Out-of-home (OOH) advertising has made a comeback in recent years as it can reach people where they live, work, and play. However, not all OOH ad spaces are created equal, and choosing the right location can be a challenge.
Forbes reports that 56% of people who see a billboard talk about something funny they saw, and 30% write down a phone number or website address. A busy location is vital when targeting specific demographics such as young adults or families.
Foot traffic is also essential as the more people passing by, the more likely your ad is to be seen and remembered.
Whether you’re a seasoned marketer or a small business owner, this insider guide will help you maximize your OOH advertising budget and drive real results.
Factors to consider when identifying optimal OOH ad spaces
When planning your OOH ad campaigns, you need to think about a few things to make them have an impact and get people interested in your brand. Here are three factors to consider to drive great ROI:
1. Location is key
The target audience is the first factor to consider when choosing the right spot for an OOH ad. Marketers must determine where their target audience is most likely to be and what type of environment would make them most receptive to the ad.
For example, CALM’s “Last Photo” campaign for suicide prevention was mounted in London’s South Bank area. 50 larger-than-life, 6.5-foot-high photographs of people beaming with joy captivated the attention of many Londoners.
Marketers should consider locations with high foot traffic including transportation hubs, shopping malls, or busy pedestrian streets, which can increase the chances of the ad being seen and remembered.
2. Make sure your OOH ad gets noticed
One of the tips for enhancing the visibility of an OOH ad is to use high-contrast colors and bold graphics. An example is the ad campaign by Numan, which aimed to create discussion around men’s health and erectile dysfunction.
To improve visibility, use straightforward, simple, and clear messaging that can be easily comprehended at a glance and remembered. During the pandemic, Bumble ran an ad campaign with a simple, clear message that hit home with the target audience.
Additionally, marketers can use unique shapes and 3D elements to create and design memorable and attention-grabbing ads.
3. Attracting the right audience
Marketers should consider the demographic makeup of the area when selecting the ad’s location. For instance, an advertisement for a luxury car may have better results in an affluent neighborhood compared to a low-income area.
Messaging and imagery should also resonate with the target audience’s values and interests. For instance, an ad aimed at young adults should feature messaging and imagery that resonates with their interests, such as adventure and independence.
The Guardian‘s OOH advertising campaign effectively demonstrated the power of imagery by using abstract visuals to convey its message.
Additionally, take into account their target audience’s daily routine and schedule to determine the best timing for the ad. For example, rush hour is the optimal time to display an ad targeting commuters, rather than off-peak hours.
Google’s “Make the Most of Summer” campaign utilized popular summer-related search terms to showcase its search functionality and help people enjoy the season.
To capitalize on these factors and identify optimal OOH ad spaces, it’s crucial to use the right tools. In the following section, we’ll explore the essential tools to help.
Tools for identifying optimal OOH ad spaces
To achieve the desired ROI, here are 3 tools that can help you choose the best ad spaces for your OOH campaign.
1. Maximizing market research
Market research can provide valuable insights into the target audience’s needs, preferences, behaviors, and data such as age, gender, income, and education level.
This will help to identify locations where their target audience is likely to be and create messaging and imagery that resonates with them.
Analyzing competitor strategies and market trends can help marketers make informed decisions about when, where, and in what format to display their OOH ads, increasing the likelihood of a successful campaign.
2. Utilizing geolocation technology
Geolocation technology employs GPS and other location-based data to pinpoint the geographic location of an object, person, or device.
This technology tracks people’s movements in specific areas, such as shopping malls, airports, or city centers, to identify the busiest places and locations with the highest foot traffic, which are typically the most effective spots for OOH ads.
Nickelytics employs this method to assist brands and businesses in placing their ads in optimal spaces.
3. Analyzing traffic
Traffic analysis includes examining vehicular and pedestrian traffic volume, speed, and flow in a particular region. By doing so, marketers can pinpoint the busiest intersections and highways, which are optimal sites for OOH ads.
It’s crystal how critical finding the optimal ad space is to the success of your OOH advertising campaign. There’s more to it than the billboards.
Factors such as location, demographics, foot traffic, and messaging are indispensable when selecting your ad space. Additionally, utilizing geolocation technology and conducting market research can further enhance the effectiveness of your OOH advertising campaign.
Fortunately, Nickelytics is an expert you can trust to ensure your brand message is seen in the ideal location by your target audience. We combine the physical presence of outdoor advertising with the power of digital technology for unbeatable results.