We often hear visibility and impact in the context of Outdoor Advertising. Both of these sound positive, but there’s a different depth for the two. A type of OOH like an LED can occupy a prime location, tower over busy highways, and be seen by thousands of people – but this doesn’t automatically translate to being impactful.
So how can your brand surpass the level of just being “visible”?
Visibility vs. Impact
It’s simple: visibility equates to being seen while impact equates to being remembered. In visibility, the determining questions usually ask for the number of people who can potentially see the ads, how busy the location is, and if the creative used in the ads is instantly noticeable. In short, visibility encompasses the art of being “noticed” – not necessarily with the thought of sales conversion.
On the other hand, impact goes deeper. It asks the determining questions like the advertisement’s relevance to the target audience, the clarity of its messaging, and most importantly – did it lead the audience to consider and buy the products or services being advertised? Impact creates the “action” to be done after the “brand awareness” is executed.
How do you measure impact?
Impact, in essence, could be subjective. For example, person A could remember an ad they saw once along EDSA, but person B who goes along the same area everyday could possibly not pay any attention at all. But measuring impact isn’t actually asked on the audience’s personal opinion. According to the Out of Home Advertising Association of America, impact begins when people remember it or recall its brand colors and messaging – this can be measured by brand-recall surveys.
Another way of measuring impact are tracking store visits, website traffic, branded searches, and QR code scans. If you incorporated OOH during a campaign, measure it by calculating sales during the campaign duration. Impact is measured quantitatively by the results of an OOH ad, so whether it went viral or not, what matters is that your targeted amount is reached.
Key Takeaways
Remember that it’s not necessary for OOH campaigns to generate conversions immediately. A known and established brand can goal conversion, but a starting one can aim for awareness first. Outdoor Advertising is flexible in this way – either it can amplify a brand that’s already stable or introduce a new brand that will potentially gain its credibility because of their physical presence.
You can aim for visibility without impact yet or continuously make impact with the right OOH platform. Don’t know where to start or how your brand can upgrade? Contact Outcomm Inc. for a FREE ADS consultation tailored to your brand needs!
