Why choose Digital OOH Advertising in Vietnam?
One of mainstream advertising strategies, out-of-home (OOH) advertising does not only help repainting your brand image, but it also takes a pivotal role in a launching or remarketing campaign for your products or services.
With one impactful message presented to the wide audience, OOH advertising of the digital age leverages the power of ubiquity, creativity and technology to drive brand awareness, engagement and credibility to the next level.
What makes On Digitals a different Outdoor Advertising Agency?
Starting with your current brand image or special features of your products/services, On Digitals commits to help your OOH advertising campaigns create the highest impact with quantifiable results.
Key features of great out of home ads – location, timing and message – will be thoroughly researched and designed to realize your brand potential and influence.
Whether it’s billboard, POSM, transit, street furniture or place-based advertising, rest assured that your brand will don a new media outfit imbued with innovation and valuable insights.
What solutions do our Digital OOH Advertising Package offer?
No brand is or stays the same. With internal and external changes, just one general outdoor advertising strategy, even from a reliable agency, can never bring you the highest results.
We offer full-package OOH and digital OOH advertising services, including consultancy, design, printing and final touch to ensure your out-of-home ads are presented in the best conditions.
Get ready to shine through your unique out of home advertising strategies as a gift to you by your loyal partner, On Digitals.
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What is OOH advertising?
OOH stands for out-of-home, meaning any ad formats presented outdoor or outside of residential environments. Therefore, another name for OOH is outdoor advertising.
When digitalization permeates every nook and corner, OOH evolves into digital out of home or DOOH. Another way to differentiate between OOH and DOOH is to consider them as static and dynamic out of home advertising respectively.
One common misunderstanding about out of home advertising is that it’s all about billboards. In fact there are many out of home ad formats with specific features and advantages.
No matter which format you choose, an effective out of home ad must be placed in crowded places, or at least places where your target audiences frequent.
What is included in an all-in-one OOH advertising service package of a trusted agency?
Each agency may offer you a different implementation process for your outdoor advertising campaign. However, there are 4 big key steps to go through: planning, designing, implementing and tracking. The first step is the most important.
STEP 1: PLANNING
To be right at the first place, you need to take your planning very seriously. In this step, there are a number of key factors to identify and agree on, classified into 3 big categories.
Note that it’s not required to work from the past to the future. A common practice is to “start with the end in mind”, which is your ultimate goal for this outdoor advertising campaign.
After every factors are clear, it’s time to consider 5 things directly related to your out of home ads.
- Target audience - Who do you want to view your OOH ads and what actions do you want them to take?
- Format - Which formats are the most suitable?
- Location - Where are the best places to put your OOH ads
- Timing - When should you put your OOH ads and for how long?
- Message - Which story should your OOH ads tell?
STEP 2: DESIGNING
As beauty is in the eye of the beholder, you must know what’s considered “beauty” in the eyes of your target audiences. This information should already be made clear in the first step – planning.
There are many factors that impact a design’s effectiveness, but when it comes to branding, you can’t ignore consistency. Make sure your outdoor ads align with your unique brand identity design to convey the feeling of oneness to your audiences, hence increase your brand’s credibility.
In addition, the viewability of an out of home ad will change depending on environmental conditions, including lighting (especially for shopping malls and convenience store ads) and weather (with street advertisement, this one really matters).
Everything looks nice on paper or computer. Make sure you know how it should look or will look in the real location and optimize the out of home ad design accordingly.
If you choose DOOH ads, don’t ever skip the displaying test on different devices, as a less-than-optimal digital ad may harm your company’s hard-earned reputation.
STEP 3: IMPLEMENTING
All ingredients are ready and calling for the chef. It’s time to put your DOOH ads on the selected channels or print your OOH ads and bring them to the places they’re destined to be.
Since the reality may still be different no matter how thoroughly you plan, be ready to make adjustments as needed. You may apply a period of intensive care right after the ads are placed to ensure everything goes as smoothly as possible.
STEP 4: TRACKING
Remember that you don’t have to wait for your ads to be taken down to start tracking its impact. Especially with digital out of home advertising, you need to follow closely its performance to make adjustments right when needed.
Let’s take a look at some common outdoor advertising metrics.
- Impressions: The average number of times an individual views your ad.
