Any brand today with a comprehensive media plan is looking to increase their opportunities to reach an audience at multiple touchpoints throughout a consumer journey. Ideally, a multichannel approach will grow exposure but this can be cost prohibitive for many businesses. At MediaDex, we recognize that advertisers need a media plan that works within their budget without making the mistake of trying to be in too many places at once, ultimately ending up with a small voice in any or all.
Out-of-home (OOH) advertising is advertising that reaches consumers while they are out and about through a myriad of channels — from billboards, street furniture, transit, to the numerous digital screens available to carry marketing messages. We believe OOH is a crucial piece of any multimedia plan which can help increase the effectiveness of all other media.
OOH has impact.
Businesses want to confidently spend advertising dollars and see a direct correlation between exposure and the outcomes most important to them (web visits, app downloads, foot traffic and more). More targeted and measurable campaigns are made possible by leveraging location data to get the most exposure for intended audiences.
OOH mediums offer a larger format than a phone screen, increasing the impact, creativity & design flexibility. Savvy advertisers will take advantage of these opportunities with bold, eye-catching imagery and impactful copy, which work especially well with visual products like food and entertainment. Until we become a world of self-driving cars in the not-so-distant future, the goal is to grab people when they can’t be on their phones or absorbed with other screens.
OOH is efficient.
Despite some perceptions that may see OOH as an expensive advertising medium, it actually offers the lowest cost-per-thousand impressions (CPM) of all traditional media. With the right targeting, and flexibility, it’s possible to identify high-value placements in popular locations. Each location is strategically selected to aim your message at the audience you’re trying to engage.
A recent MediaDex client in a Top 50 market contracted 30 billboards, remaining flexible about locations. As the buy and postings progressed, we were able to manage inventory and availability timing and the client ended up getting 50-60 boards per posting with massive bonus override exposure resulting in a huge return on their ad spend!
OOH cannot be blocked.
Unskippable inventory comes at a premium, especially in video, where advertisers pay extra to ensure their ads cannot be avoided. OOH mediums are always visible and tangible no matter the size, placement and product.
Getting the most out of your OOH media plan.
The most important factor to maximize your media plan is flexibility. Work with trusted media buyers who have deep experience in the space, the contacts in each market and the negotiation skills to leverage ad dollars for the biggest results. Use a combination of both a programmatic advertising and personal hands-on approach to get the most impressions for the lowest cost in each market.