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 technology-based and innovative software capabilities of DOOH are phenomenal, fascinate with the ease of implementing the most diverse concepts and tempt you to implement more – yes, location is still the foundation. What good is it that it was a creative and technically well-executed idea if no one saw it because the screen may be digital, but visible to very few? Ask about where exactly your ad will be displayed and why these are the best locations for this campaign.

Outdoor advertising, both traditional and digital, is a visual medium, and viewers typically have little time to notice and remember the ad content. The creative must be well thought out and properly designed, however banal that may sound. The message should have a defined goal, the text should be short, photos or graphics should be clear, and the composition, color scheme, and font should support content reception. What tools and techniques the graphic designer or programmer uses to implement the creative concept is very important and contributes to the effectiveness and efficiency of the advertisement.

However, equally important is what you're actually buying when purchasing a campaign on LED screens. When comparing prices from suppliers, check whether you're comparing the same campaign parameters. How long will your spot last and how often will it be displayed so that the maximum number of people notice and remember it? 5, 10, or 15 seconds? A 5-second snapshot aired 6 times per hour will be a completely different campaign than a 10- or 15-second spot appearing 12 or 24 times per hour. The optimal spot length is 10-15 seconds, aired with a frequency of every 2.5 minutes or every 5 minutes.

OOH DOOH - What Works?

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, but also forgive (what is forgivable). Showing understanding for breakdowns or brief but necessary interruptions in exposure can sometimes be difficult, nevertheless - we usually have no influence over breakdowns, and with longer and completely proper campaigns, maintenance is simply necessary. Constant and reliable contact during the campaign and preparing a reliable report after its completion helps build good, long-term relationships.

Ask us about reports: whether the OOH billboard campaign lasted as long as it was supposed to or whether it was aired on DOOH screens with the frequency you agreed upon, which is probably every 2.5 minutes or every 5 minutes. Or consider an inventory: after all, seeing how your advertisement actually looks and works 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