Marketing Psychology – Be Persuasive With Outdoor Ads

In today’s digital age, it’s easy to overlook the impact of traditional outdoor advertising. Billboards, transit shelters, mupis and other forms of out-of-home formats can be incredibly persuasive when executed correctly. Understanding the psychology behind OOH ads is the key to creating persuasive outdoor ad campaigns that influence consumer behaviour.

The Importance of Simplicity

Advertising is fleeting by nature, so simplicity is key. Studies show that we are highly visual consumers, naturally drawn to things that stand out. Cluttered, or complicated designs will be overlooked and misunderstood. So, to be effective, convey your message quickly and clearly, using minimal, clever text, and bold colours, to make your ad impossible to ignore.

The Power of Repetition

The key is repetition. Consumers go about their daily routines, and are repeatedly exposed to the same messages, reinforcing brand awareness and recall. This repetition creates ‘the familiarity effect’, making consumers more likely to remember and consider your product or service over your competitors.

The Subconscious Impact

Outdoor ads can’t be turned off or ignored with a click. Whether it’s a billboard on Hessa Street or a digital screen in Business Bay Metro station, these ads occupy physical spaces that people frequent daily. Even if viewers aren’t consciously focusing on them, they imprint onto their subconscious.

The Role of Emotion

Successful campaigns tap into the emotional triggers of consumers. Clever wordplay and emotive messaging trigger a response, making your ad more memorable and desirable. Humour, nostalgia, or aspiration, create an emotional response and increase brand recall, driving action.

Adidas are a great example of effective execution of this in Dubai. Their campaign was part of Adidas’ broader initiative to create more space for women in water sports, particularly in the Middle East.

Remember it’s not a one-size-fits-all approach. Tailor your campaign to your marketing objectives. By understanding marketing psychology and applying these principles strategically, you can create memorable campaigns that leave a permanent stamp and your persuasive outdoor ad will urge your consumer to act.