There are plenty of things that you need to consider when planning an out-of-home (OOH) advertising strategy. From the design and content of the advert itself to the location of your billboard or display and the duration of the campaign, everything needs to be planned to perfect in order to maximise your impact. Here, the Clear Channel team are going to look at how to create the perfect out-of-home advertising strategy.
What are your competitors up to?
You need to have an eye on what your industry rivals are doing with their advertisements. Not only does this help you ensure you don’t copy anything they’ve done – nobody wants a lawsuit – but it also means you can evaluate what they’re doing and make your campaign better. Are they also advertising through mediums like radio, social media or using SEO techniques for greater reach? If they are, or even if they’re not, consider whether you can afford to ignore these avenues of promotion.
Sharing is caring
If people care about your advert, they’ll share it with their friends, but you need to make it easy for them to do so. Using features like hashtags, QR codes and short, clean URLs can make it easy for people to view and share your content. If your advertisement is impactful – whether it’s funny, touching or striking in other ways – people will want to share it with their friends, and that means a wider reach for your brand. Make a good advert, make it shareable, and watch the word spread.
Technology has gone from an advertising gimmick to a bonafide method of improving your reach and the impact of your advertisements. Innovations like GeoLocate from Clear Channel, which allows you to deliver your advertisements to consumers’ smartphones whilst they’re using any one of 36,000 compatible apps are fantastic ways of getting the word to a wider audience.
Where do you want to be?
The location of your advertisement is key. Depending on the kind of advert you’re aiming for; whether it’s a large billboard or a smaller bus shelter display, you might want to opt for a location in close proximity to your premises, or you might want to just find the place with the highest traffic.
Consider what you want from your advertisement: do you want to direct people to your physical premises? Then a cleverly placed advert with directions can work wonders – “take the next left” or “300m this way”, for example. However, for campaigns that demand attention, the ones where you really want to turn heads, then high traffic areas such as city centres and major arterial routes are optimal places for your billboard.
Clear Channel Direct are leading providers of out-of-home advertising for customers throughout the UK. For more information about what we do, please get in touch with us today.