Out-of-home advertising's increased capabilities has seen the medium go from purely being a brand-building medium to a brand activation driver.
Even so, the fundamental factors to consider before running a billboard campaign remain largely the same. Are you keeping these in mind before buying your billboard campaigns?
1. Your Main Objective
The campaign objective will always be your starting point. This will determine the locations you advertise, the type of billboards you will consider and, obviously, the creatives you will put up.
Usually, billboards are considered a branding medium. If that is your objective, visibility and reach will become a priority.
If driving traffic to your store or website is the objective then you should consider locations that lead to your location or locations where dwell times are high and there is a greater chance that the audience would visit your website or search for your offer.
2. Your Target Audience
Who is the campaign for? Who are you trying to reach? Researching your audience’s tendencies thoroughly can help you design the perfect campaign.
Traditionally, brands considering billboards based on a target audience are limited to gender, age groups, and ethnicity. This is changing though. The rise of audience movement data from a variety of sources is helping advertisers understand where people are going and where they are coming from.
Brands can now target audiences based on where they live, work, shop, play, and so on. Sophisticated outdoor advertising planning tools recommend the billboards most likely to reach a majority of your audience segment whether these are shoppers, frequent travellers, white-collar workers, foodies, and much more.
3. Billboard Creative Design
Your campaign objective will determine the type of message you put out. Additionally, factors like the size of the billboard, whether it is digital or static, and its surrounding area will allow you to craft a message that truly stands out.
Ideally, you want to craft your creatives after your locations have been selected. Consider the dwell times - how long do audiences have to see your advertisement? A highway billboard and a train station billboard will obviously have vastly different dwell times.
On a highway, for example, your billboard needs to tell a message in just a glance. On a train platform, you can even extend the engagement by including a coupon code because you know the audiences keep checking on or using their smartphones.
Additionally, you will also want to consider the surrounding area. Will your billboard be surrounded by other billboards? Then you should use colours that help your creative stand out.
4. Location and Context
Why would we consider these together? Well, in most cases the type of location defines the context that the audiences are in. For example, are the audiences waiting or rushing? Are they heading to work or going home or going on a holiday? You can drill down even further by considering the weather, the time of day, day of the week, occasion, and more.
If your audiences are stuck in traffic, your creative can use this to start a conversation. Your ads can also switch between weekend vs weekday messages because your audience is obviously going to be in a different state of mind. This capability also depends on whether you have chosen a digital billboard or static billboard.
This represents just the tip of the iceberg. Today, advertisers have access to sophisticated audience metrics to plan campaigns based on the exact audience segment they want to reach and how many times they want to reach them. Future campaigns can also be tweaked based on the performance of the previous ones.
Do you want to know how many people and what type of audience your last campaign reached? You can sign up to get your first report at no cost. Simply fill up the form using the link below.