We often hear the debate of which is better for marketing, billboards, or social media. The answer is that it depends on your specific campaign and what you are trying to achieve.
The world of advertising is becoming an increasingly connected and globalized landscape. While this development allows companies to reach a more diverse audience, it also creates more demand for advertisers to concentrate on more than one market.
But how can companies capitalize on the expanding market and draw customers to their offerings? Placing international OOH ads is a powerful way to attract a diversified subset of consumers—whether they’re strolling along The Royal Mile or grabbing a bite near the Sydney Opera House.
This complete guide will walk you through everything you need to know about how to purchase OOH advertising internationally. Let’s dive in!
Why Advertise Internationally?
Whether your business is tripling its earnings annually or taking it slow and steady, implementing international marketing can be an effective way to increase your customer base and improve your earnings.
Why? OOH advertisements are the only traditional medium that shows consistent revenue growth around the globe, outperforming other traditional advertising formats because it:1
- Maintains a consistent audience, as it’s often placed in high-traffic areas
- Uses advanced technology and digital innovation to measure audience data and optimize campaign performance in real-time
Additionally, the global marketplace is primed for international marketing for the following reasons:
- The rise of online commerce – Online shopping has seen a huge growth in recent years. In 2021, international e-commerce was expected to be worth $4.2 trillion and continues to grow.2 If you’re in the position to capitalize on this boom, do.
- Digital ad revenue is growing – Compared to traditional marketing tactics like those found in magazines, newspapers, cinema, television, and radio, OOH advertisements—specifically those with a digital aspect—will continue to see a growth arc in future years when it comes to net advertising revenue. The growing urbanization of global markets is also setting the stage for an increase in other OOH ads, such as transit and street furniture.
- Ongoing brand expansions – If your company is expanding to new markets or you believe your offerings will meet the needs of international consumers, expanding your OOH advertising scope is an effective way to test the market.
As an advertiser, moving to international markets can improve the profitability of your company. However, before purchasing OOH internationally, there are a few things to consider.
Step 1: Understand International Regulations and Data
Some markets, like those in Italy and France, operate under strict regulations and industry fragmentation that may make it difficult to purchase OOH advertising if your business is based in another country.
However, experts at OOH media buying platforms, like True Impact Media, can help you navigate international regulations to find, rent, and manage outdoor advertising in your desired location.
Many international countries are already saturated with OOH advertising, in categories like:
- Billboards
- Transit
- Street furniture
- Malls
- Place-based advertisements
While the United States has seen the most growth in OOH revenue—as of 2018—Japan, China, France, UK, Germany, South Korea, Australia, Russia, and Thailand have also seen similar growth.
Additionally, Thai, Japanese, French, Russian, and South Korean markets have spent more than the global average when it comes to total ad spend, making these markets a promising location for future OOH marketing.
Step 2: Consider Your Language Carefully
There are many differences between buying OOH locally and purchasing it in a different country. One of the most fundamental differences is language. If you’re buying ads in a place with a language barrier, you’ll have to translate your ad for it to be understood by local audiences.
However, translation is ripe for misunderstandings that could hamper your advertising campaign’s effectiveness. These well-known companies have had large translation errors negatively impact international advertising plans:3
- Coca-Cola
- Nike
- KFC
- Ford
To avoid any misunderstanding, work with industry professionals to ensure your advertisement sends the right message. If you’re a primarily English-speaking company and have no plans of revamping your website or company materials to comply to a new language, you can also opt to position your OOH advertising in countries where English is the official language or widely spoken.
These locations may include:
- England
- Ireland
- Australia
- Netherlands
- Denmark
- India
If you would like to break into profitable markets like Japan, China, Russia, or Thailand, it’s recommended that you hire a native speaker to assist you in crafting your marketing materials. They can also work with you to understand consumer metrics within these markets.
Step 3: Evaluate Consumer Behavior
Cultural discrepancies and differences can stop your ads from connecting with international audiences. No two places are the same, and advertising to customers in the Netherlands the same way you would in the US would not work as effectively, even if you speak the same language.
Understanding the unique consumer behavior in each country you place an ad can help you excel in the following aspects:
- Ad placement – Knowing where certain demographics are located and understanding their behavior will help you place international OOH more effectively and curate your message to make the biggest impact possible. You wouldn’t want to put subway ads in a country where walking is the norm or beef ads in a country where cows are considered sacred. To that end, make sure that you’re aware of your international target audience’s habits, values, and customs to ensure your campaign is skillful and successful.
- Overall messaging – Different countries have different values, and your OOH needs to acknowledge them. Some countries are more group-oriented, while others value individuality highly; some are socially mobile, while others are not. Matching your OOH to your target country’s values and distinct perspectives is a recipe for success.
- Products advertised – You wouldn’t want to try and sell potential customers a product they don’t want to buy. As such, buying an OOH ad for the latest smartwatch technology might not have the impact you want if it winds up in an area with an older demographic. As such, conduct thorough research of potential locations and consumer information before you make a final decision to help amplify your message to the right audience.
Boost Your International OOH Presence With True Impact Media
Purchasing OOH internationally involves understanding the global market as a whole, evaluating country-specific consumer behavior, and then crafting your message around that data.
If your brand is ready to amplify its global OOH presence, True Impact Media is ready to take you to the next level. We can guide you through buying and placing OOH on an international level. Our interactive platform can then track your metrics to help you optimize your global campaign in real-time—no matter the time zone.
Expand your reach with the experts at True Impact Media today.
Sources:
- Out of Home Advertising Association of America. OOH Continues Streak of Growth Around the Globe. https://oaaa.org/portals/0/Public%20PDFs/Outlook%20Newsletter/OutdoorOutlook_081219.pdf
- Adobe. Adobe Digital Economy Index. https://business.adobe.com/content/dam/dx/us/en/resources/reports/adobe-digital-economic-index-april-2021/Digital_Economy_Index_April_2021.pdf
- Inc. 20 Epic Fails in Global Branding. https://www.inc.com/geoffrey-james/the-20-worst-brand-translations-of-all-time.html
