Grow your business with OOH advertising

What is OOH advertising?

Out-of-home, or outdoor advertising quite simply refers to advertising to people who are outside their homes, whether they are in a shopping centre, on the road or in the pub. OOH can reach people in a specific geographical location or nationwide, depending on how it is used. 

This makes it a great option for small businesses, who require flexibility and may only want to advertise towards specific regions or communities. Unlike some other marketing channels, OOH always has a guaranteed audience and can’t be switched off or “swiped”. Outdoor ads are seen by 95% of the UK population each week, connecting your brand with people where they are in the real world.

Benefits of OOH

Outdoor advertising has a number of key benefits that builds brand awareness, reach and drives real measurable impact for brands.

Budget friendly

Compared to other channels OOH is extremely budget friendly based off the shear reach and impact it can have on customers. OOH pricing depends on several factors such as location, timings, duration and market demand. Prices for portrait shelter and free-standing screens (Digital and classic 6 sheets) can start at as little as £49 per week, whereas digital billboard (D48s) screens start at around £99 per week, meaning OOH is an affordable option for all budget ranges.

Suggested reading: How much do billboards cost?

Reach and credibility

Out-of-home ads have the most impact in places with high traffic, high footfall and plenty of eyeballs. OOH is also seen by more people than any other media, reaching over 95% of all UK adults each week. In addition, there’s a credibility to outdoor that you can’t match on digital. In short: people trust out-of-home. 1 in 3 people say they trust OOH and 49% believe OOH is more trustworthy than social media.

Grows businesses

When strong engagement and trust are combined with reaching people in the right place at the right time, OOH becomes a powerful driver of action and purchase. This visibility helps drive strong brand recognition, ad recall and boosts sales.

How to create an OOH campaign that succeeds

1. Understanding your objective

First, you need to understand what goals you are aiming to achieve with the campaign. What metrics will you use to measure success? KPIs for an outdoor campaign could include increased brand awareness and sales, measured by an uptick in store or website visits, increased sales or social media engagement.

2. Target audience

Define who your target audience is. Focus on differentiators such as age, gender, income, and lifestyle preferences as this allows for you to select locations where your target audience is likely to be.

3. Location targeting

Out-of-home networks allow for region-specific campaigns that serve your local area. For small businesses, it’s important to be able to narrow your billboard advertising to specific parts of town for maximum impact.

4. Creative techniques 

There are key design principles that will help your billboard make an impact, such as clear copy that can be read from a distance, complementary colours that stand out and a clear CTA.

5. Measuring campaign success

Once your billboard strategy, location, and design has been decided, the final step is to launch the campaign. To understand whether your campaign is delivering on its goals, it’s important to gain visibility into key performance-related metrics. By tracking impacts on sales, social media visits, website visits etc. during the time-specific parameters of the campaign, you can get valuable insights into the impact.

Suggested reading: How to plan an OOH campaign