Good Morning America, NBC Chicago, and Boston’s WCVB are using outdoor ads for marketing with local flare.
Despite nearly half of U.S. adults getting their news through social media, TV news is far from dead as Pew Research found that 62% still turn to TV for news at least sometimes. And even small, local news organizations still have a strong following of approximately 25 million daily viewers.
Despite their relative market share, outdoor ads enable these news outlets to make big impressions.
Consumer insights from Morning Consult indicates OOH’s ability to encourage TV viewership; of the 78% of US adults who took an action after seeing an OOH ad, 41% watched a television program being advertised.
This engagement opportunity is crucial amid increasing mobile news consumption via internet and social platforms. And unlike mobile advertising or even TV spots, outdoor ads cannot be scrolled past, skipped, or closed out.
Large-format digital billboards along Chicago’s jam-packed expressways heading in and out of Downtown are ideal for Channel 5 to drive tune-ins among those most desperate for traffic information.
In Boston, WCVB leveraged eye level digital street furniture to reach participants and spectators of the marathon along its winding urban route with relevant ads that emphasize the station’s local focus.
For local outlets like these, the inclusion of localized messaging within their marketing strategies adds valuable layers of relatability and relevancy that can only be achieved with physical outdoor ads.