Using the actionable insights gained from data assets and proprietary forecasting models, media planners determine how users will most effectively use media budgets to achieve their unique campaign goals. Collecting as much data about your OOH ad performance as possible helps drive future campaigns, measure how customers respond to your brand and finalize future adjustments to your ad master plan.
Advertisers should monitor and isolate their OOH campaigns, assign credit for conversion events on and off-site, measure real-world ROI through lift-off analytics, identify if the OOH ads are improving digital advertising effectiveness, benchmark unit-by-unit performance, and optimize campaigns throughout their execution. As with any marketing campaign, a strong ad strategy is not negotiable. You can increase your reach and performance in out-of-home ads by including multi-platform campaigns.
By creating a multi-platform strategy, advertisers can leverage the OOH and connected digital channels to renew messages in real-time rapidly. Brands that primarily exist in the digital space can benefit from out-of-home advertising while encouraging digital engagement (social media, etc.)
Out-of-Home Advertising encompasses any physical media location reaching an audience moving that can be programmed to deliver digital visuals. Most consumers spend 70% of their time outside their homes, making OOH one of the most effective promotional techniques. An Outdoor Promotion Strategy, OOH is a marketing technique for reaching prospective customers outside their homes.
Out-of-home advertising includes billboards and posters seen when you are moving; it also includes location-based media at convenience stores, health centers, salons, and other physical locations. To boost brand awareness and reach people in places that would be impossible for static front-facing screens, OOH media, with the use of mobile ads, is still possible to do marketing via word-of-mouth, social media, or Web-based campaigns; OOH has the potential to build brand awareness with a far wider, diverse range of audiences.
Media owners-focused advertising technology platforms offer insights into audiences and the ability to manage and link inventory with demand-side platforms, dynamic CMS, and advertising servers for digital OOH, allowing more targeted campaign scheduling and instantaneous deployment in appropriate environments and audiences.
Steps to make an OOH media plan for your OOH advertising campaign :
1. Identify your goals & KPIs.
The first step is to think about your desired outcome. What is the main purpose of your campaign? What exact business results are you aiming for? What part does OOH play in your overall marketing strategy? Setting goals and well-defined targets for your campaign will help you to move in the right and planned direction.
Several instances might be:
- Boost In-Store Traffic
- Boost Website/App Traffic
- Boost Awareness of Your Brand
- Boost awareness for new product launch
- Building brand equity and trust
- Boost interest in new market launches
- Start social media campaigns
2. Define your strategic approach.
What aspects will have the biggest impact on the OOH ad unit you choose? These could include the closeness of an ad unit to certain points of interest (POIs), such as your retail locations (or those of your rivals), the possibility for a broad reach, price vs. value, and creative effect.
As you prepare, you’ll probably need to make trade-offs between these elements, so early strategic prioritizing may go a long way. Will you need the freedom to change your purchase or creative mid-flight? In that case, you should give programmatic digital OOH priority. Are you aiming for market dominance or saturation? If so, focus on fewer general geographic regions to increase your media expenditure.
3. Defining how to measure success and parameters.
Putting a measurement on the back burner might be simple until your campaign planning is complete. Still, thinking about the high-level strategy you’ll employ early is useful. This is because setting up your campaign’s measurement may be necessary.
Measuring success is the key feature of planning out the advertising campaign. It leverages marketers to see beyond and get insights about the campaign. A marketer should measure and plan out all the parameters he needs to measure the campaign, how effective the campaign was, how much sales have been generated by his campaign, how much expenditure he has acquired to run the campaign and its outcome.
4. Choose your advertising partner and tools.
Before contacting individual media providers, consider whether using an OOH media buying technology may streamline your overall OOH media planning process.
OOH, media procurement platforms simplify all communications with media owners and ease media vendor outreach and sourcing. It also has real-time availability information, which can eliminate the need for RFPs for certain suppliers and simplify the subsequent processes.
5. Data collection and selection designs .
To plan future campaigns, evaluate consumer perception of your business, and finish making adjustments to your advertising master plan, it is important to gather as much information as you can on the effectiveness of your OOH advertisement.
Ensure you have the data collecting tools or processes in place before beginning your campaign so you can accurately assess how well your advertisement performs. After your campaign launches, you may appoint a social media manager to check online activity, ask your webmaster to monitor website traffic, or direct your inventory management to monitor product sales.
OOH, the advertisement should Contain a well-defined and attractive design to engage potential customers.
Some of the elements it should consist of are–
a. Choosing minimalist, straightforward designs or maximalist graphics?
b. How will you use the advertisement to lead customers to your web content? Will there be a website URL or a QR code?
c. How long do viewers have to take in your OOH advertisement?
d. Include words in your ad or only use images?
e. Do OOH advertisements feature your logo, product picture, or any other branded imagery?
6. Optimize your learning and insights.
Take advantage of the mid-flight tweaking that the OOH partner offers to boost the success of your campaign as a whole and learn from the experience for future initiatives.
Remember that a wide range of metrics allow you to track attribution and lift, including:
6.1 Web Conversion- When a user successfully completes a desired action on your website, such as making a purchase or filling out a contact form.
