Your advertisement is visible on one street. But what if your potential customers travel along different routes?

A single billboard can be a suitable choice for visibility in a specific area. However, if your business attracts customers from different districts, has several branches, or wants to reach a wider area with a campaign, advertising in just one location may not meet all your needs.

Advertising in multiple locations allows your campaign to appear in different areas and gives people opportunities to encounter your brand repeatedly along their daily routes. The key is not to book more billboards, but to choose advertising locations that complement one another.

ADS GROUP offers more than 400 advertising structures of various types across Baku and the regions. This selection provides a starting point for planning an outdoor advertising campaign covering different areas. The availability of specific locations for your campaign dates must be confirmed separately. About ADS GROUP

What Difference Can Multiple Advertising Locations Make for Your Business?

1. The Opportunity to Reach Potential Customers in Different Areas

Not all your customers travel along the same street. Some commute along major avenues, while others move through residential neighbourhoods, shopping areas, and roads leading into and out of the city.

Placing advertisements along different routes may help you reach audiences that a single location does not cover. For this to work, the selected locations should genuinely reach different flows of people.

For example, a retail chain with several branches could consider advertising in the areas served by its branches instead of appearing only in the city centre.

However, three advertising locations do not automatically mean three times as many people. The same individuals may pass several locations. It is therefore inaccurate to equate the number of advertising locations with audience size.

2. The Opportunity for Repeated Exposure to Your Brand

People may not be ready to buy when they first see an advertisement. When they later need that product, however, it matters whether a familiar brand comes to mind.

Outdoor advertising planning distinguishes between two concepts: reach refers to the number of unique people exposed to an advertisement, while frequency refers to the average number of times a person sees it within a given period. OAAA Glossary of Terms

Several suitable locations give people opportunities to encounter your brand in different places. In a US poster advertising study conducted by Nielsen, higher reach and exposure frequency were associated with higher advertising recall. These findings do not guarantee the same results for a specific campaign in Baku. Nielsen–OAAA Study

This is why your logo, main colours, and campaign message should be consistent across different advertising surfaces. People should be able to recognise the separate advertisements as belonging to the same brand.

3. Supporting the Areas Around Individual Branches

If you have several branches, the audience near each one may differ. Directing your entire advertising budget towards a single area may limit the promotion of your other branches.

A campaign across multiple locations allows you to adapt the address and offer to each location while maintaining a consistent brand identity.

For example:

• One advertisement could announce the opening of a new branch.

• Another could direct people to the branch in that area.

• An advertisement in another location could promote an offer available at all branches.

If an address, direction, or distance is shown, the information should be checked for the specific advertising location. A message such as “We’re nearby” may not be accurate in every area where the advertisement appears.

4. Combining Different Advertising Formats in One Campaign

Advertising in multiple locations does not simply mean booking several billboards. Different formats can be considered together, depending on the campaign’s needs.

For example, one possible plan could include:

• A billboard presenting the main campaign message.

• An LED screen showing an animated visual for the same campaign.

• A suitably located scroller delivering the same offer to an audience travelling along another route.

The formats offered by ADS GROUP include billboards, LED screens, scrollers, megaboards, and other types of outdoor advertising. The selection should reflect the campaign objective and the advertising locations available. ADS GROUP

There is no need to include every format in a campaign. Applying the same design to every surface without changes may not be appropriate either. Dimensions, viewing distance, and the digital screen’s playback conditions should each be considered.

Are More Advertising Locations Always Better?

No. The number of locations alone does not determine the quality of a campaign.

Placements that excessively duplicate the same audience, have poor visibility, or sit in areas unrelated to your business may distribute your budget inefficiently.

If you run a small business serving just one neighbourhood, starting with one suitable local placement may be more appropriate. For a business with several branches or a wider service area, it makes sense to assess a plan covering multiple locations.

When choosing locations, answer these questions:

• Where do our customers live and travel?

• Is the purpose to reach new people or provide repeated exposure to an existing audience?

• Do the selected locations complement one another?

• Is the advertising surface clearly visible from the direction of approach?

• Does the budget cover both placement and high-quality advertising materials?

The aim is not to mark more points on a map, but to define the role of each location in the campaign.

How Should You Plan the Budget for a Campaign Across Multiple Locations?

The final cost depends on more than the number of advertising locations. The locations selected, formats, surface dimensions, campaign duration, and additional work may all affect the quotation.

When requesting a proposal, it is useful to clarify the following separately:

• The address of each advertising location and the specific advertising face

• The placement start and end dates

• The price for each location

• Design development and adaptation to the required dimensions

• Whether printing and installation are included in the price

• For LED advertising, the advertisement’s duration and playback frequency

• Taxes and any other possible additional costs

Booking several locations does not automatically mean a discount. Pricing and the scope of services must be confirmed in the specific proposal.

When sending an enquiry to ADS GROUP, include your objective and the areas you want to cover, rather than simply saying, “I want several billboards.” This information makes the discussion of suitable options more specific.

How Can You Evaluate Advertising Results?

Before the campaign begins, decide which outcome matters to you: brand awareness, phone calls, website enquiries, branch visits, or sales.

Depending on your business’s capabilities, you can:

• Ask customers how they heard about you when they contact your business.

• Use a dedicated campaign offer or promotional code.

• Track website enquiries during the campaign period.

• Compare branch visits and sales with the previous period.

However, an increase in sales during the campaign does not prove that all of that growth came from outdoor advertising. Seasonality, discounts, other advertising channels, and product availability may also affect the results.

Discuss Suitable Advertising Locations for Your Campaign with ADS GROUP

If you want to advertise in several locations, the first step is to explain your needs clearly.

Include the following in your enquiry:

• Your business and the product or service to be advertised

• Your target cities and areas

• Your branch addresses

• The campaign objective

• Planned dates

• An approximate budget

• Whether you already have a finished design

Once the specific locations, dates, and scope of services have been agreed, it becomes easier to compare proposals using the same criteria.

Don’t Limit Your Brand to One Location — Choose the Right Locations

Advertising in multiple locations can help you appear along different routes, increase opportunities for repeated exposure to your brand, and support the promotion of different branches.

The outcome depends on more than the number of locations: the right location, a clear message, an appropriate duration, and the budget should be assessed together.

Which areas would you like to promote your business in?

Send your preferred locations, campaign dates, and budget to ADS GROUP. Ask about the available options and request a quotation for advertising across several locations for your business.

Contact ADS GROUP
Phone: +994 50 503 67 66