The mobile app world continues to grow, and there’s even more app companies advertising outdoor to attract new users and also downloads. Billboard advertising poses a lot of benefits for app advertisers. Let’s start by finding out what you are looking to achieve:
So, you’ve launched your new app – but the downloads are not going as well as you hoped? Or maybe it’s going great and you want to keep the growth going and increase your market share. Here’s how billboards work well for mobile applications that mainly use in-app or social media advertising:
Consumers had a higher recall of advertising that was out-of-home
Study shows that consumers had a higher recall of advertising that was out-of-home compared to in-home. Consumers are more likely to remember and download your application after seeing advertisements in the ‘real world’. People reacted to out-of-home adverts by searching for more information in real time and discussing the product or application being advertised with those around them. Some consumers even instantly purchased items as a result of the advertising campaign studied.
In the past, it might have been true that outdoor advertising was less efficient for mobile applications. What worked was in-app advertising However, this is not the case now, where the market is saturated with many overlapping applications. Out-of-home media is more consolidated, where reaching and reinforcing your brand to your target audience is simpler.
E.g. Consumers queuing at a long queue at the market can feel restless and look out for different options. Like TADA Fresh, that promises to deliver fresh food right to your doorstep with the same quality you’ll find at the wet market.
Maximize brand awareness
Looking for market share? Placing your app’s campaign on a billboard allows your brand to be perceived as a new and exciting app. The investment into billboard advertising is also a big sign of growth. Get your app’s creative seen on multiple billboard locations or even on one prominent billboard locally! This will put your brand out there in a big way! You can tailor your message to attract your target audience and showcase the benefits of your app.
Gojek is one brand that uses Out-of-Home advertising to reach their audience and maximize their brand awareness.
Do audiences respond to these billboards on smartphones? According to a study done by Outsmart, ‘the 20 most effective campaigns achieved a 38% uplift in smartphone ‘brand actions’ compared to people who have not been exposed to the campaign.’ This could include searching for the brand name, tagline, going to the brand’s website, as well as researching a particular aspect of the advert’s artwork.
When brands advertise on apps and billboards Out-of-Home at the same time, the impact you advertise on billboards out of home, the impact and likelihood for consumers to make a purchase is higher.
Standing out from the competition
Does your app fall into any of these categories: games, business, education, lifestyle, utilities, food, travel? According to Statista these sectors are some of the most popular Apple App store categories – Aug 2020. There’s a lot of competition across the major app sectors and only a few stands the chance of staying on top. However, if you offer a much better service or your USP has not gotten the attention it deserves, a billboard is the place to shout it from the mountain tops. Your billboard campaign can be seen by millions plus you will cut through the competition advertising online and demand the attention of everyone commuting or travelling around the billboard.
Foodpanda uses traffic and weather triggers to display a variety of menu creatives curated for on-the-road passengers.
Connect directly with your local audience
Do you offer an app that is only available in specific regions or areas? This is very common for many app providers. The great thing about a billboard is that’s strongest selling point it its location. Picking the best location locally with allow your app’s services to be seen by most traffic living or working locally. This allows you to create a very strong brand presence in those areas before you expand into others.
If you need to reach a particular demographic, for example company owner, trades people, families, buying a billboard on their journey to or from work, near stations or near their local shopping centre is an effective way of making sure that your key users see your message.
For instance, to target local Singaporean football lovers, Adidas advertising at Queensway Shopping Centre is the perfect place to connect directly to them.
Another example is Lalamove, whose goals were to connect with B2B markets as well as to consumers right before the festive sales period. Their choice of advertising locations were able to boost their reach to millions as they advertised near SME clusters and near furniture selling shopping mall, IKEA.
Questions about billboard advertising for apps?
Ultimately, mobile applications and web brands should not be afraid to use outdoor advertising. It is an effective way to promote their brand and encourage app downloads and usage. Clearly, as generations become more mobile and spend more time outdoors, mobile brands will need to adapt. This needs to be in line with the way consumers are actually consuming advertising.
Interested in carrying out a campaign for your mobile app? Get in touch as we offer a wide selection of billboards to fit varied business sizes and budgets. With The Perfect Media years of advertising experience, we are able to use our knowledge in out-of-home advertising for our clients’ success. Email us at firstname.lastname@example.org now!