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Top strategies to promote your business and drive sales locally with OOH

One of the most exciting things about running a business is the fact that customers can be continuously discovering you and your products. Reaching new audiences and promoting your business to new customers is essential, and doing it effectively is far from easy. You need to be speaking to the right people, in the right place, at the right time.

With the proper tools, you can effectively reach your target audience and drive sales with Out of Home (OOH) advertising. Let's explore the strengths of OOH advertising and how you can leverage it to boost your local business. 

OOH advertising 

OOH advertising refers to any visual advertising media found outside of the home. It encompasses a wide range of formats and is known for its ability to reach a broad audience effectively - it’s hard to ignore a billboard, or a poster on a bus you take every single day.

Formats 

OOH advertising comes in various formats, each with its unique advantages and applications:

An Aer Lingus ad displaying on a Billboard Live screen

Billboards and posters 

Traditional Billboards: These are large, static advertisements typically found along motorways, busy streets, and other high-traffic areas. They are excellent for creating awareness and delivering impactful, long-lasting messages due to their sheer size and visibility. 

Digital Billboards: These are electronic displays that allow for dynamic content, and are great for campaigns where the content might need to be changed up at a moment’s notice. They can show multiple advertisements in rotation and are perfect for time-sensitive messaging, countdowns, or social media integrations. 

Digital OOH (DOOH) panels 

Digital Screens: Found in places like shopping centres, supermarkets, train stations and roadsides, these screens can engage viewers with interactive content. Touchscreens and motion sensors can create immersive experiences and encourage interaction. 

Programmatic DOOH: These are a digital ad format that can be purchased and managed programmatically. This allows for real-time targeting, enabling advertisers to display ads at specific times to reach particular audiences based on data-driven insights. 

Bus shelter ads 

Bus shelter advertisements offer prolonged exposure - they are visible to someone every time they are waiting at a bus stop, travelling past them on foot or by car. These ads are effective in urban areas with high foot traffic and can be both static posters or digital screens. They offer a captive audience as people spend several minutes waiting, providing ample time for the ad’s message to be absorbed. 

Transit ads 

Bus Ads: These include ads placed on the exterior and interior of buses. Exterior bus ads can reach a wide audience as buses travel through various parts of the city, while interior ads target passengers during their commute. 

Train Ads: Similar to bus ads, these are placed inside and outside trains and train stations. These ads capture the attention of the commuters and travellers who pass them every day.

Taxi Ads: Advertisements on taxis include wraps, rooftop displays, and interior screens. These ads are mobile and can cover a wide geographic area, making them ideal for reaching a broad audience.

Why OOH is effective for local businesses 

OOH advertising is one of the best ways to promote your business locally. Positioned in high-traffic areas, OOH ads have the potential to be seen by thousands of people on a daily basis. Local businesses can even strategically place ads in specific areas to target their primary audience, down to the neighbourhood they live in.. Plus, when compared to other forms of advertising, OOH offers a lower cost per impression, especially in local markets. 

Messika ad campaign displaying on a bus stop poster

Who are your target audience?

Tips on researching your target demographic 

  • Research: Use surveys, focus groups, and online analytics to gather information about your potential customers. Knowledge is power! 

  • Analyse competitors: Study who your competitors are targeting and where they are advertising - and identify the spaces in which you stand a good chance of competing. 

  • Utilise social media: Platforms like Facebook and Instagram provide valuable demographic data about your followers. 

How can understanding your audience help tailor your OOH campaign? 

By understanding your audience's preferences, behaviours, and demographics, you can create tailored OOH ads that resonate more deeply and drive higher engagement and conversions. 

Choosing the right OOH formats 

Selecting the right OOH format is essential for reaching your target audience effectively. Think carefully about what kind of OOH will represent your brand in the best light, and make the most sense for your products. 

Billboards are one of the most common and effective OOH formats. They offer high visibility and are ideal for broad messages. DOOH panels provide dynamic and interactive content, allowing for real-time updates and targeted messaging. Bus shelter ads are perfect for urban areas with high foot traffic, offering prolonged exposure to commuters and pedestrians. Transit ads, such as train station screens, reach a mobile audience and are particularly effective for metropolitan areas. 

Strategic placement of OOH dds 

The placement of your OOH ads can significantly impact their effectiveness. You don’t just want them to be seen by lots of people - you want them to be seen by your chosen target audience. 

Tips on selecting high-traffic areas 

  • Research traffic patterns: Use data to identify areas with the highest vehicle of foot traffic. 

  • Consider your audience’s routine: Place ads where your target audience is likely to see them during their daily activities. 

  • Local events and landmarks: Utilise popular local spots and events to maximise exposure. 

Providing you with the data that allows you to make these decisions and reach your audience is one of the things we do best.

How strategic placement can maximise visibility and engagement 

When looking to promote your business locally, strategic placement ensures that your ads are seen by the highest number of relevant viewers, increasing the chances of engagement and conversion. Of course, there’s nothing to stop you from putting a billboard up in a busy area and hoping for the best; but, with a bit ofresearch and planning, you can take the guesswork out of OOH and achieve much better results..

Crafting compelling ad content 

Creating engaging and effective ad content is key to capturing attention and driving action. Getting someone to look at your ad is one thing; keeping their attention for long enough that they absorb the information you’re telling them is another. 

Clear and concise messaging

Keep your message short and to the point - it needs to be understood at a glance and from afar.

Strong visuals and branding

Use bold visuals and consistent branding to make your ad a) stand out, and b) be memorable and easy to link to your other campaign channels.

Call-to-action (CTA)

Include a clear CTA to guide viewers on the next steps to take, whether it’s visiting a store, browsing your website, or using a QR code. 

Integrating OOH with other marketing channels 

OOH advertising works best when integrated with other marketing channels. The more the merrier, right? 

How to create a marketing strategy by integrating OOH with digital and social media 

  • Unified Messaging: Ensure your message is consistent across all channels. 

  • Use Hashtags and Social Media Handles: Encourage viewers to engage with your brand online. 

  • QR Codes and Links: Direct viewers to your online platforms for more information. 

Benefits of a multi-channel approach 

A multi-channel approach increases your reach and reinforces your message, leading to higher engagement and better results. 

Tips for cross-channel promotion and tracking results 

  • Track performance across channels: Use analytics to measure the effectiveness of each channel. 

  • Adjust strategies based on data: Continuously refine your approach based on performance data - it’s a never ending process. 

A Ske Crystal Vape campaign displaying next to a dog walking in the rain

Measuring the success of your OOH campaign 

Tracking and analysing the performance of your OOH campaign is essential for understanding its impact. You need proof that your plans have come to fruition. 

The importance of tracking and analysing campaign performance 

Regularly tracking your campaign allows you to see what is working and make necessary adjustments to improve outcomes. Decide what success looks like to you - set targets, and keep them optimistic but achievable. 

Key Metrics for Measuring OOH Effectiveness 

  • Impressions: the number of people who see your ad. 

  • Engagement: actions taken in response to your ad, such as website visits. 

  • Conversion rates: the percentage of viewers who take the desired action. 

Reintroduce your business to your community. 

OOH advertising offers a powerful way to promote your business locally - once you understand how to leverage it. By understanding your audience, choosing the right formats, strategically placing your ads, and crafting compelling content, you can maximise your visibility and drive sales. Get in touch with us today to get started.