In today's increasingly competitive advertising market, something remarkable is happening outdoors. Despite the slow times, the outdoor channel is taking an increasing share of the media pie.

we're taking more and more market share, not only from traditional media, but also from digital platforms. Advertisers are becoming more aware of how they can capitalise on the opportunities in outdoor advertising.
- Bjørn Erik Aasebø, Head of Commercial at Bauer Media Outdoor

A textbook example of this development is Foodora. Through smart and creative campaigns that speak directly to the target group, they have gone from being a small player to dominating the cityscape with their characteristic pink posters. With an outdoor advertising market share approaching 10 per cent, Foodora is proving that being visible on the street can be just as effective as being active on social media.
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Dialogue through outdoor advertising

Lovisa Morling, Marketing Communications Manager at Foodora, hears the claim all the time: "You're everywhere, you must be one of the biggest advertisers!" Despite this, they're not even in the top five largest advertisers, but their ability to attract attention is due to a thoughtful strategy that combines their recognisable pink colour and an ability to speak with - and not just to - their target audience.

"A year and a half ago, we were in a competitive situation where we basically only communicated offers. We had to rethink and think more long-term - and contacted Ring 2. Together, we charted a new course for foodora, emphasising a new "tone of voice" that combined emotional messages with rational offers. We didn't move away from offer communication, but by putting the offer into a context that sees the recipient, we build the brand emotionally, while working with more short-term sales.
- Lovisa Morling, Marketing Communications Manager at Foodora
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Creativity and relevance are key

Another example of Foodora's creative use of outdoor advertising includes their Easter campaign, aimed at those left behind in the city, and the collaboration with the city bikes in Oslo, where they emphasised that "all of Oslo can be your restaurant". They have also been visible in parks and by the water in Oslo during the summer season, creating a strong presence where people are travelling.

- We wanted to show that Foodora is where people are - whether they're cycling through the city or relaxing in a park. This connected us more closely to city life and gave us a clear place in people's everyday lives," says Morling.

Outdoor advertising: the new social media?

Foodora believes that outdoor advertising has evolved into their new social media. "For us, outdoor is no longer a one-sided information platform, but a channel for creating an emotional response in the audience. This has resulted in three sales records in one year for Foodora, which has reprioritised part of its media budget to this channel.

- "By using contextual messages that hit the recipient where they are, we've been able to build a dialogue and relationship - which is at the heart of social media," explains Morling.

A new future for outdoor advertising

Bjørn Erik Aasebø of Bauer Media Outdoor believes Foodora's success demonstrates the potential of outdoor advertising:

"Creative collaborations, such as the one between Bauer Media Outdoor, Ring 2 and Foodora, show how outdoor advertising can be transformed into a medium that builds emotional connection - perhaps more important than ever in today's advertising market.
- Bjørn Erik Aasebø

Lovisa Morling concludes with a clear call to action for other advertisers:

"When people are standing there on a dark November morning waiting for a bus that never arrives, offer them a smile or something that touches them a little. This creates positive associations with the brand, which in turn leads to action. Win-Win! So now it's time for all advertisers to get out and play in the city.
- Lovisa Morling