03 Mar A guide to OOH media buying for businesses
We understand that OOH media buying can appear confusing to small businesses or companies that haven’t used outdoor advertising before, but at Amplify Outdoor we want to show you how straightforward it can be along with the impact it can have for your business.
We have a dedicated team based locally to help you through the whole process. So whatever the aim of your campaign, or whatever your budget, together we can find an effective solution that suits you and your needs.
Our guide to OOH media buying below will give you an overview of what’s involved.
What is OOH?
We see it everywhere, whether we’re commuting to work, driving through Town or shopping. OOH comes in all shapes and sizes from huge billboards to the smaller 6 sheet posters. Traditional paper displays have been around for decades successfully promoting businesses and brands , but in more recent times, digital OOH has come into the forefront.
Unlike TV and radio, outdoor advertising always displays your message 24 hours a day, 7 days a week. They are highly visible to those who pass by, and that’s why it’s important to choose the right locations in order to reach your desired target audience.
Why billboards is one of the best OOH formats for your business
By far the most popular type of advertising in the OOH arena, Billboards adorn walls and stand tall on the sides of busy arterial roads, often featuring unmissable, highly engaging adverts that stick in the minds of passers by.
Billboards are one of the most cost effective ways to reach a large, relevant audience and they are cheaper to advertise on them for 2 weeks than one day in local newspapers.
Where is the best place to put my advert when OOH media buying?
There are a number of places that you can place your advert in order to make it as effective as possible, the better the placement, the more relevant people are going to engage with it and the better the return on investment. Below are the things you need to take into account when OOH media buying and deciding where to place your message:
Placing your OOH advert on the side of a busy arterial road in a clear space will be very effective in broadcasting your message to potential customers. If you’re looking to attract shoppers, then think about town centres or main roads into it. The main ingredient that a billboard advert should have is that it should be well designed, easy to read and positioned in a place where they can be seen clearly with no clutter.
Think about who you want to reach out to. If you’re promoting a product aimed at teenagers, for example, Place your billboard near schools, colleges and universities if you want to catch the eye. For an older demographic, town centres and roads into busy areas are perfect sites for your advert.
OOH near your competitors
If you’re very confident in your business and brand, you could feel tempted to place your billboard near a competitors business premises. This could pay off, but if you distance yourself from your rivals and advertise in a different area, you will be tapping into a market that they won’t be reaching.
How do i create my advert?
You probably have lots of ideas about what you want your advert to do and say or you might not have the first clue where to start, contact a professional designer to assist you with the creation of your advert. Alternatively, We can create your artwork based on your needs and brief.
You can find our artwork specifications for all billboard sizes.
How long will my OOH campaign last?
Normally billboard sites are booked on a two week basis with a dedicated posting cycle but we have clients that book 4 week, 3 month, 6 month and 12 month campaigns. There are so many benefits to OOH media buying on a long term basis.
Long term is great for brand awareness, whilst short term is perfect to promote an up and coming event or show.
What happens during and once my campaign has finished?
Once your campaign is launched, we will send you photos of your advert(s) in situ along with promoting it across our social media channels.
If you have booked a site on a long term basis we will always offer you first refusal on rebooking before we offer it to another company.
We know from previous businesses that the effective options for monitoring your campaign results is displaying on your advert a dedicated URL landing page, offer code, QR code etc, you can track the analytics of the site and see how many people are visiting.
We hope you found this informative but if you have any questions at all please feel free to get in touch with us and we can talk to you further about the OOH media buying process.