Category: Out-of-Home Advertising

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, like Royal CBD“, 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.

Venue Spotlight: TCF Stadium in Minneapolis, MN

On March 17, a crowd will start a mile away and chant their way to TCF Stadium on the University of Minnesota campus. That Saturday will be the home opener for Major League Soccer team Minnesota United FC kicking off their second year at TCF Stadium. Last year MN United brought in an average of 20,538 supporters per game, totaling 349,138 fans their inaugural season. The stadium will host 17 home games and 1 international friendly (opponent yet to be announced) between March and October.

MN United Supporters, Credit: Jeremy Olson – ISIPhotos.com

MN United FC draws a unique collection of supporters from all different backgrounds around the Twin Cities. On game day you’ll find the diehard supporters in the Dark Cloud section, corporate outings, families who are experiencing the game for the first time, as well as groups of international fans there to see their favorite players.

NCAA Football: Air Force v Minnesota

In addition to the events and concerts TCF Stadium hosts throughout the year, it is primarily the home of the University of Minnesota Golden Gophers Football team. First home game of the season is Aug 30, 2018 and running through the end of November. The Gophers drew 310,506 fans for the 2017 season, averaging an attendance of 44,358 per game. A partnership with AllOver Media allows access to an exclusive advertising space within TCF Stadium, including standard indoor advertising sizes and large format wallscapes.

Contact us today to learn about our limited ad packages currently available for the March – December season!

Minnesota Gophers Stats
2017 MLS Attendance

Ski Resort Advertising In Full Swing

The ski season is underway and AllOver’s Mountain Group has been busy installing ads and updated maps across our largest-ever network of premier ski resorts across the country. We’re working with another group of great brands this year including Garmin, GMC, Whole Foods and Net-A-Porter that want to reach a huge audience of affluent adventure-seekers. We’re also excited to be installing for the first time at our resorts in Courchevel, France!

Courchevel Install
Courchevel

These ads get installed while the lifts are running. They get slowed down just long enough for our team to swap everything out (think NASCAR pit-stop). Check out some action shots!

Garmin

GMC

Net-A-Porter

OOH More Effective Than Banner Ads In Driving Online Activity

We’ve known for a while that out-of-home advertising drives more online activity than other traditional media. But did you know that it also does a better job of driving online search and social activity than banner ads? A new study from Nielsen shows that out-of-home drives more overall activity when indexed against spend. They found 46% of US adults have used Google or another search engine due to viewing a billboard, bus shelter, or other OOH format in the past six months. That compares to 36 percent after seeing a banner ad on their computer. Nearly 40% have visited a Facebook page or posted a message on Facebook after seeing an OOH ad. Just 32 percent who saw an online banner ad had activity on Facebook.

 

Keyboard

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Gen Z Showdown: Black Friday vs Cyber Monday

Gen Z represents nearly $50 billion in spending power and the size of the group’s influence will grow. Already, Gen Z is larger than the Baby Boomers and Millennials in terms of population size. Growing up with constantly connected mobile devices, it was expected that this generation would fully embrace online shopping as standard practice along with dire predictions for brick-and-mortar sales. Just a few years ago, we would have predicted a dropoff in Black Friday in-store sales as younger people spending money started shifting their dollars online.  Instead, we’re seeing more subtle changes in shopping behavior. They do research online before making a purchase, but they actually prefer in-store shopping to a greater extent than Millennials do. They are less likely to use PCs and more likely to use mobile devices where the shopping experience is much more limited. When it comes to Black Friday vs Cyber Monday shopping, this year younger shoppers will still prefer going to physical stores.

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Selena Gomez Uses Hand-Painted Wall Ahead of AMAs to Promote New Single

Leading into the American Music Awards on November 19, Selena Gomez is using our wallscape at Sunset & Stanley in Los Angeles to promote her new single Wolves. She’ll be performing the song live for the first time during the show. Fans can take pics in front of this unique hand-painted mural and share on social media with the tag #SELENAxAMAs to show their support.

Selena shared this message with her followers on Twitter:

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Winter is Coming: First Snow Kicks Off Early Ski Season

For ski enthusiasts all over the US, first snow is an exciting event. Getting out onto the slopes early in the season is pure bliss for snowsport participants.  Last year, Denver’s first snow was November 16th, setting the pace for a long ski season in Colorado. 2017 is bringing even earlier snowfalls, with resorts like Mammoth and Whistler getting snow in September and Colorado seeing snow in early October. “We’re going to have a really early ski season out in the west,” said Dan Leonard, senior meteorologist with the Weather Company.

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