It can be challenging to choose target and test markets, and the task is even more complicated when preparing out-of-home advertising campaigns in an unfamiliar area. Fortunately, OOH advertising buying solutions allow marketers to focus on particular markets across the country and give them access to a wealth of OOH information and data.
If you’re planning your next out-of-home advertising campaign, one of the most important things to do is identify your target audience. OOH, advertising can be a great way to reach people when they’re on the go, but only if you know whom you’re trying to get. There are several ways to identify your target audience for an OOH campaign. You can use demographic data like age, gender, or income level. And finally, you can use geographic data to target people in specific locations.
Once you’ve identified your target audience, you can start thinking about where to place your ads and what messages to include. Here are some tips on identifying your target audience for an OOH campaign.
1. Identifying your target market: Importance
Identifying your target audience for your next OOH campaign is crucial for a few reasons.
- You want to ensure you are targeting the right people with your message.
- You want to be able to track the results of your campaign to see if it was successful in reaching its target audience.
- You want to be able to adjust your campaign strategy, if necessary, based on feedback from your target audience.
When you know your target audience, you can create ads that are more likely to resonate with them. You can also track your campaign’s results so you can see how well it performed in reaching its target audience. And if you need to, you can adjust your campaign strategy based on feedback from your target audience. All of these things are important in creating a successful OOH campaign.
2. The benefits of identifying your target audience.
If you’re planning your next out-of-home advertising campaign, one of the most important things to do is identify your target audience. OOH, advertising can be highly effective, but only if it targets the right people.
There are several benefits to identifying your target audience for an OOH campaign.
- You’ll be able to choose the locations for your ads more effectively. If you know your target audience, you can place your ads in areas where they’re most likely to see them.
- You can customize your message to appeal to your target audience. If you know what they’re interested in, you can create an ad that speaks directly to them.
- You can track the results of your campaign more effectively. If you know your target audience, you can track how many people see your ad and how they respond to it. This information can help you determine whether or not your campaign is successful and make necessary adjustments.
Identifying your target audience is essential to any marketing campaign, and OOH campaigns are no exception. By taking the time to remember whom you want to reach with your ads, you’ll be able to create a more effective campaign that delivers better results.
3. Targeting a specific audience for more accurate results.
There are many ways to target a specific audience with an OOH campaign. Here are a few examples:
3.1 Geo-targeting: You can target your ad based on location, especially if you have a brick-and-mortar business. For example, if you own a restaurant in New York City, you can target your ads to people who live in or near NYC.
3.2 Demographic targeting: You can target your ad based on age, gender, income, etc. This is useful if you know who your target audience is and what they’re interested in.
3.3 Behavioral targeting: You can target your ad based on someone’s behavior, such as their shopping habits or online content. This is useful to reach people interested in your product or service.
3.4 Psychographic targeting: You can target your ad based on someone’s psychological profile, such as their values, interests, and lifestyle choices. This is useful if you want to reach people who are likely to be interested in your product or service for emotional reasons.
4. How to make sure your OOH campaign reaches your target audience?
When planning an OOH campaign, it is essential to consider who your target audience is. There are a few key things to keep in mind to make sure your campaign reaches your target audience:
- Consider what media outlets your target audience consumes. This will help you determine where to place your ads for maximum exposure.
- Think about the message you want to communicate and ensure it is relevant to your target audience. Your ad should be attention-grabbing and appeal to your target demographic.
5. How to identify your target audience?
Knowing your target audience is key to any successful marketing campaign, including outdoor advertising campaigns. To identify your target audience for your next OOH campaign, consider these factors:
- Who is your target customer?
- What are their needs and wants?
- What are their demographics?
- Where do they live?
- What media do they consume?
Once you have a good idea of your target audience, you can start planning your OOH campaign accordingly. Remember that your target audience should be at the center of everything you do, from choosing where to place your ads to deciding what message to include.
Here are some essential ideas to bear in mind:
5.1 Choose the proper placement
Through out-of-home advertising, you can connect with audiences in specific media spaces. You must ensure that your locations are close to your target market.
- Think about the market’s setup.
The first step is understanding the setup of the market you want to target. Are you in a city with a sizable driving population? Billboards along the highway may be ideal. On the other hand, a campaign in a metro area will profit from street-level messages that are easier for pedestrians and slowly moving cars to view.
The amount of market inventory also affects how to employ OOH locations to their fullest potential. The in-demand, expensive media selections could be challenging or out of your price range. The media options in that area might be more affordable and accessible and still reach the same population.
- Utilize Your Understanding of the Audience
Your ability to properly optimize media placements will depend on your ability to recognize your key audience’s behavioral patterns and travel habits. The space you purchase should consider their market activities, such as their daily commute to and from work. Observe how the audience as a whole behaves.
