Government agencies may struggle to keep up with effective advertising in today’s ever-changing digital world. What worked yesterday may be ineffective today, and staying relevant is critical to engaging with their communities.
While many organizations focus the bulk of their efforts on digital and social media, many of the world’s top government agencies use these simple out-of-home (OOH) advertising tactics to expand their reach while boosting public knowledge and engagement.
“The challenge government campaigns face is that they often need to target their messages to a specific audience. Most traditional media options are broad-based and involve a lot of coverage that is missing the mark and involves a lot of waste,” explain Adam Pierce and Don Winters, co-CEOs of EMG Media Group, a leading Out-of-Home (OOH) advertising company headquartered in New York.
Billboards for Government Agency Advertising
These days, just about everyone travels by car. If you want to get your message across, standard billboards or digital message boards can help create awareness. For the most reach, place the ads and messages in high-traffic areas, such as freeway exits and near popular locations.
Advertising Through Public Transportation
Make the most out of your public transportation and available advertising space by transmitting important information with a sign, video, or poster. Consider train stations, bus stops, and airports for your government agency’s OOH advertising strategy.
Pamphlets and Inserts
Have you received a pamphlet or paper insert in your pharmacy bag recently? That’s out-of-home advertising. This OOH tactic is a great tool for sharing public health and event information.
Door Hanger Advertising
Door hanger advertising is one of the wisest options for OOF if you’re a government agency. Everyone has to open their door eventually, giving your message one of the best chances of being seen.
Gas Stations and Convenience Stores
In spite of rising gas prices, people are still fueling up. Government agencies can utilize the advertising space available at convenience stores and gas stations to share valuable information with the public.
Restaurant Delivery Inserts and Pizza Boxes
Everyone loves restaurant delivery. It’s convenient and you don’t have to leave your house. By using delivery inserts and advertising on pizza boxes, government agencies can get important information out to the public with minimal effort.
Truck Side Advertising
Truck side advertising is common in metropolitan areas, as more people are likely to see them when stuck in traffic. You can even use flash graphics and eye-popping colors to get the most attention.
Dry Cleaning Advertising
You won’t forget to pick up your dry cleaning this time if your dry cleaning bag carries your government agency’s advertising. This is a neat way for any government agency to get their message out to those who need dry cleaning most, including executives, service members, and those in the service industry.
While digital advertising may seem like the only way to advertise in today’s digital world, government agencies are still finding success with OOH advertising. It provides a human touchpoint that helps the message rise above the constant background noise of social media and digital news. OOH can help government agencies reach people of all ages while giving the public a sense of safety, trust, and community.