Category: Out-of-Home Advertising

Health and Fitness Clubs Compete for Growth

The fitness industry in the United States is booming. Over 54 million people pay for gym memberships each year, Visits exceed 5 billion. Memberships have grown over 18% since 2008 and are showing no sign of slowing down. That means the need for lots of places to work out, to the tune of over 34 thousand fitness clubs. Combined these facilities bring in over $24 billion in annual revenue.

A Look In The Mirror

Fitness Advertising

According to the CDC, in the U.S. nearly 70% of people over the age of 20 are overweight. Attention and awareness for the importance of exercise and a healthy lifestyle is increasing and driving people to take action. Along with increased visits to traditional gyms, consumers that have shied away from those are finding other options. This includes boutique workout studios like OrangeTheory and CrossFit, outdoor boot camps and video do-it-yourself programs.

No Dominant Fitness Club Player

According to business intelligence provider IBISWorld, it is a fragmented and competitive industry. No company holds a market share greater than 5 percent. Fitness & health clubs outside of the top 5 make up over 80 percent of the market.

Health and Gym Club Share

Gaining Marketing Traction

24 Hour Fitness is one of the largest competitors in the United States. Seeing the growing popularity of smaller specialized studios, they decided to work with an out-of-home advertising agency to promote its boutique-like programs to its members and people going to boutique gyms. According to an MMA case study, the campaign combined geo-fenced mobile ads and OOH units located within a five-mile radius of 24 Hour Fitness clubs.

Results: The mobile strategy in conjunction with the OOH targeting helped deliver hyper-local messages. The mobile campaign metrics gathered by 24 Hour Fitness revealed that combining mobile retargeting with the OOH campaign was a highly effective marketing strategy. Mobile click-through rates delivered in areas with OOH advertising were double the industry standard. The results of the study showed an increase of over 200 percent in visitation rates to 24 Hour Fitness clubs in both L.A. and San Francisco.

Click here to learn more about how OOH can boost the success of online, mobile and search marketing

3 Ways OOH Can Boost Holiday Retail Sales

The holiday season is a time when we know consumers are spending. Almost every year holiday retail sales are predicted to outperform any previous season. Online and mobile won the holidays in 2017. eMarketer reports that US retail ecommerce sales jumped 17.8% during the 2017 holiday season, a big increase that helped push total retail sales up 5.5% in November and December. They originally expected ecommerce to climb 15.8% and total retail growth to slow to 2.0%. (1)

Holiday Shopping.jpg

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Driving Tourism With Truckside Advertising

Memorial Day weekend marks the unofficial start of the summer vacation season. Family vacations, weekend adventures and trips to the cabin all make up part of the 1.7 billion personal trips for leisure purpose logged in the U.S. last year (1). State and local tourism agencies across the country are vying to attract travelers and the discretionary dollars they spend on food, lodging and activities. Each has a story to tell about why they can offer the experience people are searching for. Many need to create awareness for what they can offer prospective visitors and change existing perceptions about their destination. Truckside advertising is a powerful option for tourism marketers.

South Dakota Tourism
South Dakota Department of Tourism

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OOH Gets an ‘A’ With Back-to-School Shoppers

Back-to-school and college shopping means big business for retailers. It ranks second only to the winter holidays with a total combined spend (college and high school) expected to reach $83.6 billion. According to Deloitte50% of school related annual spending happens during B2S. Reaching shoppers at the right time and place is critical to seasonal success.

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Convenience Store Advertising: What Can It Do For Your Business?

Many businesses benefit from convenience store advertising (C-Stores) because we can successfully reach the right audience for you. We can help you get a mass amount of visibility out into a market very quickly and communicate a promotion or brand message to the people you need to influence. The average consumer stops within 1-2 miles of where they live and work. We use this location information to target your ads by age, income, ethnicity, and more.

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College Enrollment Marketing and OOH

Enrollment marketing is a challenging process. Choosing where to go for post-secondary education is a big decision that often spans years. More high school grads are going to college than ever, and competition is increasing between schools to land candidates.

Colleges and universities continue to evolve in their approach to attract prospective students. Understanding how high schools students make their decision is a first step in building an effective marketing plan.

High School Grads

Location Is a Major Driver

A recent Washington Post story dug into how high school students evolve in their college preferences. They found that as freshman, simple name recognition drove the popularity of most schools. Ivy League schools populate the top 20 colleges preferred nationally. Their data shows “the percentage of the top 20 colleges nationally that are in-state shifted from about a third (34 percent) as high school freshmen to almost half (47 percent) as high school seniors.”

