Street lamp post advertising is one of the major types of outdoor or out-of-home advertising which provides unique features ranging from size, availability, proximity to motorist, etc.
The outdoor advertising niche is an indispensable part of marketing for business owners. Although, it evolves from one medium to the other; hence, the need and the impression it pulls remain dynamic and useful for any brand to connect with the target audience locally.
This is achieved because of its ability to be positioned where motorists have direct and a closer impact while driving.
BENEFITS OF STREET LAMP POST ADVERTISING
The following under-listed could be described as the major benefits of Ads done on street lamp poles:
COST EFFECTIVE
An average cost of a lamp post Ad in Lagos is between the range of N50,000 to N70,000 per lamp pole and slightly lower in Abuja. If this amount is compared to the cost of a billboard within the same location, you would agree with me that getting ten (10) poles in a specific location would be cheaper compared to the price of a single billboard in the same location.
MORE FREQUENCY AND REPETITIVE IMPRESSION
Unlike other forms of advertising where all impressions are gathered from a single point; street lamp post advertising provides a unique method where the impressions are distributed in a repetitive method (for instance, getting like 20 lamp posts in a single location creates more frequency and repetitive impressions). Hence, people driving can read through the display Ad severally as they drive through the specific location.
HIGH INFLUENCE ON PURCHASE ESPECIALLY WHEN PLACED CLOSE TO A POINT OF PURCHASE.
Research has shown that street lamp post advertising placed strategically near a point of purchase like a shopping mall, market, office, etc.; tend to influence the decision of the people already in the buy mode.
Hence, these offices leverage on the large foot fall along side with the traffic to display Ads that can influence buying decision as people walk into mall for shopping.
WHAT TO KNOW BEFORE CHOOSING STREET LAMP POST ADVERTISING
As much as street lamp post advertising is more flexible as regards costing and impressions, it is also necessary for brands and clients to consider many factors before investing their budget on it. These factors are not limited to:
PRODUCT RESEARCH
Before choosing the location, brand must have a comprehensive report of the product and the target audience. This will help to study and decide where the Ad will make more impact on order to improve the conversion ratio of the Ad impressions.
LOCATION MAPPING
Another major factor that influences street lamp post advertising is the technical know-how to map out a prime location for the brand or product. It is imperative to note that different location appears prime to different products. Hence, location mapping is necessary to determine where the street lamp poles must be strategically located to create more impact.
COMMON STREET LAMP POLE AD DIMENSION
The common size of a lamp post banner in Nigeria is about 7ft by 3ft.
THE NEW PHASE OF STREET LAMP POST ADVERTISING
As long as outdoor advertising has come to stay, there is a new invention introduced by swiftscreen in Abuja.
This invention makes it possible for street lamp posts made with banner material to be replaced with digital LED screens. The size of the screen makes it a perfect fit for the poles to convey the weight. This was gathered by Yakubu Olakunle, the CEO, Swiftscreen.
Among other features gathered from the LED screens on lamp posts are:
ENVIRONMENTALLY FRIENDLY
As against the materials used in printing conventional banner, the LED screen is environmentally friendly and in synergy the the SDGs.
DYNAMIC ADS
Unlike the static banner, the emergence of LED screen on lamp post allow brand to place dynamic Ad format as their displayed content. With this, you can advertise using video, animation or GIF.
FLEXIBILITY
Within the duration of the campaign, contents can be changed severally through a wireless transfer of data from a mobile phone or upload on a server in real time.
ADVANCED TECHNOLOGY
The advanced technology used for the LED screen for street lamp post advertising makes the digital board water proof, has a temperature sensor to regulate the relative humidity and automatic regulation of the brightness of the screen during day and night to prevent much light in contact with the eye.
COST EFFECTIVE
The cost LED screen on street lamp post advertising cost appears relatively cheaper compared to the conventional banner because the dynamic nature of the screen allows for slots which will de displayed at different timelines. Hence, this allows more non competing brands share similar location while they pay lesser for a slot.
BRAND PERCEPTION ON LED SCREEN FOR STREET LAMP POST ADVERTISING
While other brands stick to the conventional banner for advertising; most practitioners are not able to deploy this screens because of the set up cost.
Brands like Swiftscreen, Twosteps and Adspace have been able to achieve huge success in deploying on Ahmadu bello way, by Next Cash N Cary, Abuja amongst other few practitioners.
However, research has it that the dynamic nature of the LED screen on lamp poles increases impression and rate of conversion.
If you were a brand looking at street lamp post advertising, which one would you rather choose?
STATIC BANNER OR LED SCREEN ON LAMP POLES?
Your comment and suggest will be highly appreciated.
Want to use this LED screen or Banner Ad for street lamp post advertising?
