Pedestrians are returning to the city streets, where brands are already waiting for them with new advertising campaigns.
In connection with the quarantine regime, the use of outdoor advertising has become a much less popular means of attracting buyers. Only the size of the billboard advertising market in the US has decreased by 40% since March, subway advertising posters have also virtually disappeared. But it seems that approaches to the choice of advertising media will soon change.
Targeting shoppers who have spent months in quarantine and are now eager to get out of the house, many brands are rolling out their advertising campaigns on city streets and opting for outdoor advertising as their primary medium. In particular, such a strategy was chosen by the Quan agency, which specializes in outdoor advertising for startups United Sodas and Revel Scooters.
The new type of carbonated drink United Sodas was originally planned to be advertised using posters at subway stations and on carriages. However, after assessing where the largest crowds of people take place in a given period of time, it was decided to focus on advertising placed on ground-based kiosks, the first target of the brand would be the streets of New York. The same strategy is followed by scooter rental company Revel Scooters.
It is assumed that potential buyers, tired of sitting at home, tend to the streets of the city, where the placement of advertising media will be most effective. In addition to kiosks located at the intersection of people flows, advertising will be placed in individual parks and squares, where an increase in the flow of passers-by is also expected. The goal of the advertising campaign was to follow along popular pedestrian areas, in particular in New York, such areas as Broadway and Madison Avenue were chosen. Placement of advertising on outdoor media will also allow flexible consideration of the interests and characteristics of the inhabitants of each individual area.
When planning advertising campaigns, agencies are guided by the current situation in individual regions. Somewhere residents walk more and communicate within their own area, in others they have already received permission for longer distances, business activity is not yet allowed everywhere. Depending on the orders of local authorities, as well as the reaction of buyers, the details of advertising campaigns will change quickly.