- Digital trails: This type of metrics can mean very differently, depending on how you apply it. Let’s see some examples.
- Post-campaign surveys: Including in-person and online surveys.
To ensure effectiveness and consistency of your out of home advertising campaign, it’s recommended to seek for a full-package OOH or DOOH service from a reputable company. Otherwise, you may not be able to save more as you expected, but miss out the golden opportunity to outshine your competitors because the right time waits for no one.
Why should businesses invest in OOH advertising?
The short answer is because out of home advertising works wonders. The long answer is because OOH provides businesses with enticing benefits so hard to say no too.
- Increase brand awareness: This is usually the first reason why a company turns to OOH or DOOH. Unlike other digital ads, out of home ads can’t be “skipped” or “ignored” with a click. When you pass by an out of home ad, your brain will consciously or unconsciously record this information.
- Enhance engagement and reach: The nature of out of home advertising is non-intrusive, and when combined with technology, it helps increase consumer engagement over time, both on online and offline levels. Also, outdoor advertising is ubiquitous and can reach a wider audience.
- Precisely target specific local audiences: This works best with (digital) place-based advertising media, when you advertise products relevant to specific places or people who frequent there, be it stadiums, airports, shopping malls, or convenience stores.
- Boost digital results: OOH and DOOH ads can simulate more online searches and increase the likelihood to click on mobile ads after viewing an out of home ad.
- Enjoy attractive ROI: Out of home advertising is affordable as it has lower CPM (cost per thousand impressions) compared to other media.
- Align your brand with creativity: Out of home advertising provides your brand a great opportunity to express unlimited creativity and make a positive lasting impression, hence boost your brand’s credibility in the mind of every viewer.
How effective is OOH advertising in the digital age?
One-word answer: Very. When outdoor advertising is imbued with the power of data and technology, it boosts engagement, reach and the ease to purchase. Even better, it’s a win-win solution for both advertisers and consumers.
With DOOH, advertisers now have more opportunities to make their appearances because they can share one golden location with other brands. So not only giants can put up massive billboards, Startups and SMEs can also enjoy various new formats (digital, mobile, online) and numerous benefits of effective out of home advertising.
The power of consumers also rises due to more options to purchase and more creative ads to please their eyes. Unlike the ad fatigue born from being forced to watch the same ads too often (usually happens online), out of home ads don’t make people watch them, but silently seep in their subconscious and subtly affect their decisions.
With that in mind, it’s expected for a company in the digital age to be ready to invest more in OOH and DOOH advertising to reap the benefits of great impact and high ROI. Though one might argue that they can’t put a lot of words in an OOH or DOOH ad (with a possible exception of transit or public transport ads due to higher dwell-time in certain hours), a concise message with long-lasting effects is what makes your outdoor advertising campaign win the first prize.
What are key factors to an OOH advertising campaign’s success?
The first thing to do is to follow a good process because it ensures you leave out no important information as you proceed. Refer to the recommended Implementation Process above for more detail.
When you have a process in place already, let’s answer the question with two smaller ones, relating to steps before designing and after implementing out of home ads.
a. Before designing – What should be done right before any OOH ads are put up?
Another practice when calculating real foot traffic of a certain area and measuring OOH effect is removing the “regulars” – people who live near the area and are consequently less impacted by the ad.
b. After implementing – What can tell you if you’ve done a good job?
What are some OOH advertising best practices?
Best practices vary depending on many factors, such as your industry and OOH formats. But now we can still explore some general OOH best practices first:
Remember, there is hardly any one-size-fits-all advice when it comes down to a node of granularity. Seek out expert recommendations from a trusted (digital) outdoor advertising agency before proceeding to make sure you’ve covered all important points.
Which media is best combined with OOH advertising?
Do you know (digital) OOH advertising helps improve the efficiency of other media? It’s no longer the time for solo heroes. Let’s see which combination yields the best results.
In summary, the first recommended combination is OOH and mobile media, then OOH and social media. Other traditional media mix such as with TV, magazine and newspaper should not be prioritized, unless the company is running those ads already and want to use OOH to further the effectiveness.
Which is better? OOH or DOOH advertising?
Many consider DOOH an upgraded version of OOH. It’s not totally true, as each has their own playground. While OOH advertising means all outdoor ads, DOOH generally includes digital billboards and multimedia kiosks.
