Outdoor media planning and buying aims to reach target audiences through advertising formats that can be seen in outdoor spaces. These types of advertisements are typically seen in places like billboards, bus stops, shopping malls, airports, and other public areas. Also known as “out-of-home” (OOH) advertising, this type of advertising captures target audiences when they are on the move, outside their homes, or workplaces.
The process of outdoor media planning and buying typically includes the following steps:
Defining Goals and Target Audiences: The first step is to determine what kind of message is intended for which type of audience. This can involve various factors such as demographic information, lifestyle factors, and geographic location.
Identifying Advertising Locations: Once the target audience is defined, the most suitable locations for placing the advertisements are determined. This will depend on the lifestyle, habits, and behaviors of the target audience.
Setting the Budget: The budget is typically determined after careful analysis of the goals and expected return on investment (ROI). Out-of-home advertising can often be costly, so these costs should be carefully considered.
Creation and Placement of Advertisements: At this stage, the advertisements are created and placed in the chosen locations. Designing and producing out-of-home advertisements often require significant attention and creativity since they usually have a limited time to capture the attention of people on the move.
Tracking and Evaluation: The performance of the advertisement is typically measured based on how many people saw it over a specific period and how effectively it achieved its objectives. This information can be used to shape future out-of-home media planning and buying strategies.
This process can be carried out by an out-of-home media planning and buying agency or by an internal marketing team of a business. In either case, making strategic and informed decisions helps in creating the most effective and cost-efficient out-of-home media planning and buying strategy.
Types and Examples of Out-of-Home Media Planning and Buying
Out-of-home media planning and buying encompass various formats and solutions. Here are some types and examples commonly used in this field:
Billboard Advertising: This is the most common and recognized form of out-of-home advertising. Due to their large sizes and often high-traffic locations, billboard advertisements can reach a wide audience. For example, an automobile company can use billboards along major city roads to promote a new model.
Transit Advertising: These are advertisements seen on public transportation points and vehicles such as buses, trams, trains, and metro stations. For example, a mobile phone company can use bus stop advertisements to promote a new phone.
Mobile Billboards: These are often large advertising panels carried on trucks or trailers. Such an advertisement can travel on a specific route or attend events to reach a particular target audience. For instance, a beer brand can use mobile billboards around a stadium during a sports event.
Digital Out-of-Home Advertising (DOOH): It combines traditional out-of-home advertising with digital technology, offering additional features such as moving graphics and interactive capabilities. For example, a movie theater can use a digital display to promote a new film and show its trailer.
Street Furniture: These are advertisements seen on urban furniture such as phone booths, benches, information panels, and similar structures. For instance, an insurance company can promote a new policy on phone booths in the city center.
Posters and Posters: These allow for targeting on a smaller, localized scale. They are often found in community centers, both inside and outside of stores, and similar locations.
Each type has its advantages and disadvantages, and the choice of which type to use often depends on the target audience, budget, and intended impact. In any case, it is important to select the most appropriate locations for effective message delivery and maximum visibility.
Measuring Outdoor Media Planning and Buying Effectiveness
Measuring the effectiveness of outdoor media planning and buying is crucial for determining the success of a campaign and shaping future strategies. Here are some methods used to measure this process:
Circulation: This refers to the number of people a advertisement can potentially reach. The traffic at the location where an ad is placed, considering the number of people or vehicles passing by, is taken into account for this calculation. This is particularly important for billboards or other fixed outdoor advertising formats.
Impressions: In Digital Out of Home advertising (DOOH), it’s possible to determine how many people have seen a specific advertisement. This is usually done using cameras or other tracking technologies.
Engagement Rates: Digital and interactive outdoor advertising enables the measurement of how much viewers interact with an advertisement. Actions such as scanning a QR code, visiting a website, or downloading an app can be tracked and measured.
Brand Awareness and Perception: Considering that outdoor advertisements are often aimed at increasing brand awareness and perception, these metrics are important. They are typically measured through methods such as surveys, focus groups, or social media monitoring.
Sales Increase: Ultimately, the goal of an outdoor advertising campaign is often to increase sales. This can be measured through retail sales data, online sales, or special promotion codes.
ROI (Return on Investment): By comparing the cost of the advertising campaign to its return, it is possible to assess the overall efficiency of the campaign.
Each measurement method may be more or less important depending on the objectives and context of a specific outdoor advertising campaign. Therefore, when measuring the success of a campaign, considering multiple metrics is often the best approach.
Why Should We Opt for Outdoor Media Planning and Buying?
Outdoor media planning and buying offer a range of unique advantages and can be an especially effective strategy in certain situations. Here are some reasons to prefer this method:
Wide Audience Reach: Outdoor advertising has the potential to reach a wide audience. Advertisements placed in high-traffic areas can be seen by thousands or even millions of people.
Continuous Visibility: Outdoor advertisements are typically visible 24/7, making them a more constant presence than TV or radio ads. This helps to keep the brand continuously in the consumer’s mind.
Creative Opportunities: Outdoor advertising offers broad opportunities to create creative and eye-catching ads. Particularly, digital outdoor advertising allows for the use of animations, interactive features, and other creative elements.
Geographic Targeting: Outdoor advertisements enable targeting a specific geographic area. This can be especially beneficial for local businesses that need to focus on a particular region, city, or even a neighborhood.
Cost Effectiveness: When properly planned and implemented, outdoor advertising can be a cost-effective advertising solution. Advertisements placed in areas with high circulation rates can reach a broad audience at a relatively low cost.
Integration of Digital and Physical Worlds: With technologies like QR codes, smartphone interactions, or augmented reality applications, outdoor ads can merge the digital and physical worlds, creating a richer and more interactive experience.
In any case, outdoor media planning and buying should be considered as part of the overall marketing strategy. When used in conjunction with other advertising and marketing tactics, this method can enhance brand awareness and stimulate sales.
