fines?

Violating advertising placement regulations can result in penalties. The most common cases include:

– Using advertising structures without permits or failing to comply with advertising laws.

– Not adhering to architectural requirements in heritage or special-purpose zones.

– Placing materials that obstruct the visibility of traffic signs or compromise traffic safety.

Modern DOOH Display Solutions help avoid many of these issues thanks to their flexibility, interactivity, and ability to adapt content to meet the requirements of city authorities. The use of such technologies not only enhances the effectiveness of advertising campaigns but also minimizes the risk of legal violations.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

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