Outdoor advertising: why long-term?

Opting for long-term outdoor advertising campaigns means constant visibility to the public, impact through repetition, and anchoring your brand in people's minds for the long term. This type of communication is an effective part of an overall strategy to boost your brand awareness. 

The long-term benefits of outdoor advertising 

Outdoor advertising is an omnipresent part of our daily lives, whether it's on the way to work, while shopping or during your leisure time. But why do some companies choose to engage in long-term advertising campaigns? What are the benefits and implications? In this article, we'll explore the benefits of an extended presence, the appropriate media, the regulations to consider and how to integrate this strategy into your overall communications plan. 

Constant visibility in public traffic 

Advertising devices such as billboards, bus shelters or digital screens (DOOH) ensure that your message is constantly present to the general public. This regular exposure boosts brand awareness and reaches a wide range of people on a daily basis. 

According to oneday.agency, 98% of consumers are exposed to an outdoor advertising format every week, and 82% remember it (according to copymate). This clearly demonstrates its wide reach and high visibility. 

The effect of repetition to make a lasting impression 

Repetition is a fundamental principle in advertising. By maintaining a prolonged presence, you increase the chances of your message being remembered by passers-by. Studies show that outdoor advertising campaigns generate a significant recall rate, contributing to better brand recognition and increased purchase intent. 

Your brand identity with street furniture 

Street furniture offers strategic locations for your message. By investing in supports such as bus shelters or Morris columns, you can associate your brand with familiar and popular locations. 

This will reinforce your presence in consumers' minds. 

What's more, outdoor advertising contributes to a lively urban landscape by financing and regularly maintaining public infrastructure. 

The types of advertising media suitable for the long term 

For a successful long-term outdoor advertising campaign, the choice of media is important. Certain devices, such as billboards or illuminated advertising, are particularly effective at capturing attention over the long term. They guarantee constant visibility while adapting to your objectives. 

The billboard and its lasting benefits 

Billboard advertising is a classic medium offering high visibility. Placed in high-traffic areas, it reaches a wide audience on a continuous basis. What's more, outdoor advertising is often less expensive than print or digital advertising in today's market. This offers an excellent return on investment. 

Light advertising and modern advertising devices 

Illuminated advertising, such as LED screens, is a real, especially in urban environments. They also allow for flexibility in the content displayed, which can be modified as required. Digital Out of Home (DOOH) stands out in particular with significant growth, reinforced by advertisers' attraction to interactive and immersive formats. 

The importance of the inscription or form affixed to a building 

Inscriptions or images affixed to buildings, whether painted or in form of signs, offer lasting visibility. They become an integral part of the urban landscape, making a lasting. This harmonious integration into the everyday environment of consumers helps to reinforce brand awareness. 

Regulations: you need to know before taking the plunge 

Before launching an outdoor advertising campaign, it's essential to know the rules governing this type of communication. Between legal obligations, such as prior declaration, and restrictions imposed by local advertising regulations, a number of factors must be taken into account to comply with public signage regulations. These rules guarantee a balance between brand visibility, respect for the urban environment. Mastering these aspects will help you avoid penalties and optimize your advertising investments. 

Preliminary declaration and local advertising regulations 

All advertising installations must comply with the local advertising regulations (RLP) in force in the municipality concerned. Prior notification is often required, particularly for large or illuminated displays. Failure to comply with these rules may result in penalties or even the dismantling of installations. 

The role of local authorities and the public inter-municipal cooperation body 

Local authorities and public establishments for inter-municipal cooperation (EPCI) play a key role in regulating outdoor advertising. They draw up and implement RLPs, ensuring that advertising is in harmony with the local environment. This regulation aims to preserve the aesthetics of public spaces, while enabling effective commercial communication. 

Local urban development plan: taking local restrictions into account 

The local urban development plan may contain specific provisions concerning outdoor advertising. It is therefore important to consult it before installing any sign, to ensure that your project complies with these regulations. Certain zones, such as protected areas or areas around historic monuments, may be subject to special restrictions. 

Why make outdoor advertising part of your overall strategy? 

Integrating outdoor advertising into your overall strategy means boosting your brand's visibility while complementing your digital and traditional media initiatives. Thanks to its constant presence and local impact, it reaches a wide audience, adapting to the specific needs of your business. 

Adapting to the business at hand for targeted communication 

By choosing the right location for your advertising media, you can specifically target the areas where your potential customers are concentrated. For example, advertising close to a shopping mall or business district attracts the attention of consumers who are in the process of making a purchase. This proximity to the point of consumption increases the effectiveness of your message. 

Value your proximity with an image indicating your location 

Signs indicating the proximity of your point of sale, such as directional signs, guide potential customers directly to you. This signage enhances the visibility of your establishment and facilitates access for consumers. 

Ground-mounted campaigns: a sustainable strategy 

Ground-mounted campaigns, such as totem poles or advertising columns, offer a durable, high-impact solution for businesses. 

These devices, firmly anchored in the urban landscape, guarantee stable, long-lasting visibility. They are particularly well-suited to strategic, high-traffic areas such as city centers and shopping malls. In addition to being weather-resistant, they little maintenance, making them a profitable investment. This type of support can also harmoniously integrate into the environment, reinforcing your brand's credibility and local presence with passers-by. 

Maximize your visibility with sustainable outdoor advertising

Investing in long-term outdoor advertising campaigns is a powerful strategy for building brand awareness and reaching your audience over the long term. 

Whether billboards, illuminated displays or ground-mounted installations, these formats offer continuous visibility and strong local impact. 

If you'd like to find out more about the formats available and the cost of billboard advertising, explore the options tailored to your needs today, and maximize your presence with thoughtful outdoor communication.