You’ve got BIG ideas, great products or services and need to communicate them to the world. Using Out-of-Home advertising (OOH) cuts through the clutter of our everyday environments and reaches people, making them stop, notice, and buy.
OOH has constantly evolved to adapt to new markets, formats, and new opportunities. Today’s OOH is a mix of billboards, digital displays, transit, and place-based media that surround and immerse consumers during most of the day that they spend away from home. The power of OOH is in your hands with your next marketing campaign.
Campaign execution is only as good as your plan. Here are a few tips on creating a successful campaign.
1. Strategize & Set Your Campaign Goals
A well-thought-out plan can elevate your campaign, making it a powerful tool for your brand. Approach the OOH sector strategically, and keep in mind your target audience, the market, and your brand’s positioning.
Are you looking to:
- Increase brand awareness or deliver on a call-to-action?
- Share knowledge or market a new product line?
- Reach a new demographic or expand services?
- Add to an existing plan or amplify an online plan?
OOH advertising in conjunction with other channels will extend reach, amplify a campaign, and drive consumers to engage with brands online and in-store, making OOH one of the fastest-growing advertising media opportunities. While one of the oldest and most resilient forms of advertising, OOH is also one of the most effective and affordable marketing tools. Individual impressions cost less than many other forms of marketing, as you can see from this chart.
2. Set Your Budget
Knowing what your budget is will allow you to best determine the what, where and when that will be most effective for your unique campaign.
What types of OOH formats will you want?
Where will they be located?
When will your campaign begin and how long will it run?
With the varying types of OOH formats, you can divvy up your message to be seen in a variety of spaces. With so many choices, we can help you choose the specific medias to fit your needs and budget.
3. Determine Location and Placement
With a little research, you can choose locations based on budget, geography, and target audience. Take advantage of the many unique formats of OOH, each offering its own set of benefits and advantages to put your message in front of the right audience, at the right time, in the right location. With buses that travel through the city to the residential outskirts, a wider audience is watching when your ad is cruising down the road. Bus shelters along the route offer a way to meet people where they are, driving by or waiting for the bus. Static and digital billboards offer big, loud creative space and are located right by busy roadways. Peppering your message throughout all these styles helps increase your impressions and drives results to motivate buyers.
- Who travels through this area and when?
- Where do the buses travel and where are the bus shelters?
- How can my products and services solve consumers’ needs?
4. Use Powerful Creatives
Less is more. This may seem like a simple statement, but some folks put way too much stuff on an ad. This is outdoor advertising. The overriding principle for any out-of-home creative is simplicity. People are on the move and only have a few seconds to take in your message. Be simple but bold, include a clear call-to-action and a compelling image to tie it all together.
Remember your branding! No advertising campaign is worth pursuing if it’s not true to the brand. That doesn’t mean make your logo huge. It doesn’t need to be the first thing people see, but they do need to be able to associate your brand with your ad. In short, create a compelling idea, connected with your brand and you will capture the consumer’s attention.
More information about effective OOH design here: LINK to our blog article
5. Make It Memorable
Get creative. Give them something to talk about (cue “Let’s give them something to talk abouuut” lol). This is your chance to be bold and daring. Do you have ideas that will encourage a response? Will people remember it? Your ad will be seen by thousands, so use this opportunity to attract more customers. When your advertisement drives people to talk about and share it, the more likely they will remember your brand and seek it out in the future.
Looking for inspiration?
Obie Award Winners: Click Here
Communication Arts: Click Here
The One Club: Click Here