With creativity and respect for local values, OOH advertising can not only survive but flourish in Hawaii.
In the picturesque state of Hawaii, where billboards are as rare as snowflakes, two companies, JPG Media and AdWalls, are redefining the art of out-of-home (OOH) advertising. Their innovative approach in a region with some of the strictest advertising laws in the United States offers valuable insights into the evolving landscape of OOH advertising, particularly its effectiveness and potential.
Despite Hawaii's strict ban on traditional billboards, including in major areas like Honolulu and Waikiki, the Island of Oahu allows various other forms of out-of-home advertising. These alternatives, which comply with local regulations, include mobile billboard trucks, advertisements in malls, gas stations, supermarkets, grocery stores, and parking garages. This flexibility in advertising mediums offers businesses creative avenues to reach their audience within the legal framework.
Recall and Conversion: A notable percentage of consumers (about 58%) have reported discovering events or restaurants through OOH advertising, leading to actual visits.
Founded in 2000, JPG Media, originally JPG Hawaii, has grown into the fastest-growing OOH advertising company in Hawaii. Their services encompass graphic design, printing, installation, and product sourcing, catering to major Hawaiian companies. JPG’s strategy revolves around revenue-sharing with property owners and offering diverse advertising opportunities for brands. This approach not only benefits the advertisers but also supports the local community, creating a win-win situation.
AdWalls, starting in Hawaiian garages, now boasts a presence in major cities across the U.S. Their extensive portfolio includes innovative advertising solutions like mall frames, elevator wraps, and mobile billboards. Celebrating two decades in the industry, AdWalls exemplifies the adaptability and reach of modern OOH advertising.
Hawaii’s ban on billboards, enforced since 1927, largely due to the efforts of the Outdoor Circle, has significantly shaped the advertising tactics of companies like JPG Media and AdWalls. This restriction has led to creative alternatives, pushing the boundaries of traditional OOH advertising.
Despite Hawaii’s strict regulations, the success of JPG Media and AdWalls underscores the effectiveness of OOH advertising. Studies show that OOH advertising, particularly on vehicles and in public spaces, can generate high levels of engagement and recall. The mobility of vehicle advertising allows for a wider reach, making it a cost-effective strategy. Furthermore, OOH advertising often complements digital marketing campaigns, creating a comprehensive marketing strategy that leverages both physical and digital spaces.
High ROI: OOH advertising offers a strong return on investment, with businesses seeing an average of nearly $6 in product sales for every $1 spent on OOH ads.
The rise of companies like JPG Media and AdWalls in a billboard-free state like Hawaii illustrates a crucial balance between preserving natural beauty and fostering commercial growth. It’s a testament to the potential of OOH advertising to thrive even under stringent regulations. Their success stories serve as a blueprint for other regions grappling with similar challenges, showing that it’s possible to harmonize commercial interests with environmental and aesthetic concerns.
Global Spend: OOH advertising is a significant part of the global advertising market, with expenditures projected to have reached around $33 billion by 2021.
As we navigate the evolving world of advertising, the case of Hawaii offers valuable lessons. It demonstrates that with creativity and respect for local values, OOH advertising can not only survive but flourish. The achievements of JPG Media and AdWalls in this unique landscape are not just a triumph of marketing ingenuity; they're a beacon for sustainable and effective advertising practices globally.
In conclusion, the journey of these companies in Hawaii offers a broader perspective on the future of OOH advertising. It's a blend of innovation, community engagement, and a deep understanding of local dynamics. As businesses around the world seek to make their mark, they might just find their blueprint in the Hawaiian approach to OOH advertising.