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Leveraging Out of Home for local authority advertising and council initiatives
Out of Home (OOH) Advertising makes an invaluable tool for local authorities and councils aiming to engage with their communities more effectively. From raising public awareness to promoting local events, OOH advertising can play a critical role in ensuring the success of council initiatives. Here’s how.
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Objectives of local authority and council initiatives
Local authorities and councils undertake a wide range of initiatives aimed at improving welfare, quality of life, and fostering a sense of community. These initiatives typically aim to:
Raise public awareness: Inform the public about important issues such as health and safety regulations, environmental protection, and public services.
Encourage community participation: Local events, volunteer opportunities, and public meetings are essential for strengthening the community. Encouraging participation in these activities can strengthen community bonds and support civic engagement.
Enhance visibility of local services and facilities: Promoting the availability and benefits of local services such as libraries, recreational centres, and public transport links can increase usage - and boost community satisfaction.
Support economic development and local businesses: By promoting local businesses and economic initiatives, councils can stimulate economic growth, improving the prosperity of the community.
Achieving these goals requires effective communication strategies that can reach a broad audience. This is where OOH advertising comes into play, offering a range of benefits that are particularly suited to the needs of local authorities.
Benefits of OOH advertising for local authorities
Enhanced visibility and reach
One of the most significant advantages of OOH for council advertising is its unparalleled visibility. Unlike other forms of advertising that individuals can skip, swipe past or simply ignore, OOH ads are encountered in public spaces where people spend a significant amount of time. Whether placed in busy urban centres or strategic rural locations, OOH ads can reach a huge audience, including those who might not engage with digital media regularly. This extensive reach ensures that important messages are seen by a wide cross-section of the community - perfect for local authority advertising.
Trust
OOH ads can lend a sense of authority to council initiatives - the physical presence of these ads in public spaces reinforces the legitimacy of the message. For campaigns on public health, safety, and local governance, this perceived authority is crucial; people need to not only follow the advice, but trust that the advice they are being given is authoritative and correct. When the community sees a message endorsed by their local council displayed prominently in their familiar surroundings, it enhances the credibility of the information, encouraging trust, compliance, and participation.
Promoting community engagement
OOH advertising can significantly boost community engagement. Ads placed in communal spaces such as bus stops, shopping centres, and high streets encourage residents to take notice and participate in local events, services, and initiatives. This visibility in everyday environments can remind and motivate people to get involved in community activities. By doing this, OOH advertising contributes towards a more connected and active population.
Giving back
The OOH industry actively gives back to the communities that they operate in, committing 46% of revenue back into the areas in which it is present. It also consistently contributes to the maintenance of outdoor infrastructure, and often acts as the springboard for local initiatives.
Types of OOH ads suitable for local authorities
Bus shelter ads
Bus shelter ads are a cost-effective way to reach anyone who makes use of public transport. Their presence in high-traffic areas ensures that the message is seen frequently, reinforcing campaign awareness for as long as the ad is up and running. These ads are particularly effective for promoting local events, public health campaigns, and new local services.
As people wait for public transport, they have ample time to read and absorb the information, making bus shelter ads a practical choice for local authorities and community marketing, and a great choice of format if your ad needs to be a little on the wordy side..
Digital OOH (DOOH) panels
Digital OOH panels display multiple messages and can be updated in real time. This capability makes them ideal for time-sensitive information such as event announcements, emergency alerts, or changing public health guidelines. The bright, engaging displays of DOOH panels can capture attention more effectively than static ads, making them a powerful tool for local authority marketing campaigns.
Billboards in strategic locations
Billboards can capture the attention of a wide audience and in some cases even incorporate the pre-existing architecture of the places they are displayed. Their large size and high visibility make them perfect for impactful, visually engaging campaigns.
Strategies for effective implementation
Tailoring messages to local audiences
To maximise the impact of OOH advertising, messages should be tailored to the specific needs and interests of the local community. This increases relevance, making the ads more effective. Understanding the demographics, concerns, and preferences of the community allows local authorities to craft messages that speak directly to their audience, and have less chance of being ignored. A coastal town might focus on environmental campaigns related to beach cleanliness, as an example.
Strategic placement
The placement and timing of OOH ads are crucial for their success. Ads should be positioned in locations where the target audience is most likely to see them, or scheduled to appear at the times when they will have the greatest impact. For example, placing ads promoting a local market or crafts fair near residential areas or commuter routes can increase attendance. Timing these ads to coincide with the days leading up to the event ensures that the information is fresh in the minds of potential attendees.
Integrating OOH with digital and social media
Integrating OOH advertising with digital and social media can amplify the reach and effectiveness of council campaigns - simply put, your online advertising efforts will support your OOH ads, and vice versa. For example, a public health campaign could use billboards to raise initial awareness, supported by detailed information and interactive content on social media. This approach not only reinforces the most important parts of a message but also allows for deeper engagement - and feedback from the community.
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Future trends in OOH advertising
Integration of technology
The future of OOH advertising lies in the integration of advanced technologies such as augmented reality (AR), geofencing, and programmatic advertising. These technologies can create interactive and personalised experiences - the most engaging kind of interactions. For example, AR-enabled billboards can provide immersive experiences that bring local history to life or demonstrate the impact of environmental conservation efforts, making their surroundings part of the message. Geofencing can target ads to specific locations, ensuring that messages are relevant to the immediate audience.
Innovations in sustainable materials and practices
Sustainability is becoming increasingly important in OOH advertising - it’s certainly something we’re committed to. Innovations in eco-friendly materials and energy-efficient digital displays are helping to reduce the environmental impact of OOH ads, aligning with the broader sustainability goals of many local authorities. Biodegradable materials, solar-powered digital screens, and recycling initiatives for old advertising materials are just a few examples of how the industry is moving towards more sustainable practices.
Keep communities talking
OOH advertising offers a versatile and powerful line of communication between local authorities and their communities. By leveraging the benefits of OOH advertising, from enhanced visibility and trust to community engagement, and integrating it with digital strategies, councils can effectively promote their initiatives to a more connected local audience.
Contact us today to explore how OOH advertising can help you achieve your goals and make a lasting impact on your community.