When planning a campaign on classic outdoor media, you primarily check three crucial things: location, location, and location. Choosing the right media to achieve the campaign's predefined goals is fundamental. In outdoor advertising, both the billboard itself—its visibility, lighting, and traffic intensity nearby—and its aesthetics, the aesthetics of its surroundings, and its legal and administrative status (i.e., the legality of the structure) are important.

When planning a campaign on digital outdoor media, you start with the same thing. Although the possibilities of DOOH, based on the latest technologies and innovative software, are phenomenal, and they fascinate with the ease of implementing diverse concepts and tempt with further deployments—yes, location is still key. What good is a creative and technically well-executed idea if no one sees it because the screen might be digital, but visible to very few? Ask exactly where your advertisement will be displayed and why these are the best locations for this campaign.

Outdoor advertising, both classic and digital, is a visual medium, and viewers typically have little time to notice and remember ad content. The creative must be well-thought-out and properly designed, however trivial that may sound. The message should have a defined goal, the text should be short, images or graphics clear, and the composition, color scheme, and font should support the reception of the content. The tools and techniques a graphic designer or programmer uses to realize the creative concept are very important and co-responsible for the effectiveness and impact of the advertisement.
However, equally important is what you are actually buying when purchasing a campaign on LED screens. When comparing prices from suppliers, check if you are comparing the same campaign parameters. How long will your spot last and how often will it be displayed to be noticed and remembered by the maximum number of people? 5, 10, or 15 seconds? A 5-second snapshot broadcast 6 times an hour will be a completely different campaign than a 10- or 15-second spot appearing 12 or 24 times an hour. The optimal spot length is 10-15 seconds, broadcast every 2.5 minutes or every 5 minutes.

The foundation of OOH and DOOH campaigns is singular, though composed of several perfectly combined elements. Among them is the knowledge of who you want to reach with this specific advertisement. Who are these people? How do they spend their time? Where and when will you find them when they are out of home? When planning a campaign, both classic and digital, ask for numbers. What is the audience for the billboards? What is the traffic along the route? How many potential viewers notice a specific screen in the city?

What always works is a partnership with a consultant from an outdoor advertising company, based on trust and honest, two-way communication, meaning information exchange. Who knows their own media better than the people from OOH or DOOH advertising agencies? No one. So, don't hesitate to consult with them on strategy or a project, even if it's still in the idea phase. This will help select specific locations or may introduce truly good changes to the creative that will work to its advantage and result in a better outcome.

Love, but verify, and also forgive (what is forgivable). Showing understanding for a breakdown or a short but necessary break in exposure can sometimes be difficult; nevertheless, we usually have no control over breakdowns, and for longer and perfectly proper campaigns, maintenance is simply necessary. Consistent and reliable contact during the campaign and a thorough report prepared after its completion foster good, long-term relationships. Don't hesitate to ask for reports: whether the OOH billboard campaign lasted as long as it was supposed to, or whether it was broadcast on DOOH screens with the frequency you agreed upon, which is probably every 2.5 minutes or every 5 minutes. Or consider a physical inventory: after all, seeing how your advertisement actually looks and performs in space can prove very instructive for the future.

The article was published in May 2019 on the Nowy Marketing portal.
https://nowymarketing.pl/a/21999,czym-rozni-sie-planowanie-kampanii-ooh-od-kampanii-dooh-i-dlaczego-z-grubsza-niczym