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When and how to run a billboard campaign
- Out-of-home mediums like billboards and bus ads work best for high-level brand awareness, rather than immediate pipeline generation.
- For a B2B SaaS company, an out-of-home campaign is a no-brainer if they want to grow brand awareness, have the money to invest now and believe they can create a compelling message.
- In out-of-home advertising, there is no clear view of money in versus money out, attribution for physical ads is murky and imperfect.
- Instead, brand awareness from OOH affects a range of metrics up and down the funnel, which combine to make the investment worth it.
- Effective OOH is about frequency (how often it’s seen) and resonance (‘this feels relevant to me’), both of which help with recall.
- For a single billboard to work, it has to be extremely resonant, so resonant that it goes viral.
- More likely, though, a more immersive campaign, where users might have impressions in a city on a given day, is more likely to leave a lasting impact.
- To approach a campaign strategically, pick ad copy to resonate with your core demographic.
- It’s important to understand the physical habits of your ideal buyer or customer, where they live, work, and how they move back and forth.
- To make an OOH campaign more effective, brands can turn them into experiences and integrate them with complementary channels.
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