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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.
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:
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.