Outdoor advertising’s community benefits deserve more attention
When people see an outdoor advert, they’re usually thinking about what’s being advertised. They’re probably less likely to think about where the advertising revenue goes.
New research commissioned by Outsmart suggests there’s an opportunity to change that. A nationally representative survey of more than 2,000 UK adults, conducted by Lexington, found that 67% were unaware that outdoor advertising revenue helps fund assets and services such as bus shelters, public Wi-Fi and public defibrillators.
Once that contribution was explained, 64% said they viewed outdoor advertising more positively.
A contribution that often goes unnoticed
For advertisers, outdoor campaigns offer a way to reach people as they go about their day. But the value of those campaigns can extend beyond the business whose name appears on the advert.
Through partnerships with councils and other organisations, advertising revenue also helps support the places where people live, work and travel. Outsmart’s findings suggest that this side of the industry’s work isn’t widely understood.
The response from those surveyed is encouraging. It shows that explaining how the funding works can make a difference to how people view outdoor advertising.
What that means at Bay Media
At Bay Media, our partnerships with local authorities are central to how we work. Revenue from commercial lamppost banner campaigns is shared with our council partners, helping return money to the communities where that advertising appears.
This is an important part of the wider value of outdoor advertising, but one that members of the public may not immediately see or understand.
Outsmart’s research is a useful prompt for us and the wider industry to explain that contribution more clearly. The campaign is the part people see. The benefits to the surrounding community deserve attention too.