5.2 Aim for the Best OOH Timing
What time do you specifically want to reach your audience? The response to that question can influence every element of your OOH campaign:
A visibility-driven campaign is necessary to reach audiences that are still considering something. For this level, large, familiar logos and graphics and straightforward, memorable language perform best. The most successful media will be one that quietly and undetectably reaches the audience where they are.
More precise, educational messaging is needed to reach audiences during the purchase intent stage. This could include information about how to visit the brand’s website, coupon or discount details, and suggestions on how to proceed with a purchase. The most effective media reaches audiences while browsing when they are prepared to buy or at the moment of sale.
Of course, timing is essential for more than simply your audience. Depending on your industry, the messaging’s seasonality may also be a significant factor.
5.3 Pay Attention to the Ideal Format
The out-of-home advertising industry offers various formats, each with benefits and advantages for getting your message in front of the right people at the right time and place.
- What Static Formats Offer
The entire campaign revolves around your brand and nothing else. In other words, this is always-on branding that is always present and cannot be ignored. Static OOH has seen its role and value become more precise and defined as digital OOH options have become more prevalent. Initially, stationary units were converted to digital ones.
- Opportunities Presented by Digital Formats
Digital OOH signage significantly transforms the conventional OOH medium. Flexibility in creativity, interactivity, audio/video capabilities, and the lack of production and installation costs for tangible goods are a few significant benefits. They need almost no production time and provide rapid implementation. You can utilize digital platforms by using more detailed visuals with video or switching up your creative during a campaign.
The more opportunity you have for video content, the longer your audience stays in the area. Longer dwell times are available in taxis, subways, gas stations, and airports. This presents an opportunity for digital OOH storytelling.
5.4 Craft the Proper Message
This involves looking up the brand, purchasing it, posting a picture on social media, etc. In other words, OOH might be essential for persuading your audience to pay attention by cutting through the background noise.
Your messaging must be consistent with your brand, presenting your company as exceptional in the industry and helpful to your consumers. Additionally, it must be pertinent and offer a solution to your audience’s issue. It usually works best to have a single message that is simple, clear, and brief.
In other words, telling a story with just one setting can take time and effort. But you can still be imaginative. Innovative brands employ OOH to tell complete tales by scheduling messaging changes during the campaign or displaying sequential messaging on different boards at the same site. Position your brand so that people relate to and agree with it, and you can increase brand awareness significantly.
5.5 Focus on the Innovative
Any outside-the-home creative must adhere to the notion of simplicity. You need to do more than drop in or repurpose media from other channels for out-of-home because it is its own media channel with creative considerations.
Think about some crucial elements of the creative process, such as-
The media’s size, format, and creative possibilities those dimensions offer. A thoughtful distribution of space, content, and imagery helps the design breathe and draw the viewer’s eye. Vibrant, engaging graphics that are true to the brand. Depending on the space and approach view, visibility Keep text on billboards, for instance, to a minimum because drivers will only have a small window of opportunity to read and comprehend the message.
5.6 Combine OOH with other forms of media
OOH shouldn’t be used as a stand-alone medium in your marketing strategy. It’s a cohesive element of a bigger plan that achieves your more significant brand objectives. Consider combining your outdoor advertising campaign with a digital and mobile strategy to make each more effective.
It makes natural sense how they are related. In actuality, 66% of OOH viewers who saw an advertisement utilized their smartphone. Most people are smartphone-owning OOH viewers who have looked up an OOH marketer on their portable device.
5.7 Review your goods and services.
It’s crucial to evaluate your goods and services and comprehend the advantages they provide. You can focus on which demographics will profit from these items or services once these advantages have been established. These are the people you should be aiming for. For instance, if you provide home care services for the elderly, folks 65 and older are your best target market because they benefit most from your services.
Optimize Your OOH for Long-Term Success
OOH has apparent power, but it takes careful preparation to utilize it so that it benefits your business correctly. That entails more than just repurposing your messaging from other marketing mediums and renting a space because it’s inexpensive. Instead, approach the channel intelligently while keeping your brand’s positioning, market, and target demographic in mind.
Contact us for a successful campaign if you want to be caught by your target audience for your next OOH campaign.
Conclusion
There are several factors to consider when trying to identify your target audience for an OOH campaign. By understanding your product or service, your competition, and your overall marketing goals, you’ll be better positioned to create an effective OOH campaign that reaches the right people.
Finding your brand’s ideal target and test markets should take little time or effort. You may quickly determine the precise needs most likely to succeed because of the abundance of market-centric data freely accessible through OOH buying platforms.
