The strategy for placing outdoor advertising is a critically important aspect of a marketing campaign, as it determines how effectively the advertising message reaches its target audience. Here are the key elements to consider when developing a strategy for placing outdoor advertising:

1. Definition of the target audience. Researching demographics, interests, and behavior. This will help choose the right places for advertising, for example, digital billboards in areas with high foot traffic.

2. Selection of locations. Places with high foot traffic, visited by the target audience. LED billboards are especially effective in such places due to their brightness and ability to display animated content.

3. Types of outdoor advertising. Selecting appropriate formats (outdoor advertising on billboards, citylights, transport advertising, metro, etc.). DOOH (Digital Outdoor Advertising) allows using digital media to display advertising messages, increasing their effectiveness.

4. Visual design. Adapting the design of outdoor advertising to the format and location. Using a player for digital billboards allows controlling the playback of content on digital media, ensuring smooth display of advertising clips.

5. Budget and cost. Evaluating the cost and its relation to the budget. pDOOH (Programmatic Digital Outdoor Advertising) allows automating the process of purchasing and placing advertising, optimizing expenses.

6. Time frames. Determining the terms of placement considering seasonality and holidays. This is especially important for video wall software that manages the display of content on digital billboards, ensuring proper synchronization with other marketing activities.

7. Measuring effectiveness. Planning and tracking the results of the campaign. Using digital technologies allows accurately measuring the impact of advertising on the audience.

8. Legal aspects. Compliance with local laws and regulations. This is important for any form of outdoor advertising, including digital billboards and LED billboards.

9. Integration with other channels. Synergy with online advertising and other promotion channels. This allows creating a seamless marketing experience for consumers.

Outdoor advertising consists of various media that differ in size, place of exposure, and materials used for their manufacture. This type of marketing guarantees up to 90% coverage, as no less than 98% of people on their way encounter at least one street advertising medium with a banner once a week. Such data is truly impressive, especially when recalculated for the number of residents of a settlement and the volume of traffic. The strategy for placing outdoor advertising requires a comprehensive approach to increase its effectiveness. It includes defining the goals of the campaign, analyzing the target audience, choosing places and formats.

Strategy for placing outdoor advertising and defining goals

Previously, outdoor advertising was simply a way to increase brand recognition. It was impossible to convey a complex message on a medium that people would see only for a few seconds or minutes. This method was considered as support for television, radio, and newspaper campaigns. It helped to introduce a product or service into the audience’s consciousness, while other media performed more important tasks.

However, with the advent of mobile technologies and websites, outdoor advertising can prompt people to buy or order the proposed goods immediately. From QR codes to simple web addresses and even applications like Facebook or Instagram, outdoor media can be a way to start a conversation with the consumer or a means of promoting on the internet and simultaneously on the street.

Some outdoor advertisements become the center of the entire campaign, especially when they are spectacular or stimulate interaction with users and their mobile phones. The use of digital billboards and LED billboards allows making outdoor advertising more dynamic and interactive. For this, special video wall software is often used, which ensures the correct display of content on these media.

Outdoor advertising is a term that describes any type of campaign that reaches consumers when they are outside the home. It is the same mass market environment as radio and television. This marketing format is suitable for conveying messages to a wide audience, creating a brand, promoting goods and services. The use of Digital Out Of Home (DOOH) allows displaying dynamic content on digital media, increasing the effectiveness of outdoor advertising.

Its main goal is to ensure quick identification of the product, the information about which on the banner is sometimes limited to one word, for example, the company name. This is often enough to associate the product or service with its brand. For this, various formats of outdoor advertising are used, including video advertising, which can be shown on large screens in public places.

Therefore, outdoor advertising, to be effective, should contain a minimum of words and a maximum of visual elements. In addition, the principle of gradual reinforcement is used. The campaign starts with a message that intrigues, attracts with its mystery (teaser). To manage the playback of this content on digital media, a special player for digital billboards is used, which ensures smooth display of advertising clips.

Subsequent advertisements should be a logical development of the first, until the final message, which represents the solution to the puzzle. At the same time, it is important to choose the right media for effective results. The use of DOOH software allows automating the process of managing digital billboards and optimizing the display of advertising content.

When defining goals, it is necessary to understand which key messages or ideas should be conveyed to the target audience. It is also necessary to choose the appropriate media for effective results. Outdoor advertising helps to perform the following tasks:

– attract attention;

– increase brand recognition;

– increase sales;

– remind about the product;

– expand the customer base;

– create or strengthen the brand image;

– attract visitors or buyers;

– inform about promotions and events.

When developing a strategy, it is necessary to pay attention to design. It should not be random; it needs to be carefully thought out. We are talking about both slogans and the appearance of large-format messages. The outdoor audience is people who are in a hurry about their business, so it is important to catch their attention with a billboard or sign. Colors should be carefully selected, as well as fonts. For this, various technologies can be used, including Digital Out Of Home (DOOH), to make outdoor advertising more dynamic and interactive.

