Outdoor Advertising matters

If you have a brand, service, or idea to sell, there are almost endless advertising options. In fact, the choice can be quite overwhelming. Thanks to the explosion of online and social media, the choices are growing. What is the right advertising choice for your brand? Will it increase sales or drive traffic to your website or shop?

Outdoor advertising is one of the most traditional media and should still be first on your media plan. Here’s why.

More adults in Northern Ireland consume TV and Outdoor media compared to any other media format. These are the formats that form part of their daily routine.

NISRA’s Northern Ireland Travel Survey shows that adults make on average 894 journeys per year. 82% travel to work by car with average travel times of 49 minutes per day. We are out of home, travelling, working, shopping, visiting friends and family etc. almost every day. When we get home, we can put our feet up and watch TV – with TV viewing figures showing we do just that. 38% of working adults in Northern Ireland watch TV from 8pm-11pm. Bear in mind that this includes viewers that can’t see your TV ad – whether by watching BBC channels, digital channels with no Northern Ireland ads or time-shifted programming such as Sky+.

Production for Outdoor is much simpler than creating a TV ad. Billboards for example are the most effective brand builder. They work best when you have a message that is simple and to the point. They have been used to great effect for product launches, rebrands or simply as brand re-enforcement. Click here for an interview with Ruth Bailey, Head of Marketing at GloHealth and why they chose large format billboards for their launch. http://www.jcdecaux.ie/latest-news/how-glohealth-insured-successful-launch-with-jcdecaux-large-format/

There are over 1,000 billboards to choose from in Northern Ireland. At JCDecaux, we can plan an effective campaign for you across the entire province, or you can choose one billboard that is located near to your business to drive traffic. That’s the beauty of Outdoor – broad and targeted coverage is possible.

Outdoor includes roadside, retail and transport environments. So whether you are looking to reach shoppers at the point of sale or business commuters at Central Station, there is a range of formats to suit your objective and budget.

What’s more, Outdoor is now accountable. Launched in Northern Ireland in 2010, Joint National Outdoor Research (JNOR) can tell you how many people will see your campaign, and how often. JNOR is industry approved and is one of the most comprehensive audience measurement research tools available. In brief, the research takes the full traffic count/flow for an Outdoor panel and reduces it to an OTS (Opportunity To See). A series of formulae and equations further calculate how many of those people are likely to see the panel when passing. This gives you a VAC (Visibility Adjusted Contact). The visibility calculations take into account factors such as size, viewing distance, distance from the kerb, illumination, obstruction etc. to tell us how many contacts each panel will get.

Not only does Outdoor deliver massive audience numbers, it can add a bit of magic to your campaign too. JCDecaux Ireland has a dedicated Innovate department, whose mission it is to create bespoke innovation on Outdoor. Whether it’s adding 3D special builds to a billboard, adding LED, neon or UV lighting, no creative idea is too big or too small. Click here to see the JCDecaux Innovate photo gallery: http://www.jcdecaux.ie/all-about/images/jcdecaux-innovate-images/

78% of adults have seen some form of Outdoor advertising in Northern Ireland in the past week. That’s 1.1 million consumers. There has never been a better time to choose Outdoor advertising thanks to the value, the quality and range of formats and opportunities for innovation. Get in touch with us to find out how we can help your brand.

JCDecaux Ireland
(t) 028 9062 4606
(w) www.jcdecaux.ie/ni or on twitter @jcdecauxireland 
(e) neil.williams@jcdecaux.ie
Sources: NISRA, NI TGI 2012

For more information on the campaign visit
http://www.gotobelfast.com/things-to-do/theme/backin-belfast/

To find out more about JCDecaux formats contact salesni@jcdecaux.ie

Why not have a look at previous Expert Insight Articles provided by JCDecaux

JCDecaux is Backin' Belfast

Northern Ireland Outdoor is Open for Business