There are some fundamental differences between OOH and DOOH, leading to different advantages and limits.
Traditional out of home ads used to face the complaint of being hard to measure impact, but it changes since they know how to leverage the power of data. When the world started to embrace digitalization, digital OOH in the U.S was expected to increase by nearly 40%, but it still only accounts for 31% of total U.S. ads spending. The rest belongs to traditional outdoor advertising.
So the good news is you don’t need to face an either-or situation. Each has their own benefits and can work together for higher results. Some used to worry that printed books will disappear on the rise of e-books, but reality begs to differ.
When designing an out of home ad, consider both non-digital and digital options because audiences are more pleased to be presented with a duo than a single.
How long do OOH advertising usually stay up?
It depends on each campaign, rental conditions and the number of out of home ad placements. But there are some guidelines about general time period for different OOH ad formats.
- Static billboards: It takes at least 4 weeks for a billboard to take visible effect. But most companies that invest in this type of outdoor ads don’t pull it down before 6 months. In fact, enormous billboards at crowded places such as crossroads and landmarks may last up to one year.
- Digital billboards: As you have to share places with other brands, you may have 15-30 seconds to make your appearance before the queue starts over. Therefore, digital billboards usually stay at least one month before getting replaced.
- Precisely target specific local audiences: This works best with (digital) place-based advertising media, when you advertise products relevant to specific places or people who frequent there, be it stadiums, airports, shopping malls, or convenience stores.
- Street furniture or public transit/vehicle advertising: At least 3 months.
- Roadshow: Just a few days to showcase new products.
- Banners, posters and other similar types: Up to 2 weeks.
On a side note, the longer an out of home ad needs to stay up, the earlier you have to plan. For example, planning for a static billboard may start 3 months in advance.
Which OOH advertising format yields the best results?
No one outdoor advertising format is the magic bullet. Each has its own charms, waiting to be explored and appreciated.
In conclusion, the best solution is a right mix of different out of home ad formats, with different locations and timing to attract the highest number of consumers possible. To have your mix at the best ratio, consider your goals, target audiences and product/service features first.
What should businesses prepare to launch a successful OOH advertising campaign?
Whether you are new or experienced in launching out of home advertising campaigns, it never hurts to have your list checked with the following bullet points.
- Identify clearly what you want (goals), what you are willing to invest (budget, time, and personnel) and what you expect to receive in return (measurable results).
- Understand thoroughly your past endeavors and learned lessons, and how your competitors are doing with their own out of home ads.
- Agree on the implementation process and back-up plans with all stakeholders.
- It’s a plus if you or a member of your team is tech-savvy, as it helps considerably with the research and tracking process.
- And if you’re new to this or too busy, consider outsourcing the whole process to an outdoor advertising or digital OOH agency with an all-in-one package, and they will take care all bullet points on your behalf and in your best interests.
How to get the best quotation on OOH advertising services?
Many may advise you to do the job yourself. But unless you’re an OOH expert with an experienced team on the subject, DIY may cost you more than you wish.
Therefore, let’s focus on getting more for less, or getting the highest results with the right investment. Here are some recommendations to ensure your out of home advertising ROI.
- Choose a trustworthy OOH agency or DOOH company. It’s much better if they can offer a full package service of (digital) out of home advertising.
- Consider cross-media or cross-platform. Don’t put all eggs in one basket. A diversified portfolio usually earns more.
- Invest the most time and effort in choosing the right locations to place your ads. Placed-based advertising displays will cost a lot to change after implementation, whether it’s in static or digital media format, and especially if it’s a traditional billboard.
- Balance between new customer acquisition and current customer retention. Do you know that it costs 5 times to get a new customer, while increasing 5% retention can boost your profit by 25-95%, depending on the industry?
- Review main cost factors: Circulation (how much traffic that place usually has), audience demographics (if you want to attract a higher income audience, it will cost more), and impressions.
How to choose the best OOH advertising agency for your business?
Just as when choosing any other type of agency, the best (digital) outdoor advertising agency is one that is willing to invest time and effort to really understand your business, able to tailor their solutions to your needs and dedicated to follow through with a full package service.
Other factors to consider are reputation, expertise, customer testimonials, and your impression or feeling when first you meet them. Trust your gut as it’s very hard to reap great results when you don’t feel right from the beginning.
