Reach your audience at scale with Out-of-Home advertising

The effectiveness of OOH in driving sales depends on your brand and products. It’s important to remember that purchase decisions are typically influenced by multiple touchpoints across various channels. OOH is generally most effective at the top of the funnel, building awareness and brand consideration. Pairing it with action-driven channels can help drive sustainable sales in a holistic way

When people think of OOH, large billboards often come to mind, but OOH encompasses a wide variety of screens, including those at bus shelters, petrol stations, office lobbies and lifts, doctor’s offices, shopping centers etc. This diversity allows you to reach your audience effectively, wherever they may be

Out-of-home (OOH) advertising can be a powerful tool for reaching a wide audience. However, measuring its effectiveness can be challenging. Here are some key strategies to track the impact of your OOH campaigns:

1. Traditional Measurement Methods
   • Campaign Reporting via MOVE: including amount of ad spots, likelihood and opportunity to see reach, frequency of ads seen, impression multiplier, ad share of time, and mode of view (car driver, pedestrian, transit passenger).
   • Brand Recall and Awareness: Conduct surveys or use brand tracking tools to measure changes in brand awareness and recall.
   • Website Traffic and Sales: Track website traffic and sales during and following an OOH campaign to determine its impact on online activity.
   • Foot Traffic: Use foot traffic data to measure the impact of OOH ads on increased physical store visits.
2. Digital OOH Measurements
   • Ad spot plays, impression multiplier, and cost per 1000 impressions.
   • Ad spots by media owner (e.g. JCDecaux, Val Morgan Outdoor), and venue type (e.g. shopping centres, airports, bus shelters).
   • Creative breakdown by impression and cost.
   • Geography breakdown of screens.
   • Break down by hour and day to understand the strongest performing times.
3. Advanced Analytics
   • Geofencing: Use geofencing to measure the impact of OOH ads on foot traffic to nearby stores, measuring the uplift in visits.
   • Screen Verification: understand and cross-check your screen buy with an independent screen verifier, including accounting for any damaged screens.
   • Device retargeting: understand people who have made contact with the OOH screen via mobile location technology, and retarget those people with ads across other media buying channels

By combining these methods, you can gain valuable insights into the effectiveness of your OOH campaigns and make data-driven decisions to optimise your future efforts.

Remember, while measuring OOH advertising can be challenging, it’s essential to track key metrics and analyse the results to improve your future campaigns.

While screen types and locations are key in designing an OOH strategy—whether based on socio-demographics, proximity to retail outlets, or specific environments like gyms or doctor’s offices—Digital OOH offers more targeting options. With programmatic buying, you can target by time of day (e.g., morning commute), day of the week (e.g., office days), or even weather conditions (e.g., during rain)

Different screens have varying requirements. Some only accept static images for safety reasons, while others allow short videos (e.g., 7 seconds). It’s essential to set aside a budget or resources to create these assets. We’ll provide the exact specifications once your strategy is finalised. Contact us today for details!

Yes, your existing video and display assets can be repurposed for OOH, but we recommend professionally adapting them to OOH specifications to ensure they display optimally. A static image will also be required