Why outdoor advertising remains an effective promotion tool: The experience of the startup AlgaApp

Anuar, city — Almaty, co-founder of AlgaApp

How marketing is organized at AlgaApp

Alim. We are people with extensive experience in the marketing field. Therefore, when we decided to launch a startup, we already understood how we would develop it from an advertising perspective.

For promotion, we use almost all channels available to the startup. We prioritize digital campaigns aimed at performance results and app downloads. However, we also use traditional promotion methods, for example, actively working in the area of outdoor advertising. After all, for us, the most important thing is to announce ourselves in the market and show what our app is capable of, and to win people's trust.

We place a strong emphasis on online advertising. This is a continuous process where we regularly update creatives and optimize promotion costs to attract as many users as possible.

Additionally, we strive to find relevant news hooks. We create viral campaigns that are then picked up by other users. Thanks to this effect, we also acquire new users.

About outdoor advertising

Alim. Outdoor advertising is a large and authoritative communication channel. Last year, we had a successful case with outdoor advertising that showed good results. We wanted to convey to people that AlgaApp is not a temporary project. That we have come for the long term and will loudly announce ourselves. Outdoor advertising handled this task maximally effectively. After all, advertising on large city billboards and digital displays is a sign of a certain status and authority in the eyes of users. Such advertising works to increase trust among users.

Anuar. For our goal, we used different formats: advertising on taxis, huge billboards on city streets. There was also indoor placement. We are grateful to partners who supported our project and offered favorable placement conditions for the startup. Our colleagues from Success Market supported us especially.

Alim. It is quite difficult for a startup to announce itself at the same level as large companies. But Success Market provided us with significant support and offered comfortable conditions so that we could confidently enter the market and announce our offer.

Anuar. Another point is that one needs to approach the format of outdoor advertising creatively. We emphasized that we are a startup primarily focused on a healthy lifestyle. And it worked.

About the effectiveness of outdoor advertising

Anuar. Using digital outdoor advertising, we could target our placements and optimize the cost per contact to achieve maximum reach. Speaking about effectiveness, the number of app installations after the advertising campaign increased by 18%. This is a good indicator.

Alim. In general, we see an effect in the complex work of different advertising directions. When a person simply walks down the street and sees a huge display with our message: "Steps have value," it gets stored in their subconscious. Then they go online and see information about us on social networks. After that, they hear about our app from friends. And all this together yields a great result.

At the time of placing outdoor advertising, it was important for us to obtain a quality audience, and we did. Many users are still with us, using our app. Therefore, we consider this case successful and will resort to outdoor advertising again.

It is pleasing that since last year there has been a trend toward 3D advertising and 3D animation on digital billboards.

Anuar. The market is digitalizing, and we are getting more creative digital outdoor advertising. In the outdoor direction, programmatic products have already been launched, which gives startups the opportunity to optimize spending on outdoor placements. We will be able to launch campaigns ourselves and optimize budgets for ourselves. Therefore, outdoor advertising will remain an effective promotion tool for a long time.


About Success Market

Success market — one of the leaders in digital placements in outdoor advertising. With a network of standard and non-standard digital advertising surfaces in all districts of the city.

They were the first in the market to launch programmatic, which allows choosing the time of display, weather, and days of the week for displaying advertising creatives. Success Market creates 3D screens that can be seen by residents and guests of Almaty. The most non-standard screens are located at the Moskva Shopping Center and the Boluan Sholak Sports Palace.