Insider is aware that out-of-home is a great vehicle for luxury brands. His best performing billboard has been anchored for years by a jeweler which promotes expensive watch and jewelry brands on the board.
Landor.com has a post titled “How outdoor advertising works for the luxury market.” The post makes some interesting points:
- Outdoor is suited for luxury brands because it permits story-telling and luxury brands rely on storytelling to sell.
- Outdoor offers the scale to allow luxury brands to appear larger than life. Think Calvin Klein spectaculars in Times Square.
- Digital is allowing luxury brands to personalize. Lexus in England used digital billboards with vehicle recognition technology to tailer messages to drivers of non-lexus cars.
- Airport advertising is great for luxury brands as well because it targets wealthy international travelers.
