Until not so long ago, one of the ways to reach consumers and publicize the brand messages that they wanted to convey was to position the campaigns in crowded areas. Outdoor advertising had been working for many decades and it continued to work because it was where consumers were also and as one more element.You just have to think about how the advertising on the subway worked. The announcements both on the platforms and inside the vehicles reached the travelers because, in the end, in those minutes that they were trapped underground they had nothing else to do. They had nothing to look at other than the messages around them.But what happens when those passengers are given another item to fill that void? What happens when they have much more engaging content to devote their attention to?Of course, there were already those who read during their trips on public transport or did other things, but the power of attraction of the smartphone screen is greater than any other element and, above all, it has become ubiquitous. It is not only that while you go on the subway you look at your mobile, you also do it when you walk down the street.The power of attraction of mobile phones has already changed cities in recent years, impacting, for example, on the attractiveness of shop windows and shopping streets as poles of attraction for consumers, but it has also done so with outdoor advertising. As with other traditional advertising formats, outdoor advertising has had to face the growing pull of screens and digital content.Add the coronavirusTo this starting situation we must add the impact that the coronavirus crisis has had. Outdoor advertising is one of the areas in which investment has plummeted most brutally and which was hit by the effect of measures against the coronavirus. The confinement processes, which were launched by several countries, including Spain, to stop the advance of covid-19 eliminated consumers from the streets.

So it wasn’t just that general advertising cuts hit that market, but also that advertisers jumped in Macau Email List because their ads were running out of eyes to see them. Some of those responsible for the large outdoor advertising companies already recognized that the effects of this crisis were going to be worse than those of the 2008 economic crisis. By early April, Clear Channel had already lost 75% of its value on the stock market. .Is all lost in the outdoor advertising market? Or are there still areas that can be recovered and propped up?A new outdoor advertising campaign for Enchanting is not worth continuing to do what you always doAs is the case with other traditional advertising formats that have suffered the impact of the digitization of society, outdoor advertising must assume that the past will no longer return and that the situation that it carried out years ago is irretrievable.

Consumers are not the same and neither is the context. Expecting the reaction to the messages to be the same does not make sense. Of course, outdoor advertising can continue to work, as long as you know well what terrain you are playing on and as long as creative and eye-catching campaigns are carried out.Thus, the future of outdoor advertising is to connect it to new technologies and to make a new segmentation, new content and launch more attractive messages for consumers. To this we must add that it is not worth simply planting a billboard and hoping it works.It must be made attractive and eye-catching, something that surprises, enchants and draws the consumer’s attention. Many times, outdoor advertising becomes an experience.

For example, a growing trend is to use creativity for purposes that go beyond branding. It is a mixture of creativity and common good for surprising billboards , like the McDonald’s that was a ‘hotel’ for bees. Others become experiences, like many of the bus stop campaigns that have gone viral. Given turned bus stops into testers for one of its new fragrances .And, of course, outdoor advertising should not be viewed as a one-off item, but rather as part of an multichannel marketing campaign with an effect that goes beyond the immediate. Sky went viral as a campaign that was designed so that no one would see it: it filled Madrid with outdoor advertising during March that were, in reality, spoilers to enhance staying at home.

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