OUT OF HOME 101
What is out of home media?
All media formats intended to reach consumers outside of the home. Out of home (OOH) formats include billboards, wallscapes, spectaculars, posters, street furniture, transit, wildpostings, place-based ads and more. In recent years, digital outdoor has emerged as a bigger part of the market than ever before. Including OOH to your media plan extends reach and adds lasting impact.
OUT OF HOME BENEFITS
More and more consumers are outside their home, busy with work and personal day-to-day activities. Outdoor advertising reache
s consumers as they are on the go and creates additional awareness for a brand — reaching consumers in an outside environment which is targeted to their daily routine.
There are many benefits with outdoor advertising:
- Increased awareness
- Different formats lend themselves to different objectives, for example:
- Static vs Digital, Awareness vs Engagement
- Varying formats facilitate engagement opportunities
- Mobile search driver
- Campaign extension — the life of a campaign is “always on”
- Targeting capabilities
- Complementary to Overall Campaign Media Mix
TARGETING CAPABILITES
Like other media channels, out of home is also a medium with targeting capabilities, should your objectives warrant a more strategic approach to buying out of home. Brands can target by age, demographics, zip codes, key points of interest, county coverage and other relevant campaign objectives. A few to note:
- Specific locations and environments offer strategic relevance
- Geo-targeting (reduces waste)
- Maintains a Brand’s top-of-mind awareness
- Daypart placements on Digital platforms
- Digital site / creative rotations to increase reach
- Exposure closer to point of purchase can influence buying decisions
PLANNING OUT OF HOME
AdQuick was created to ease the planning process, creating more efficiency with day-to-day outdoor planning tasks such as RFPs, mapping, street views, specs, POP, and metrics to measure awareness and effectiveness of a campaign. AdQuick provides a technology platform for planning and buying — from start to finish.
A few things to know when planning out of home: units are purchased in 4-week windows, with a Monday start/postdate. The 4-week commitment follows the 4-week industry standard billing cycle.
OOH formats are measured by unit impressions (IMPs). Impressions account for number of consumers exposed to the OOH unit and often are reported in weekly increments as a more reliable measurement. Targeted impressions offer a view of different demographic target groups that meet campaign objectives (example: A18+ or A25–49).
OUT OF HOME FORMAT OVERVIEW
There are many different formats in which to buy outdoor advertising. And pending the market, there are varying opportunities of formats by market. Due to city ordinances, some markets are limited in outdoor advertising. Others, like Los Angeles, offer multiple formats to choose from based on targeted areas of interest.
Visit AdQuick.com to get started today. Plan, buy and measure outdoor advertising, all in one place. Zero purchase fee on your first campaign!
