Agencies and brands alike tend to downplay and simplify the realm of outdoor media to billboards and billboards alone, yet the dynamic industry that is out-of-home has much more to offer than they realise. In the same breath, advertisers are often then left to stumble on their lack of know-how and expertise in the medium and may end up disappointed with their campaign results, which can lead to quite a pricey ordeal.
In specialising in progressive Out of Home Media, we have put together a list of the most commonly seen OOH advertising mistakes in order for you to avoid these ever happening to you.
Typical outdoor media advertising pitfalls
1. Underestimating the power of defined goals and objectives
Success of a campaign is objective – unless you’re measuring it against clear goals and objectives. This then gives your campaign purpose.
Of course, the obvious objective of any advertising campaign is to increase sales and revenue through brand awareness. Your burning question in this effort should be how to know whether an increase in sales was a direct result of your OOH campaign and not due to other marketing efforts.
Your goals help you to achieve your objective. For example, if your objectives are to increase regional presence and brand awareness, then you need to create a set of incremental goals in order to achieve these.
What many people do not know is that OOH can, in fact, be measured. With the proper knowledge and skills, the right techniques and technologies, setting goals can shed a light on what works and of course, what doesn’t. By measuring your progress towards an objective, this will allow you to illustrate what the results of your marketing efforts are and take the guesswork out of your campaign.
2. Firing your campaign without aiming first
This is a mistake a number of advertisers are prone to, yet defining a target audience is advertising 101. The first step in defining your audience is to create a consumer profile – this is someone who needs or is interested in your brand. Every service or product is unique, this means your audience is too.
Your consumer profile needs to go beyond just a gender and age classification, the more specifics you know and include in this profile, such as hobbies, interests and where they hang out will help maximise campaign spend and impressions.
Behavioural data tools can help to strategically place your OOH displays where your consumer is most likely to see them on a daily basis and thus minimise any wasted impressions.
3. Finishing your campaign before it even starts
Your consumer may be aware of your brand, but they might not be at the point of purchase yet. Many advertisers are guilty of running a short ‘test’ outdoor campaign, which leads to little results and them taking their ads down. However, keep in mind that your product might have a specific buying period. What a customer wants today is different from what they want tomorrow.
An OOH campaign will typically take 8 to 12 weeks to communicate its message in order for the audience to take notice.
Big brands realise the importance of capturing their consumers’ attention and more importantly, keeping it up until the point of purchase. They understand the power of advertising over longer periods of time.
Consumers purchase from brands they feel comfortable with and that they trust. Keep this in mind when deciding on the duration of your OOH campaign.
4. Not knowing your OOH options
The impact of OOH can be significantly successful when combined with a planned approach, a thoroughly researched strategy and a well set out marketing campaign. Many advertisers tend to default to ‘just billboards’ in their outdoor advertising efforts, however, this form of tunnel vision can hinder your results and prevent the campaign from reaching its full potential.
From building wraps, boundary hoardings, mega signs, wall signs and outdoor digital solutions – all these platforms can work together in best encapsulating your campaigns and gaining your audience’s attention.
By clearly defining your target audience, we can work with you to find out which platforms will be the most effective. Behavioural data tools will enable us to determine where your audience is and how to best reach them at the right time and place.
5. Looking at OOH in isolation
What advertisers need to keep in mind is that although OOH delivers widespread awareness and a mass amount of impressions, it would be wise to not limit your advertising efforts to OOH alone.
OOH works best when combined with other marketing platforms such as online and mobile. According to a study conducted, a research team found that 48% of a brand’s consumers were more likely to click on a mobile ad after they had seen an OOH ad for the same brand.
Having an integrated campaign mix allows for multiple touch points to be created. A big reason as to why OOH is such a growing medium is because of its success in working phenomenally well with other mediums, specifically online.
6. Not making use of professional service in OOH
Going DIY when it comes to your OOH campaign can quite literally flush any planning, research and work you have put into your marketing efforts down the drain because the truth is – it all comes down to stellar execution.
Handling the OOH campaign yourself rather than utilising a professional service such as Relativ Media can and will directly impact the success of your outdoor campaign.
Rather stick with the professionals when it comes to the execution, placement and location of your outdoor media.
We hope the above outline of common mistakes steers you in the right direction to creating something spectacular for your target audience.