Out of home advertising is visual advertising found outside of the home and includes billboards, indoor and outdoor signs, ads on street furniture like bus shelters and ads found in train stations. Out of home advertising is important as it enables brands to reach out to people who are on the move and even engage with those who may not be their target audience as the advertising is hard to miss. It also allows a brand to create an impact, use location intelligently, drive online engagement, generate consumer action and allow for innovation. Although online advertising is seen as being more effective, people are now using ad blockers to prevent them from being inundated with pop-up ads, but OOH advertising doesn’t face this issue as they’re difficult to avoid.
Although OOH advertising may be perceived as being expensive and only available to brands with large advertising budgets, billboards are now actually much more accessible, cost-effective, and profitable than ever before. It may be temping to buy more sites or locations that are cheaper, but busier locations are often better due to be able to reach out to more people. You could also use a less is more strategy to keep your message simple and generate more traffic.
Before implementing any OOH advertising, you need to set a goal for your ads. What do you want your ad to do? Are you announcing a new product or event? Do you want your goal to be broad or specific? Are you expanding your offerings? Once you have chosen your goal, you can then go on to choose the location of your OOH ad.
Now that you know what OOH advertising is and how to create a successful campaign you can now go away and start brainstorming ideas to make your own campaign a success. Take time to do some more research to investigate the costs and consider using an agency to help you buy your advertising placements the first time around.
