Outdoor advertising and Facebook: a combination of success for your campaigns | Marketing 4 Ecommerce

Reading time: 3 minutesYou might think that outdoor advertising and Facebook would not have much relationship, however, a recent study of the social network has discovered that at combine Facebook campaigns with traditional formats such as outdoor advertising (OOH) for Out Of Home, great results can be achieved.

According to the report published by Facebook, “With the widespread use of smartphones today, The high visibility of outdoor advertising campaigns can go hand in hand with actions on digital channels, like social networks. ”

And is that the research conducted by Facebook in collaboration with Kantar and Accenture with users in United Kingdom, France and Germany discovered that the union of outdoor advertising campaigns and Facebook are A great strategic combination of media.

Mark Zuckerberg's company says 4 out of 10 adults surveyed in the United States (38%) said they had Visited a page or posted on Facebook about a brand after seeing one of its outdoor ads, while 25% of them made a post on Instagram.

Why do you see those ads on Facebook (and not others)

The outdoor advertising and Facebook, a combination that maximizes reach

In this study we examined the results of a campaign carried out by Danone which included outdoor advertising and Facebook, whose goal was reach new consumers for your organic yogurt, using TV ads as an outside channel.

“When comparing different approaches, the combination of outdoor advertising and Facebook gave better results as a whole, whose combined impact was 13% better than expected"

This result is quite significant, and shows that those who can use this combination can obtain great benefits. In addition, the investigation found that outdoor advertising is the key to the discovery of products in certain sectors among European millennials and centennials, specifically those related to food and drinks. As you can see in the graphs, using a combined approach between Facebook and outdoor ads helps Increase the reach and efficiency of campaigns aimed at these audience groups, besides having a greater impact on the increase in sales:

In this way, the combination of outdoor advertising and Facebook helped centennials and millennials make food and beverage purchase decisions, and these channels are more likely to influence these audiences more decisively compared to the press and television.

Discover the ideal combination according to your campaign objectives

Of course the perfect mix between outdoor advertising and Facebook It will depend on each brand and its campaign objectives.

According to the social network, one of the keys is to adopt new creative approaches to make advertising stand out, which includes from trying new formats such as stories, to optimizing video efforts for mobile devices.

“Understanding the unique objectives of your brand and the intended audience is essential when considering what channels to include to create an effective media mix”, said Torsten Müller-Klockmann, Marketing Science analyst at Facebook.

Image: Depositphotos

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