4 tips for exploring out-of-home advertising options
It’s hard to miss a billboard as you’re driving on the expressway. But in today’s world,
is much more than just large, outdoor, display ads on the side of the road. From in-flight entertainment to ads on bus benches to stadium ads,
has exploded in recent years especially on a local level. In fact,
claims that more than 70% of outdoor ads promote local businesses.
Why do so many small businesses pursue OOH? For one, OOH media can offer promotion in a specific, desired location. Let’s say you own a restaurant right off an interstate. A billboard on route to the restaurant that lets drivers know about your delicious dinner options might be worth an investment. Other key reasons companies explore OOH is that they are 24/7. You can’t just turn off an OOH ad like you could with radio or TV. It’s a constantly present reminder to your consumers about your business, brand or offering. Here are four considerations as you’re exploring OOH for your next plan.
- What is the goal of your campaign? Most OOH campaigns focus on broad messages and branding, while others are try to increase sales. For example, in the example we referred to above, the billboard is meant to tell drivers about the restaurant so that they will visit and spend money. Always think about your objective before diving right into OOH media planning.
- Can you communicate your message quickly, creatively and visually? OOH advertising is most successful when it’s noticeable and to-the-point. That doesn’t mean inappropriate colors or irrelevant images, but a design that is entertaining and intriguing. If you don’t think you can articulate your message in that way, then OOH ads may not be the right ad format.
- As you get a little deeper into exploring OOH, determine whether or not you’re interested in place-based OOH media or “traditional” outdoor. The former includes formats that are specifically located where certain groups assemble for different purposes. For example, an airport, a college campus or a shopping mall. Traditional OOH media types favor general brand awareness and are not tied to a specific location. These include billboards, blimps, commuter transit platforms, etc.
- If OOH seems to be the right outlet for your campaign’s objective, it’s time to start exploring your OOH advertising options. Use the SRDS Out-of-Home Advertising Source for comprehensive planning data on U.S. place-based and traditional outdoor out-of-home media, including 25 out-of-home categories and 2,200+ out-of-home media. That way, you’ll find the right vendors that offer advertising opportunities where you want and how you want.
Find out more about the thousands of out-of-home advertising opportunities available here.