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Out of Home (OOH) advertising is one of the most powerful ways to connect with potential clients, especially for businesses in the legal services industry. According to recent research from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, OOH ads are delivering exceptional results for law firms. If you’re a legal practice looking to drive awareness and engagement, understanding how OOH advertising can benefit you is essential. Here’s how OOH advertising is transforming the marketing landscape for legal services.
High Recall and Engagement with OOH Legal Ads
The results from the 2023 study are clear: nearly two-thirds of consumers recall seeing an OOH ad for legal services. This level of recall indicates that OOH advertising is an incredibly effective tool for creating brand awareness. Whether it’s through billboards, transit ads, or digital displays, OOH ensures your law practice reaches a large and diverse audience.
What’s even more compelling is the engagement rate. Over 40% of people who saw a legal services OOH ad took action, either by visiting the practice’s website, calling for more information, or discussing the ad with friends and family. This shows that OOH ads not only attract attention but also drive potential clients to take the next step in seeking legal assistance.
Most Common Consumer Actions After Seeing OOH Legal Ads
What actions are consumers taking after engaging with an OOH legal ad? According to the study, the most common types of engagement include:
- Talking to Friends or Family (40%): Word-of-mouth recommendations play a huge role in attracting new clients. When consumers share legal ads with their network, it builds credibility and trust.
- Searching for More Information (37%): Many consumers will follow up with an online search after seeing an OOH ad. That’s why it’s essential to have an optimized website that provides easy access to information about your services.
- Visiting the Law Practice’s Website (37%): Direct visits to a practice’s website show serious interest. Ensuring that your website is user-friendly and informative can help convert this traffic into valuable leads.
- Making an Appointment or Calling (36%): Clear calls-to-action (CTAs) in OOH ads, such as phone numbers or appointment links, are critical in prompting consumers to take immediate action.
Demographics and OOH Engagement
One of the standout findings from the survey is how engagement varies by demographic. Urban areas, particularly those with populations of 1 million or more, see the highest levels of engagement, with 79% of consumers in these areas interacting with legal OOH ads. Additionally, Gen Z and Millennials are more likely to engage with legal ads. This means that if your law practice operates in a larger city or is targeting a younger demographic, OOH advertising could provide a significant return on investment.
Creating the Right Message for Legal OOH Ads
For legal services to succeed with OOH advertising, it’s important to focus on messages that resonate with potential clients. The survey found that the most engaging messages include:
- Types of Law Practiced: Highlighting the areas of expertise your firm specializes in can attract consumers in need of specific legal services.
- Expertise and Reputation: Showcasing your law practice’s qualifications and experience can build trust with potential clients.
- Price and Cost-Saving Opportunities: Many consumers are looking for affordable legal options. Highlighting any competitive pricing or special offers can drive higher engagement.
By addressing these factors, law firms can craft compelling OOH campaigns that connect with the right audience.
Conclusion: The Value of OOH Advertising for Legal Services
Out of Home advertising offers a unique opportunity for legal services to increase their visibility, engage potential clients, and drive conversions. With two-thirds of consumers recalling OOH legal ads and over 40% taking action after seeing an ad, it’s clear that OOH advertising is a highly effective marketing tool. By focusing on key messages and targeting the right demographics, law practices can achieve significant marketing success.
At DBC Outdoor, we specialize in creating tailored OOH advertising solutions that help businesses, including legal services, connect with their ideal audiences. Whether you’re in a bustling urban area or targeting a specific demographic, our billboard placements can ensure your message reaches those who matter most.
Ready to take your legal marketing to the next level? Contact DBC Outdoor today to learn how our OOH advertising solutions can help you achieve your goals.
