Billboards, transit ads, digital screens, and other out-of-home (OOH) advertising formats can shape our world as much as architecture, providing a valuable opportunity for brand exposure in high-traffic areas. As long as consumers have to venture out into public, OOH advertising will remain a relevant part of any marketing strategy — regardless of the greater modern focus on social media and other digital channels.
However, as technology has advanced and audience tastes become more sophisticated and refined, the billboards and display campaigns that worked a decade ago — or even a few years ago — may no longer garner attention. Modern OOH campaigns require a timely and well-designed aesthetic, innovation, and the latest technology, offering numerous opportunities to marketers that properly take advantage. Here are six insights on how to create a modern OOH campaign.
1. Take Advantage of the New Generation of Digital Billboards
Technology for digital displays has become so advanced and impressive that many billboards have gone viral on social media, attracting brand attention and the advertising medium itself. Some have such an innovative approach to interactivity that they border on augmented reality (AR). The latest generation of displays even enables dynamic and interactive content, allowing audiences to engage directly.
More recently, installations like The Sphere in Las Vegas have created never-before-possible advertising opportunities that combine immersive experiences and cutting-edge technology to captivate audiences in ways that traditional OOH cannot.
2. Invest in High-Quality Creative
In advertising, having advanced digital signage alone is not enough to draw attention to an ad. The key lies in effective and creative design. It is crucial to hire talented creatives for OOH campaigns, whether for digital signage or traditional billboards. These creatives play a vital role in crafting eye-catching visuals and compelling copy that successfully convey a brand’s message. This ensures the campaign stands out in a highly competitive public landscape, where capturing attention is essential for success.
Being able to tailor campaigns to fit the specific features of each OOH format and understanding of consumer psychology can greatly influence the campaign’s success, ultimately boosting brand recognition and engagement.
3. Use Programmatic Advertising to Maximize ROI
During the pandemic, a revolutionary new technology emerged that lets big data follow consumers into the real world through OOH. It allows for automated ad spot purchasing and management, particularly in digital OOH (DOOH), reducing campaign delivery times and enabling advertisers to react quickly to changing conditions.
The expansion of programmatic DOOH capabilities is completely upending the longstanding perception that OOH is inflexible and static by leveraging real-time data for optimal impressions. Early adopters are well-positioned to harness the technology’s potential for improved targeting, personalization, and campaign performance.
4. Measure Engagement
Tracking ad engagements helps advertisers understand the impact, reach, and effectiveness of their messaging, allowing for data-driven optimizations, better allocation of resources, and informed decision-making for future campaigns. Unfortunately, this is one of the biggest challenges of OOH campaigns. Where possible, set up sensors to monitor foot traffic around the ad, or look for spikes in website traffic after an ad goes live.
Taking a more data-driven approach to OOH advertising ensures efforts are delivering the desired results and meeting marketing objectives.
5. Drive Viewers Into the Funnel
Incorporating hashtags, website URLs, and QR codes into OOH advertisements are crucial tactics for bridging the gap between offline and online ad engagement. Including these elements dramatically expands the reach of an ad while providing a measurable way to collect leads, track conversions, and analyze the effectiveness of a campaign.
6. Utilize Location to Boost Relevance
Another way for OOH advertisers to drive consumers into the funnel is to harness tech like beacons, GPS, and mobile apps to deliver location-based messages to smartphones when users are near their OOH ads.
This approach seamlessly connects the physical world of OOH with the digital realm so advertisers can capture immediate consumer attention and drive actions like visiting a store, downloading an app, or making a purchase, ultimately enhancing the effectiveness of their campaigns.
Make the Most of OOH with Power Marketing
OOH advertising is a legacy medium, but still presents many unique challenges to brands. If you’re wondering how to create a modern OOH campaign, the best answer is to partner with an innovative and experienced agency that excels at this type of advertising. A high-tech agency can maximize the impact of each campaign, utilizing technology and data-driven strategies that help OOH complement digital marketing efforts.
Power Marketing has decades of experience in traditional and digital advertising, and excels at creating seamless experiences between both mediums. Get in touch with our team to learn more about our many award-winning services.
