PRIME for a Time, OUTFRONT’s Take on Proximity Marketing 

April 25, 2024

When it comes to success in out of home advertising, you want to be where the audience is.

And while some billboards have consistent audiences year-round, others have event-driven traffic peaks during which special happenings draw massive crowds. A recent example: music fans driving along I-10 en route to Coachella. For those two April weekends, our billboards along the way reach a very large – and very specific audience.

The combination of critical-mass crowds, commonality, and cultural impact creates an opportunity for brands to be a part of the experience, to be a part of the conversation. We call that opportunity PRIME for a Time, and it is an example of our proximity marketing strategy. PRIME for a Time accounts for offerings around premium high demand events in key markets that allow brands to tap into the excitement they naturally generate.

For example, events like Art Basel and San Diego Comic Con are nearly sold out. Other upcoming opportunities for advertisers include Electric Daisy Carnival in Las Vegas, Democratic National Convention in Chicago, and the Kentucky Derby in Louisville.

Supermodels Unlimited DOOH on The Beast during New York Fashion Week
PRIME for a Time also presents opportunities for brands by encouraging them into markets and places where they don't usually have a presence, because they know the audience they desire is there during that unique period of time. A key benefit of this strategy is social amplification, which just happens to be out of home’s forte.

Texas State Fair billboard
Like the #OUTFRONTPRIME-branded billboards for which it is named, a PRIME for a Time campaign represents an opportunity to create real social buzz and digital amplification. But how, exactly?

Contextual relevance is the key. For example, imagine if Taylor Swift was playing a show, and an advertiser near the venue referenced one of her song lyrics on its creative. Contextual relevance is almost like an inside joke between a brand and its audience – and what better to do with inside jokes than share them with others who will appreciate?

Contextually relevant ClickUp ad outside San Diego Comic-Con
Out of home drives more digital activation than any other ad medium, including 7x the social posts (SOURCE: Comscore). And given that the subjects likeliest to create engagement include a message aligned with values (54%), a local business/artist/event (52%), or a favorite artist/celeb/influencer (51%) (SOURCE: The Harris Poll), any major event creates near-infinite ways for brands to create genuinely relevant connections with their customers.

Does a PRIME for a Time strategy make sense for your brand? Here are a few of the upcoming events to think about impacting:

  • Copa América, July 14: This fútbol tournament is one of the most anticipated sporting events of the year, with the finals happening in the 65,000-seat Hard Rock Stadium.
  • San Diego Comic-Con, July 25-28: More than just a comics convention, SDCC has become one of the most important events of the year for entertainment writ large. Our larger-than-life wallscapes and perfectly positioned billboards can impact audiences at the Convention Center and Petco Field. (Note: This one’s almost sold out so act fast if this is somewhere you want to be.)
  • Democratic National Convention, Aug. 19-22: All eyes will be on Chicago as the DNC returns for the first time since 1996. 75,000 delegates and other guests are expected to attend the events at United Center and McCormick Place.
  • New York Fashion Week, Sept. 6-11: Among the couture world’s most influential events, the twice-annual NYFW draws 230,000 people who attend more than 300 shows across the city.
  • State Fair of Texas, Sep 27-Oct 20: Since 1886, Fair Park in Dallas has hosted this celebration of all things Texan, a 24-day marathon that last year drew a staggering 2.3 million people.
  • Ft. Lauderdale International Boat Show, Oct. 30-Nov. 3: The largest boat show in the U.S. showcases 1,300 vessels across seven locations, with attendance regularly topping 100,000.
  • Art Basel, Dec. 6-8: Forget the infamous $120,000 banana – Basel is a serious art event that takes over Miami Beach every December. Last year’s edition saw 79,000 attendees. (Note: Art Basel inventory is nearly gone – reserve your space now.)

PRIME for a Time campaigns are perfect for reaching audiences whose niche interests overlap with or complement a brand’s offerings. Would you like to know more about the impact it could make? Contact us today.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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