Strategy for placing outdoor advertising and analysis of the target audience

Analyzing the audience allows creating a strategy for placing outdoor advertising that is focused only on those places that are truly within the reach of potential customers. To begin with, data is collected for a specific city or region. The obtained information helps to select screens for advertising or other media that will be most effective for promoting a product or service. Usually, data is collected using mobile devices, surveys, traffic studies, etc. By finding out how many people on average pass by an advertising medium, it is possible to estimate the expected coverage even before placing the advertisement.

Information can be obtained from various sources, including surveillance cameras, traffic reports, or general demographic data. All this is compared with statistical models and analyzed using machine learning. As a result, schemes with traffic and mobility indicators in a specific area are created. Based on these data, an effective strategy for placing outdoor advertising is developed.

At the first stage, the audience that passes by advertising media is identified. The next step is to analyze user movement patterns, routes, places they visited, and the time spent on this. Using these results, it is possible to accurately determine the localization and build an autonomous behavioral profile. At the next stage, these data are combined with users’ online activity—what content they consume and what products interest them.

When planning, the gender, age, education, and marital status of the target audience are taken into account. Their needs and interests are also considered. The attitude and level of trust in the PR campaign, as well as the ways to influence potential consumers, are of great importance. This includes placing posters and banners in places with high foot traffic and using bright attractive images.

Choosing locations and formats

When choosing locations and formats, the data obtained during the analysis of the target audience are taken into account—demographics, interests, purchasing intentions, visited establishments, and professional activities. For this, a taxonomy is used that refers the medium to one of almost 600 segments. Considering the affinity index, the best ways to convey the necessary information are selected. Modern technologies open up endless possibilities for creating outdoor advertising.

Today, outdoor media are not just ordinary posters with printed offers. Three-dimensional or protruding elements beyond the billboard, interactive panels, and augmented reality displays have appeared. Thanks to digital media or projectors, it is possible to display advertising on buildings, sidewalks, and even in a cloudy sky.

Especially important are DOOH networks, which allow integrating digital outdoor advertising into large-scale campaigns. The use of DOOH Display Solutions makes it possible to create dynamic content and adapt it to different screen formats depending on the location and time of day.

The most important thing is the target market and the place where potential customers can be found. It is also worth remembering: the larger the audience coverage, the better. When choosing a medium, it is necessary to consider:

– its cost (usually depends on the location and format);

– size (large-format solutions help see the banner from a distance);

– dynamism or static nature (messages can be placed both at public transport stops and on the transport itself).

Among popular formats are media with backlighting to improve the visibility of important content or key graphic elements. Brand walls, stretched banners, roof installations, and electronic boards are widely used. Thanks to software for LED screens, advertising on such media becomes more interactive and adaptable to environmental conditions.

In recent years, the Citylight format has become popular, which is seen not only by pedestrians or bus passengers but also by car drivers. When choosing a location, it is better to prefer areas with high foot traffic in the city center. However, it is necessary to consider the target audience, which may live on the outskirts or in small settlements. In such cases, there is no point in buying expensive outdoor advertising in the “heart” of a metropolis, as there will be few potential customers there.

Integration with other marketing channels

As part of various campaigns aimed at promoting goods or services, the target audience can be additionally attracted through other channels, including email and mailings. This way, the effect of outdoor advertising is enhanced. QR codes allow target consumers to directly interact with the company through applications, which ensures the expansion of the customer base. For example, just like when contacting by email, you can receive a voucher that can be exchanged in an online store or a local retail outlet located a few minutes’ walk from the buyer.

A popular technology is so-called dynamic content optimization, which allows advertisers to broadcast messages and offers to the target audience in real-time using DOOH advertising. Outdoor advertising increases overall interest and activates other marketing channels. Up to 25% of search queries in internet browsers fall on information indicated on media when conducting a corresponding campaign.

Combining with storytelling allows you to directly familiarize yourself with the brand in private and public social networks, which not only increases trust in the seller or service provider but also strengthens loyalty. In studies published in 2019, it is stated that the likelihood of making a purchase is 15% higher among consumers who saw both banners or offers in social networks and outdoor advertising. The combination of several methods is effective on several levels. A potential customer of the brand notices the offer not only when viewing sites or entering email but also sees information on the way to work or to the store. This helps to remember the advertising message well.

Just like mobile or online media, outdoor advertising combines perfectly with classic media—television and radio. Thanks to such integration, coverage can increase by 18% per day. The brand’s authority grows if the message appeared not only on street billboards but also on the TV screen. Both channels guarantee audience growth, and their interaction gives promising results.

Outdoor advertising plays an important role in the world of marketing. In combination with innovative solutions and integration with digital media, it can become a powerful tool for promoting a brand. When developing a placement strategy, it is recommended to coordinate actions with the target audience, which ensures the growth of sales and customer base, as well as the increase in brand recognition and authority. For this, a centralized video management system can be used, which allows controlling the display of content on various media, including digital screens used in DOOH advertising.

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