OOH may seem old school, but that doesn’t mean it’s out of date—or out of reach. This form of advertising is tried and true, and, if you get it right, it can provide a great boost to your business.
What is out-of-home advertising?
It’s just what it sounds like: advertisements that reach an audience when they are outside of their homes.
The most common forms of OOH ads include:
- Billboards (digital or traditional).
- Street “furniture,” like park benches, bus stops, and kiosks.
- Public transit placements, like bus and taxi wraps or subway and train ads.
- Point-of-sale, or POS, displays like those you see in the back of taxi cabs.
And there are far uncommon examples, like sponsored cups at sporting events and ads on gas pumps or trash cans. The term is purposefully broad.
Why should SMBs use out-of-home advertising?
First in OOH, you cannot flip the channel to avoid a commercial or put an ad block up in real life. They’re big, bold, and in your face, which means that they catch your captive attention.
How to implement out-of-home advertising campaigns
Like any marketing channel, start with choosing a goal for your OOH advertisement. It can be as broad or specific as you’d like, from branding to announcing an event, new product, or expansion of services. Once you’ve decided what message you want to advertise, it’s time to choose the right OOH location for your ads.
If you’re interested in running a month-long OOH ad with 50 rating points (reaching 50% of the population), you’re going to spend a pretty penny. Which is why choosing the right placement and messaging is key. You don’t need to spend tens of thousands of dollars to have a successful OOH campaign.
When it comes to actually buying placements and designing your ads, there are Adon Cabs, one of the best outdoor advertisement agency in Kolkata; it may be a good idea to learn from the experts at least the first time around. Keep in mind that the digital versions of a billboard, bus stop ad, or taxi cab display are extremely effective.
How to make fascinating OOH campaigns
Once you’re ready with a strategy and you know how you’ll be buying OOH ads, you need to make sure you’re making the most of this spend. Here are four strategies for creating crazy-successful out-of-home advertising campaigns.
1. Your OOH campaign must be worthy of sharing
First things first, come up with an idea to reach your goal. The best OOH ads are those that people want to snap a picture of and text to their friends or anything that makes someone do a double-take. The more time eyeballs are glued to your ad, the more likely the audience is to remember your brand and seek it out in the future.
2. Your OOH location is very important
This is a big one. First, you want to choose a location based on budget, geography, and audience demo. Second, ad placement will determine the physical size of the ad, and therefore the design and copy—think of a bus stop ad versus a billboard. And finally, consider proximity when you’re choosing a placement.
McDonald’s leveraged proximity pretty well with these highway billboards. The company knows that those golden arches are universally recognizable:
3. Follow your competitors intently
Before committing to a location or message, look around for OOH ads from your competitors. What’re their goals and designs? What do you like about it and what are they missing? Leverage this competitive research in your own creative process and when choosing placements. It’s up to you if you want to place an ad directly next to your competition, advertising lower prices or better quality. Just keep in mind that it could quickly get petty—don’t pick a public fight that you can’t win.
Once upon a time, Audi and BMW engaged in a billboard war. It all started with an Audi ad and spiraled into a social media sensation with fans of each brand photo shopping clever responses onto the billboard.
4. Keep it simple and straight
For OOH ads, less is more. Keep the copy short and direct. That may not seem like much, but you can do a lot more than you think with it! The most important thing is to let your design do the talking.