Out of home advertising includes a wide array of media. The best practice for maximizing your ROI requires understanding where, when and inherent limitations of each platform. Out of home media can include:
- Billboards
- Posters
- Wrapped Vehicles
- Vehicle Signage
- Pop-up Stores
- Digital Screens
- Projection
- Video Trucks
- Street Furniture
In almost every instance of OOH media execution, brevity is key to people seeing and understanding your message. Chances are people will be on the move when they see your OOH messages and will most likely, at best, give it a passing glance. Bold images and concise, insightful headlines offer your best chance to be remembered.
Whenever possible the concept should be the lead consideration when deciding on placement. A bus bench may be ideal for retailers on the bus route. Video projections on buildings can be unavoidable during darkness hours and posters work great for places where people will have a few moments in a specific location.
Unique executions on standard OOH media also increase the attention getting capability of an execution. Build outs, 3D elements and backlighting can all make a billboard more engaging. Vehicle wraps that incorporate things like doors, windows and roofs to work as part of the ad are also an effective means of making messages more dynamic.
Odney recently leveraged the benefit of unique execution by creating a backlit billboard for the North Dakota Department of Commerce Tourism Division. During the day consumers saw a billboard featuring a dramatic view of cliffs in Theodore Roosevelt National Park. At night the headline changed, and the board turned into a stunning starry night view of the same location. This approach created a buzz in the Colorado market and increased North Dakota Tourism website visits.
OOH media is best used as a support media. As part of a multimedia campaign, OOH ads can either remind viewers of your message that has been seen in traditional or digital executions or to drive people to a branded platform like your social media sites or website to provide more information.
Finally, be sure your logo works within the confines of the OOH media. If your logo is too busy or hard to quickly read, then going with a simple type treatment of your name may be a better option.
OOH media is always changing, which is why Odney’s media, account and creative team work closely together to identify and even create new opportunities that provide our clients the ability to stand out and benefit from consumer word-of-mouth excitement.