Summer is a great time for out of home media. Vacationers put the winter months behind them and start heading for warm beaches and sunnier locales. The vacationing demographic is more willing to spend than those stuck behind the desk from 9 to 5, making them an excellent target for advertising messaging. And with more people spending more time outdoors, out of home advertising can reach more members of your target audience.
For advertisers looking to reach this suntanned demographic, what better way than at the beach!? Whether your target audience includes spring breakers, vacationing families, snowbirds, or high-income resort travelers, there are many effective ways to reach each of them. Advertising opportunities are in abundance at the beach, including aerial, water vessel, sand imprint, telephone kiosks, lifeguard towers, wrapped vehicles, inflatables, tents, trash receptacles, umbrellas, and street teams - just to name a few.
Benefits of the Out of Home Medium -
Beach advertising can have a great impact because of frequency. Vacationers are usually at the beach for a few days at a time. The message reaches them every day - and possibly all day - depending on the advertising vehicle. Plus, beach-goers tend to be a captive audience with an open, relaxed mindset.
Beach media is unique, giving the advertiser the opportunity to stand out and make an impact. Plus, advertisers don't have to break through the typical ad clutter on the beach like they do in other venues.
How this Form of Out of Home Media is Used -
Advertisers can target different demographic segments with beach media using location, time period and venue. College students can be reached by targeting spring break destination beaches in March and April. In addition, clients can target spring break parties with tents, inflatables or street teams.
If families are the target consumer, then summer months work best. For a campaign lasting a couple months, more standard media may work better - lifeguard towers, trash receptacles, beach panels and phone kiosks. Aerial advertising and sand impressions can grab attention as well.
Higher income couples may opt for the more elusive beaches, but you can still use water vessel and aerial advertising to grab their attention. Countless opportunities exist when incorporating beach media.
How to Measure Out of Home Beach Media -
Currently, there are no standard guidelines for measuring a beach campaign. However, you may be able to incorporate street teams for surveying, sampling, etc. Beach media can also be measured if it directs the consumer to a particular website. Another option is to get involved in a beach event and monitor attendance numbers.
Markets Where Out of Home Beach Media is Available -
You can find beach media in just about any coastal market. If you aren't aware of any companies covering a particular beach, you could contact one of the many companies on DOmedia who may be able to customize a program for a particular location.
New Beach Media Technology -
Some products such as phone kiosks might have built-in charging systems. Others may have audio capabilities or digital displays. For instance, some water vessels may have digital displays visible as they pass by beach crowds.
Who Provides Beach Media?
Contact an out of home media specialist to learn who provides traditional and digital beach media, and how to purchase it. Alternative advertising agencies and other digital media companies often have large directories of asset providers.
Jeff R. Lamb is the president of DOmedia: an out of home media company. DOmedia specializes in connecting asset owners with buyers for all forms of traditional and digital out of home media. Learn more at http://www.domedia.com
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