Today’s company of the day has been thriving pursuing a static billboard strategy in the digital billboard centric UK. It provides a great lesson that there’s still a place for static boards in a digital world.
Company: Airoutdoor
Markets: United Kingdom
Address: Airedle House, 423 Kirkstall Rd, Leeds LS4 2EW, United Kingdom
Phone: 44 113 357 2111
Email: info@airoutdoor.co.uk
Airoutdoor is the fastest growing outdoor advertising company in the United Kingdom, specialising in large format billboards. The company has 110 premium billboards situated throughout the country. Insider talked with Paul Inman, the co-founder and partner director of Airoutdoor.
How did you get into the out of home business?
Myself and my partner directors previously built-up a similar advertising network, however this business specialized in 6-sheet shopping-mall advertising, focusing on brand advertising in the retail and leisure environment. These ads were placed to target shoppers before they entered stores, as the 6-sheet mall posters provided advertisers the opportunity to influence decisions right before they purchase. It happened that one of the shopping centres requested that we install a billboard on the outside of the building which was the start of our journey at Airoutdoor. We installed a couple more 48-sheets and noticed an opportunity in the market. Over the years we have developed a high-quality network of standard 48 and 96 sheet billboards located in various prime locations across the UK.
Tell us about your plant
Whilst some of our competitors focus purely on volume of billboard plants, it’s our core value to focus on quality. Our billboards are always in prime locations with no viewability limitations such as trees or objects in the way of advertisements. We always ensure our clients campaigns have the best ability to perform at the highest level and that’s proven to be an influential factor in our company’s growth, as more often than not, we secure repeat bookings from our customers as they’re impressed by the level of service we offer and the success from their advertising campaigns. We also offer mini circuits or national placements for some of our clients for improved local or national coverage to drive footfall, brand awareness or conversions.
Describe a typical client.
Our clients range from small local businesses to large enterprises. That said, our business model is specifically focused on the SME market, as it’s been our primary aim to make out-of-home advertising accessible to businesses of all sizes and budgets and we’ve made that a reality. Historically, billboard advertising has only been affordable for large companies with big budgets, and that no longer is the case.
Insider hears only about digital billboards in the UK but you are emphasizing your static plant. Why is this an advantage.
Digital billboards are certainly on the rise. However, due to the rise in inflation this has opened a gap for small to medium sized businesses to invest in static large format billboards for a fraction of the cost. The benefits of advertising on traditional paper billboards is that the ads are not shared with other advertisers, so businesses can fully capitalise on higher volumes of impressions and conversions. Whilst digital is certainly becoming more widely used nowadays, it’s important to remember that the traditional routes can still be a powerful form of marketing and dependant on your specific campaign objectives this can sometimes be much more effective.
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