6.2 Brand Metrics- It gives marketers a quantitative approach to monitor the health of their brands and the overall success of their branded efforts.
6.3 App Metrics- App Metrics offers a range of metric kinds to track things like the frequency of requests, the number of user logins over time, the time it takes to run a database query, and more.
6.4 Halo Effect- When one characteristic of a person or item is used to form an opinion about them on the whole, this is known as the “halo effect.” It encourages quick conclusions, even if they are prejudiced.
6.5 Social Mentions- An easy to use social media search tool compiles user-generated content from all over the internet into a single stream.
You now have a carefully thought-out OOH campaign. OOH specialists help you develop a customized OOH media strategy suited to your specific campaign goals and aid you in achieving your goals through an OOH advertising campaign.
7. Target your audience and market.
Regarding geography, audience segment, and where that audience goes within a market, out-of-home targeting is evolving and getting much more precise.
The enormous makeover of how OOH media is monitored and planned has been sparked by the explosion of data made accessible to marketers via our mobile devices. The days of simply choosing a billboard next to your shop site are long gone. OOH can now provide a picture of where a particular audience goes inside a market by mining mobile location data and integrating it with audience behavioral segmentation, offering a more specific, comprehensive, and targeted map of optimizing your Out of Home media placement.
The location of your out-of-home media will also be influenced by your understanding of how your audience behaves in real life. How do they move about? Is there a robust public transit system, or is it a driving market? Or, to be more precise, does your audience commute more frequently by car or public transportation? What do they do next? What store do they go to? What do they do while they’re not working? Do you prefer to work out at the gym or go shopping? The responses to these behavioral queries will aid in determining the best media channels to use to reach your audience.
The new data combined with audience identification enables significantly more accurate OOH placement. Instead of communicating with a sizable portion of the broader public,
OOH can be used with data to segment the audience at the right place and time.
8. Plan your message and budget.
Your company in Out of Home should be able to assist by providing top-notch planning prices.
OOH, budgets typically account for 4–5% of overall media expenditures. Considering the ROI potential of out-of-home advertising in comparison to other forms of media and where it fits into your marketing funnel, the figure ought to be greater. Recommendations ranged from 5 to 13%, depending on the precise purpose, objectives, vertical, and position in the sales funnel.
It doesn’t do the medium credit to use the already-existing materials and change the layout. The secret is to keep things simple!
However, your message should take the media into account. Is it a billboard or another medium with a longer dwell time? Should your messaging vary according to the OOH format? Should you use several communications strategies for various micro-target markets? – Are there distinct subgroups of your audience in various locations that require a different message?
9. Focus on your branding .
Your marketing team and you should ensure that your company’s branding is full, consistent, and powerful before you build a billboard. Instead of concentrating on OOH planning, font selection, copywriting, and logo design simultaneously, focus your team’s creative energy on that task when you start developing your real OOH advertisements to ensure your finished output is focused and effective.
If your company is fresh to the market, consider your brand identity. You’ll want to finish the brand-building process before you start yelling your company’s name since a brand includes all of the imagery that distinguishes you from your rivals and embodies your good or service.
Some of the ones of the crucial elements should focus on while establishing a brand:
9.1 Logos and Label- A brand is represented by its logos and label, which reflects a strong image on the audience.
9.2 Signature fonts- A brand must focus on the signature fonts in their content so that viewers can easily recognize them from the style.
9.3 Color palette- Moving ahead with a color palette creates an attractive and interactive image on the people and looks astonishing for the brand.
9.4 Tagline- A brand should frame an easy and attractive tagline which provides meaning about the brand or product to the user.
9.5 Company’s ethos- A company must focus on its values, culture and ethics which could create a brand identity.
10. Strengthen your social existence .
Where are prospective customers most likely to learn more about your company after seeing your billboard, poster, or bus stop advertisement? Most of the time, they’ll use their cellphones to look up your website, acquire driving instructions to your location, or check your social media profiles.
Ensure that these landing pages have adequate information before beginning an OOH campaign so potential customers can learn more about your goods or services. Some strategies for enhancing your media profile include:
- Developing and implementing a plan for posting on social media
- Listing your business’s name, address, and operating times with search engines
- Finishing up your website and any necessary landing pages
- Creating your brand on independent review sites.
A well-developed online media presence encourages trust and conveys the professionalism and high caliber of your business, products, and services. Potential customers are more likely to buy your goods or services after viewing your OOH advertising if you have a strong internet presence.
Conclusion
The industry is evolving into a medium that can be planned with the same sorts of targeting and accuracy as other channels, thanks to recent advances in data and technology. Advertisers must treat their OOH strategy with the same care as their other media due to the large range of available media alternatives, the variation in media efficacy across different regions, and the advancements in analytics.
The planning of out-of-home media is fast altering to align it with other media due to data, technology, and infrastructure changes. To make the most of the media, advertisers must plan their OOH campaigns with the same care as they do their other media and ensure that OOH is taken into account as part of a comprehensive media strategy.
