Northwell Health with a special message to the heroes in line of sight with their campus directly behind this ad and across the street in Long Island. Client: Northwell Health / Agency: Horizon Media
Northwell Health with a special message to the heroes in line of sight with their campus directly behind this ad and across the street in Long Island. Client: Northwell Health / Agency: Horizon Media

Traffic is down across all major US markets, and consumers are spending the majority of their time (safely) in their homes. This means that OOH advertising is rising to meet the new norm through hyper-local targeting. While data shows that commuter traffic along major highways has decreased, traffic in local neighborhoods and some essential businesses have seen dramatic increases.

According to OAAA, brands that continued to market during the 2008 recession faired much better post recession than brands who went silent. With that in mind, brands are seeking ways to reach audiences in a manner that is sensitive to the current climate. Hyper-local advertising is the answer!

BRANDS ARE RELYING ON REACH FOR HYPER-LOCAL ADVERTISING

Essential businesses are using OOH at the local level to spread brand awareness. Although the number of ads being displayed are decreasing, there is power in reach. Being in the right place at the right time is where advertisers should be focusing their intention.

According to a OAAAOnDevice recently commissioned a consumer sentiment survey that reported 83% of respondents are leaving their homes weekly.

BRANDS USE STREET FURNITURE ADVERTISING AS A RESOURCE FOR CONSUMERS

Sprint uses street furniture advertising to inform consumers on open store locations. Vendor: Insite Street Media
Sprint uses street furniture advertising to inform consumers on open store locations. Vendor: Insite Street Media

Advertisers and media buyers should be intentional about placement and messaging. Messages should be aimed at informing consumers. Messaging such as “We’re open for business” or “We offer no-contact delivery or pick-up,” informs consumers at the time they are ready to purchase.

In Los Angeles, Sprint is using street furniture to as a way to direct consumers to open brick and mortar locations. This is a prime example of how hyper-local advertising such as street furniture allows brands to increase foot-traffic to businesses by directing consumers to essential retailers. 

Our street furniture + bus transit formats include more than 15,000 faces serving Los Angeles, New York DMA, Detroit, Washington DC DMA and Atlanta, Tampa Bay DMA and Ft. Lauderdale/Miami DMA

SMART DIGITAL TAXI TOPS IN NYC WERE MADE FOR HYPER-LOCAL TARGETING

Smart Digital Taxi Tops in NYC use hyper-local targeting to reach consumers.
Smart Digital Taxi Tops in NYC use hyper-local targeting to reach consumers.

Smart Digital Taxi Tops in NYC were made for versatile targeting. Whether the objective is full market take over or hyper-local targeting, this street-level format delivers results.  

If hyper-local is the focus, then data is the driving force. These smart digital taxi tops are equipped with digital dashboards that provide real-time analytics to reinforce campaign objectives.

If you are interested in exploring any of Brooklyn Outdoor’s transit advertising options, please reach out to info@brooklynoutdoor.com for more info!

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