09 Apr Guide to out of home advertising
Out-of-Home advertising (OOH) is a form of advertising that reaches the consumers while they are outside their homes.
This advertising is focused on marketing to consumers when they are ‘on the go’ in public places, in transit, waiting (e.g. waiting rooms) and/or in specific commercial locations (e.g. shopping centres).
And there is a very good reason why brands & the public sector use Out-of-Home advertising – they know it works. And it works very well
An Out-of-Home advertising campaign enables advertisers to engage with their audience in ways other advertising mediums cannot.
People are spending less time in their homes and it is impossible these days to go a day without seeing a number of out-of-home advertising campaigns – promoting a range of products, services & information – in streets, transport, pubs, shopping centres, billboards, etc.
Know your target audience
Fantastic arts, impressive posters, or outstanding designs are not the first things to consider when you are just getting started. Instead, you should try to answer the following questions: To whom are we advertising? What kind of customers do we want to reach specifically? How would this campaign and your target audience relate to our daily customer behaviors?
To answer these questions, you need to create at least one buyer persona – also known as, a target audience profile. A buyer persona helps you understand and identify the characteristics of your targeted customers in various ways, including demographic information, the location of residency, lifecycle, and how they make purchasing decisions.
Note: The more your ad appeals to your targeted audience, the higher the chances are that they will convert to customers. For example, if your target audiences are mostly car drivers instead of public transportation users, it is the best to use OOH platforms such as poster billboards and mobile billboards instead of posters at the bus stop or on the subway.
Set a SMART Goal
Once you have a clear image of who your audience is, you must create a goal for your advertising campaign. The goal should be set right with five things in consideration: Specific, Measurable, Attainable, Relevant, andTimely.
The positive environment
Out-of-Home advertising reaches people in a positive environment; whether they are near the shops or on their way to work, home, cinemas, pub, sports and leisure venues, in a positive mindset and open to visual stimulus. And therefore open to influence. And, even if they are plugged into their music, whilst their hearing is impaired, research has shown that vision is even more alert.
Done well, Out-of-Home advertising can stick in the mind for years. The best creative is inspiring, and brilliantly condenses the message in visually branded form, taking advantage of our strongest sense, our sight, to lock in the brand message.
Visit your buyer persona and SMART goals once again, and think whether it is essential to target specific locations or areas exclusively. Most of the time, the answer is, “yes!” Always start with a location you want to focus on and prospective customers you want to reach.
You might consider using stationary advertising or moving advertising. Stationary advertising, like static billboards, are only visible to a specific and defined group of prospective customers. Moving advertising, like mobile billboards, are visible to audiences on-the-go, which is highly applicable to a fast-moving metropolitan city.
Create a campaign design
After six steps we have finally reached the point of designing the marketing campaign. Your graphic design should reflect: what you do, what you are offering, and what is the value that you give your customers. Your design and message should also reflect your target audience. In out-of-home advertising, your design plan should be simple, concise, and eye-catching. Less is more.
Launch your campaign & analyze resulthttps://digitalnetwork.ie/trial/s
Once you have performed all the previous steps correctly, you should be ready to launch your first out-of-home advertising! Congratulations! However, don’t forget to gather all the available data. Analyse the campaign performance, as insights you gathered from this campaign, will help you to launch other campaigns even more effectively.