Digital may be the new big dog in the advertising world, but Out Of Home advertising is a force to be reckoned with. In fact, it is the only traditional advertising medium to have experienced growth in the past year. According to Nielsen, over 80% of consumers have seen a news story in their home in the past month. Over 90% of them have seen news from their home country within the past month.
This channel can be used by any company wishing to enter a new market or strengthen its position in the market. However, it is important to note that it is not enough to run a few billboards and hope for the best.
The most successful companies do not focus on perfecting the elements of their campaign that have the greatest potential impact on audiences. These 6 best practices can help you get started with the most effective and out-of-home advertising strategy for your business.
1.) Get the Placement Right
Out-of-home news occupies a certain media space, so you can reach your audience in that space. This means that you need to make sure that the space you occupy is in a geographical area that suits your target audience.
Consider the Nature of the Market
Understanding the composition of the market you want to reach is the first step. Motorway posters might be good, but road signs need to be clear enough for pedestrians to see them.
The stock market also plays a role in determining how best to maximize the use of OOH placements. Media offerings in certain areas may be cheaper and more readily available, but they will still reach the same audience, and that could prove difficult to plan on budget.
Leverage Your Audience Understanding
You can optimize your media placements to identify the best places in your area. Like the daily commute to work and back, you should determine which space you buy when and what type of space you buy.
Adapt the parameters and behavioral trends of your target group to the nature of the market itself. Walk through the city center and note the behavior of your general target group. Adjust parameters such as age, gender, race, ethnicity, age group, income level, location, etc.
2.) Optimize Your OOH Timing
When exactly do you want to reach your audience. When does visible campaign have to be visible to the target group before reaching them in the consultation phase?
The consultation phase works best, but it will be most effective to address the media directly to the audience.
To reach the public at this stage of the buying frenzy, you need a more specific and instructive message. This may include information about how you access your brand on the Internet or how you make purchases. Of course, timing is not just important for your audience, but it works best when you reach them, when you are ready to buy at a certain point in your sale.
Depending on the company, the seasonality of the news can also play a big role. However, it is usually not as important as other factors.
Accountancy firms make a living during the tax season. If they want to attract the attention of those seeking higher returns, they need to get the message out and build brand awareness well before April 15. When you see consumers are most likely to make the transition from the consulting to the buying phase, your team can plan your advertising campaign effectively.
3.) Focus on the Perfect Format
The Benefits of Static Format
Static out-of-home placements give you a 100% share of the vote in the rooms. digital OOH possibilities move more and more to the fore and static units are originally converted into digital.
The static OOH has seen its role and value become more defined and obvious. It’s always turned on, so you can’t miss it.
The Opportunities of Digital Formats
The key advantage is that the production and installation costs of physical materials are eliminated. It requires virtually no production time and implementation is fast. Its main advantage is its low cost – only $9,000 is earmarked for digital bulletins.
When considering digital OOH, you should pay particular attention to the areas where your audience spends time. Use the digital format by using more comprehensive visuals in your videos and making creative changes during your campaign.
For example, create stories and narratives in your digital OOH. The more time your audience spends in the room, the more opportunities you have for video content.
4.) Build the Right Message
Nielsen found that people who noticed certain types of OOH ads in the last month were, on average, engaged in the news. This includes searching for your brand and sharing images on social media.
In other words, OOH can be a great way to break through the noise and get your audience to be attentive. You also need to be relevant by solving a problem for your target audience, but your message needs to be based on your brand and position your business as the best solution to a particular problem, not just as a product or service.
In other words, storytelling can be difficult with a single placement, but that doesn’t mean you can’t get creative. A single, clear, concise message tends to work best, and storytelling works best in the context of your brand and audience.
Innovative brands use OOH to tell a comprehensive story about a planned change, such as a new product launch, a new marketing strategy, or a major marketing event. This creates significant brand awareness and positions your brand so that consumers can identify with and adapt to the brand, not the other way around.
5.) Pay Attention to the Creative
The prevailing principle is simplicity, but creativity must be uitlised to reach the audience of your brand. Out Of Home is a medium that cannot be easily sold or redistributed like other channels, which means it is a unique opportunity for creativity.
After all, creativity drives engagement, and engagement drives sales. Which in turn increases sales and profits for your brand and business.
Space and context will play a central role in your creative development, so focus on vivid images to create brand appeal. Keep the text on your billboards to a minimum, as drivers have a short window of time to understand your message.
Transit accommodation and street posters allow for more detailed images. The reason for this is that they can be seen up close and often offer stay up longer than billboards.
6) Integrate OOH with Other Media
Ideally, OOH should not be an isolated channel in your marketing mix, but rather a part of your overall marketing strategy.
This is part of a broader strategy that will succeed in the context of your larger brand goals. To make this work more difficult, you should combine your out-of-home campaign with a digital or mobile campaign.
This connection makes intuitive sense: in fact, 66% of OOH viewers use their smartphone in response to an ad that does not appear at home.
Optimize Your OOH for Sustainable Success
The power of OOH is undeniable, but it takes careful planning to appropriately leverage its capabilities so that it works for your brand. That means more than just booking a space because it’s a good deal and retrofitting your messaging from other ad mediums. Instead, approach the channel strategically, keeping in mind your target audience, the market, and your brand’s positioning.
We can help elevate your campaign. contact us now to tell us your story and find out how we can help you.