Outdoor advertising continues to make an impact, the result of Javier and Laura’s story in spectacular

“Laura, I stayed at the hotel not to drive at night”, was the excuse with which Javier sought to apologize to his girlfriend Laura by placing billboards in the city, where he indicated that “they had already paid for half a wedding” and that he had been “an idiot”, among other phrases. The advertisements were launched at the beginning of October, generating a debate among citizens about whether Laura had to forgive him or not.

The event kept the expectation of what was happening, especially when a few days ago, Laura issued her response, also, through billboards. For some it was a toxic love story and for others a campaign to announce a product, service, movie launch, series, among others, what exactly was happening?

On October 26, the communication agency Montalvothe person in charge behind advertising campaigns for brands such as Gandhi o Bachocorevealed to be the author behind the billboards in order to demonstrate that offline advertising, the traditional one in the streets, has not died and that the brands should take this into account if you want to reach more people.

“A while ago came JCDecaux Mexico with a challenge. Demonstrate the power of the external environment and demonstrate that it can go viral. Today the third and last part of the #LaurayJavier campaign is airing with very good results”, he reported through his Facebook profile.

With this, he demonstrated that advertising in outdoor media is still effective, contrary to what might be believed, this is because brands are investing more in social networks or digital media, where people are presumed to spend most of their time, but it leaves out that “old-fashioned” ads still generate impact and give multiple benefits to brands.

“So that the next one to be exposed is your brand and not an infidel,” says the announcement of the third installment of the campaign.

Increase digital investment

Emplifi data reveals that advertising investment in social networks has grown by 19% year-on-year, which indicates that brands allocate more resources in digital channels to reach their customers, especially with new generations.

This change is not surprising considering that people spend an average of three hours and 20 minutes a day on these platforms, according to Hootsuite. Instagram Facebook and TikTokare the main audience and advertising channels.

For this reason, collaboration with influencers has also intensified, especially micro-infuencers (with up to 100,000 followers) who are preferred by brands at the moment and with whom they can better connect with the audience because they can create communities in a different way, they they appear more human and are more authentic, followers see them as a friend whom they can trust to purchase a product or service.

Currently, in Mexico there are more than 443,000 influencers, reveals Influencity and annually, the sector grows 20%, which for the next three years, is expected to generate 84,000 million dollars, indica Fuel your Brands

All this situation has led to a reduction in outdoor advertising such as billboards, in public transport or other printed channels, when this is still effective and Montalvo in collaboration with JCDecaux Mexico, have shown that it is possible and continues to be profitable, just enough a proper communication strategy.

For many brands, people no longer consume advertising on the radio, television or on the street, but in reality, they continue to have contact with it at all times, from when they go to the store to buy something, when they are on the road to work, walking through the streets of the city, everything has some publicity that although we are not aware of it, they do influence our person and purchase decision.

In 2021, outdoor advertising had a 21% growth compared to 2020, when the pandemic detonated, which produced a reduction in advertisements on billboards, billboards and public transport stops, indicates PwC Mexico. This increase represented 5,556 million pesos.

In the end, the choice of medium will depend on the needs of the brand, the target audience and the intention of the ad.