Taking region into account, the top 20 lists are also greatly influenced by location. High school seniors in western states prefer California colleges and universities. Only four of the top 20 colleges come from outside California and just two colleges are located outside the west region.

Social Media Influence

Gen Z increasingly uses mobile and social to explore school options and decide where to attend. According to the National Association for College Admission Counseling, social channels are most important to prospective students as they hone their list of potential schools. Early in the process they rely more on school websites and online college search tools. Once that task is done, they want to understand what it’s really like at each of their potential choices and determine best fit. Gil Rogers, director of marketing for the National Research Center for College and University Admissions states “It’s not until later that students turn more to social channels for guidance. Social is more of a decision-driver than a discovery engine.”

OOH In the Enrollment Marketing Mix

Place-based media like OOH can be great for reaching high school students early in the enrollment marketing process to gain name recognition. Later it can influence decisions about what school to attend as high schools seniors gravitate towards schools closer to home.

Once they are down to their final school list and use social media and other online sources to determine which school is the likely best fit, out-of-home advertising can also help drive activity.

According to a new study released by Nielsen, after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format

  • Nearly five in 10 people used Google, Bing, Yahoo, or another Internet search engine to look up information.
  • Nearly 40 percent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad.
  • 23 percent of adults have posted a message on Twitter, and 25 percent posted something to Instagram.

 

To learn more about our capabilities, contact us. We can help:

  • Increase awareness for colleges and universities
  • Drive inquiries and enrollment in specific programs
  • Support recruiters with timely messaging

Using Indoor Advertising for HIV Prevention Education

State programs have been ramping up advertising. Their health campaigns provide crucial messaging to raise awareness and promote preventable care for HIV. Many are including Indoor Advertising in their media mix, an engaging option that efficiently reaches the right audience.

Focused Targeting 

The LGBTQ community has the highest HIV transmission rate among any demographic group and is a priority for these programs. The CDC has found gay and bisexual men account for 70% of new HIV infections. Programs focus on steering the community to talk more opening about HIV. One in six gay and bisexual men living with HIV are unaware they have it. Many of the messages encourage prevention education, testing, treatment and directing to available resources.

Indoor Advertising - Poster

Multiple Touch Points

Indoor ads are a straightforward way to put the message directly in front of an audience. Government groups are working with AllOver Media to concentrate on cities, zip codes, and neighborhoods throughout the country. We assist with selecting well-known gay bars and restaurants utilizing indoor advertising and place multiple messages across the venue. Options include messaging on coasters, table tents at their seat and posters in the restroom. Indoor ads are introduced throughout their experience without being annoying.

Indoor Advertising - Coasters

In 2009, the CDC released the value of preventable care and the impact it has had on the community. Between 1991 – 2006, the medical cost savings from prevention is estimated at $129.9 billion including avoiding 361,878 new HIV infections. Continuous education will only help increase those numbers. To learn more information about preventable care, go to HIV.gov

Indoor Advertising - Poster

 

 

 

Marijuana Campaign Drives Social Media Activity With Truckside Ads

Recreational marijuana became legal in California on January 1, and the cannabis industry is rolling into action. MedMen, the state’s largest retailer and operator of 18 facilities nationwide, is coming out of the gate with a promotional campaign to bring their brand into the mainstream. They have launched what they’ve described as the largest-ever marijuana marketing campaign in history.

MedMen kicked things off with billboards in iconic locations in LA like the Whiskey a Go Go, and soon followed up with bar media and truckside advertising, which are essentially mobile billboards that move their message all over Los Angeles. Messaging does not focus on stereotypical themes like marijuana leaves. They’ve focused on highlighting the ways their products can be used with the tagline “Heal. Relax. Shop. It’s Legal”. The ads are designed to help people identify with the customers that use their products. “They are real MedMen customers”, said Daniel Yi, the firm’s vice president of corporate communications. “This is not about marijuana.”

MedMen Truckside Ad

Driving Social Activity

Once the ads hit the streets, they immediately started attracting attention. People are sharing their excitement on social media with friends and helping spread the message for MedMen. Here are some great examples of how great out-of-home creative can be a source of influencer-driven marketing:

Out-of-home advertising is known for driving online search and social activity. Advertisers who integrate their OOH, mobile, and social marketing activity can reap the rewards of this complementary pairing of platforms and encourage people to help spread the word about things they are passionate about.