Beyond the Sunshine: Why Brands Use Out of Home Advertising in Miami and South Florida
June 20, 2024
What does the idea of Miami look like to you?
For many, the Magic City is defined by beach days that end in tan lines, long walks admiring the pastel-colored Art Deco buildings flanking historic Ocean Drive, never-ending parties with EDM and reggaeton beats pounding through club doors, and Miami’s opulent locals donning designer jewelry and purses as they hop in and out of their luxury cars. For residents though, Miami’s fabric is much more complex; it is home to entrepreneurs contributing to the flourishing business environment, chefs creating a fragrant dining scene, and international artists enhancing Miami’s vibrant artistic circle. Essentially, our communities are what make Miami so special. With such coveted audiences, advertising in Miami with OUTFRONT offers immense benefits for brands.
South Florida’s thriving technology scene, cultural diversity (with a distinctly Latin flair), and our 3,000+ hours of sunshine a year combine to promise a perfect work-life balance, drawing talent to the area while attracting major corporations representing a wide array of industries including Microsoft, Goldman Sachs, Amazon, and Apple. In fact, newcomer tenants accounted for 21% of active commercial real estate deals in Miami-Dade in 2023 (SOURCE: New York Times).
That’s part of why in 2022 Florida had the nation’s highest net migration, growing at the fastest rate since 2005 (SOURCE: Florida Realtors). More people in the area means more cars on the road, and while as drivers we don’t love being the ninth-most congested city in the world (SOURCE: INRIX Global Traffic Scorecard), as marketers, we can appreciate the extra dwell time that sea of brake lights means for Miami out of home audiences.
OUTFRONT has 25 different high-impact wallscape canvases, located in the heart of Miami, that can elevate your advertising messaging to the next level. In additional to walls, our media portfolio includes 88 digital bulletins and over 900 static bulletin billboards throughout South Florida’s most traveled roads, in popular neighborhoods, and near attractions like the Kaseya Center (home to the Miami Heat), LoanDepot Park (the Marlins’ home stadium), and the Panthers’ rink, the Amerant Bank Arena.
Miami is also a transit-heavy city, each modality with its own audience and advertising opportunities. We offer eight neighborhood-specific digital panel networks; these allow for targeted advertising to specific areas and audiences.
In addition to digital options, we have over 2,200 static bus shelters and buses that help advertisers access niche areas in South Florida where large-format advertising is limited. Furthermore, targeting neighborhoods is easy with trolley spectaculars along 16 different routes. With purposeful routes shorter than those of buses, trolleys allow advertisers to target hyperlocal neighborhoods for impactful high-frequency campaigns. The Metromover represents a unique Miami transit advertising opportunity; with both in-station and train wrap advertising space, this automated, downtown-centric rail system has stations in some of Miami’s hottest locations and attractions including Bayside, Adrienne Arsht Center, Brickell City Centre, and other high-profile destinations. For broader reach, Miami-Dade Metrorail has 23 stations across the region.
Wherever you are looking to have a presence, OUTFRONT Miami has the media assets for you. With some of the highest-profile events nationwide taking place here, we can make sure your brand is present at Art Basel, Miami Music Week, the Miami Grand Prix, and Miami Open.
Art Basel Miami attracts celebrities, serious collectors, and art lovers from around the world. Over 79,000 enthusiasts attended the Art Basel event itself at the Convention Center, but thousands more attended related peripheral events. Miami Music Week is another annual event that takes over the whole city. The sold-out Ultra Music Festival and a full slate of satellite parties draw music enthusiasts, and industry professionals alike from across the world each year.
Whether targeting tennis fans at the Miami Open, boaters at the Fort Lauderdale International Boat Show, or Messi fans trying to get a glimpse of him at an Inter Miami CF game, OUTFRONT can help make your brand be top of mind.
In South Florida, our media helps brands reach a wide array of audiences including:
- Business Professionals: Downtown, Brickell, and West Palm Beach are teeming with business professionals working in technology, finance, international business, law, and other industries.
- Sports Fans: With so many high-profile teams in South Florida, sports fanatics from across the region drive to all the different home fields to support area teams including the Miami Heat, Miami Dolphins, Florida Panthers, Inter Miami CF, and the Florida Marlins.
- Fashionistas: Between flagship designer stores in the Design District, the massive Aventura Mall, Bal Harbour, Worth Avenue and many other shopping attractions, fashionists can be found flaunting their newest purchases throughout South Florida.
- Nightlife: Miami is one of the world’s top nightlife destinations year-round, with marathon parties at the legendary Club Space and all the other iconic venues of Downtown Miami, South Beach, and the Wynwood Arts District.
- Beachgoers: We’re more than just the miles and miles of beaches linking the coasts of Miami, Fort Lauderdale, and West Palm – but we’d be remiss if we didn’t mention them, as tourists and tanners alike head to the sandy shores for a sun-filled beach day.
- Neighborhood Locals: In a region as diverse as Miami, culture can be neighborhood-specific. OUTFRONT can help you reach Spanish-speaking audiences with the right messaging and media placement.
Author: Danielle Sternthal, Marketing Specialist @ OUTFRONT
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