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- 成功的户外广告将产生重大社会效应
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原创 2022-10-31

社交媒体用户可以经常看到户外广告通过照片的形式传递到他们的订阅平台里,这充分说明了户外广告投放的形式越来越多样性了,通过媒介组织进行传递,最大化广告效应。82%的用户通过Tiktok频繁收到户外广告的信息;紧随其后的是Instagram和Facebook用户,分别为81%和80%;再次是Snapchat和Twitter用户,分别为78%和76%。2000年后的年轻人普遍喜欢户外广告,他们热衷于从不同的媒介平台中得到这些信息并对此乐此不疲。
美国哈里斯民意测验调查所表示,在“户外消费者的洞察力和契机 2022”这份研究报告中,核心观点来自于美国户外广告协会及美国国家贸易协会,两大联盟几乎覆盖了全行业的品牌及户外广告,形成梦幻联动。

报告表明,接近48%的社交媒体用户通过他们使用的媒介平台观看了户外广告并进一步访问了相关广告的公司网站。另外,超过33%的用户热衷于通过线上渠道搜索公司情况,了解公司的产品和服务,并饶有兴致地向家人及亲朋好友了解该品牌。
可以见得,户外广告在用户中产生爆炸性的分享效应令人印象深刻,这推动了品牌与用户的黏性,美国户外广告协会首席执行官Anna Bager如是说。“研究强调户外广告与社交媒体之间建立了强链接,这种链接比单纯基于人的市场营销拓展行为更为有效”。
信息传递者可以通过他们的社交媒介渠道大量投放户外信息,意味着这种更为强大并颇具创造性的信息扩散形式俨然成为了新风尚。美国哈里斯民意测验调查所首席执行官John Gerzema说,从 TikTok 到Instagram,户外广告投放若以分享和参与为核心要点吸引用户,将大大促进投放效率,提升用户喜爱度和产品点击率。

本刊点评
在这个信息爆炸的时代,户外广告并不仅仅限于从线下传播,针对用户点对点输出。实际上,欧美等发达国家(例如英国)的案例告诉我们,户外广告传播的渠道和界限将越来越模糊,Tiktok、Facebook、Instagram、Snapchat、Twitter等用户现阶段更热衷于从线上得知户外广告的信息,并与他人进行分享和互动。因此,对于中国的品牌方和广告商而言,如何弱化户外广告的常规属性,即仅限于线下传播,形成线上线下一体化,通过内容输出、活动策划、分享行为等引发全民参与热潮,是未来值得深思的一个课题。
Social media users are regularly seeing out of home advertising creative in photos across their feeds, confirming that social provides significant organic amplification opportunities for OOH campaigns. TikTok users lead in reporting that they frequently notice OOH ads while on the platform (82%). Users of Instagram and Facebook are close behind (81% & 80%, respectively), and more than three-quarters of Snapchat and Twitter users also say they often see OOH ads in their feeds (78% & 76%, respectively). Millennials are the group most likely to post images of out of home ads in their various social media profiles.
These are some of the main takeaways from “OOH Consumer Insights & Opportunities Q4 2022: Social Media” a new research report from the Out of Home Advertising Association of America (OAAA), the national trade association for the entire out of home (OOH) industry, conducted by The Harris Poll.
The research also shows that nearly half of social media users (48%) engage with the out of home ads that they see in their social feeds by visiting the advertised company’s website. In addition, over a third are inspired to search for the company online, read reviews about their products and service, and/or ask friends and family about the brand.
“It is impressive to see how organically-shared OOH ads on social platforms prompt brand engagement from users,” said Anna Bager, President and CEO, OAAA. “This research underscores the deep connection between great out of home creative and social media – a connection that can supercharge a marketer’s OOH investment.”
“Creators are posting more out-of-home messages across their social media channels, meaning the stronger the creativity the greater likelihood for amplification,” said John Gerzema, CEO, The Harris Poll. “From TikTok to Instagram, OOH executions take on additional legs when the ideas create engagement and sharing. The best OOH also generates likes and clicks.”


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