How to Make the Most Out of Your OOH Marketing Budget

Are you thinking about investing in billboard advertising but aren’t sure where to start? It’s important to know what your goals are and what questions to ask account executives. We’ve put together some tips on how to determine what you want to achieve from billboard advertising.

Out of Home advertising stands out as one of the few mediums that continue to grow and service cities and their residents. In fact, OOH is the only channel that reaches 82% of Australians every day. To maximize the impact of your OOH campaigns, it’s essential to ask the right questions and make informed decisions.

1. What’s going on in your target markets?

Understanding the dynamics of your target markets is crucial before investing in billboard advertising. Ask yourself: What are the current trends and preferences in these markets? Are there any seasonal factors that could influence consumer behaviour? If you have a thorough understanding of the needs of your target market, our account executives can help you identify the most suitable locations, times, and formats for your campaigns.

Rockhampton Airport Digital Billboard

2. Are there similar markets you should be advertising in?

While focusing on your primary target markets is important, don’t overlook the potential of similar markets. With account executives in every region, our team have extraordinary local knowledge to help you identify regions or cities with similar demographics, psychographics, or consumer behaviour patterns. These markets can provide valuable opportunities to expand your reach and increase brand exposure. By exploring new territories that align with your target audience, you can tap into untapped customer segments and potentially achieve better ROI.

3. What’s in your creative stack?

Creativity plays a vital role in capturing attention and engaging your audience through OOH advertising. Take stock of your creative assets and evaluate their suitability for the outdoor medium. Consider the visual appeal, simplicity, and clarity of your designs. Will they stand out amidst the surrounding environment? Do they effectively communicate your brand message within a few seconds of viewing? Assessing your creative stack will help you determine if any modifications or new designs are required to enhance the impact of your OOH campaigns. Our graphic designers are experts in their field and can help guide your billboard creative to ensure it has maximum impact.

4. What kind of investment are you looking to make?

Defining your investment strategy is crucial when planning your marketing campaigns. Determine how much you are willing to allocate to outdoor advertising and consider the cost implications of different formats such as classic, digital or airport advertising. Additionally, analyse the duration and frequency of your campaigns. If it’s more beneficial to run shorter, high-frequency bursts then digital billboards are a great option. If you’re looking to maintain a consistent presence over an extended period, a long-term classic billboard in a high-traffic area may be better suited to your objectives. Looking to target travellers over the school holidays? Airport advertising would be perfect for your campaign strategy, with its high dwell time and brand recall rates.

To make the most out of your OOH marketing budget, it’s important to ask the right questions and gather relevant insights. Understanding your target markets, exploring similar markets, evaluating your creative assets, and defining your investment strategy are key areas to focus on.

Our team is here to help you achieve maximum impact and drive successful outcomes with your out of home marketing campaigns. To learn more about how billboard advertising with Bishopp will be a great fit for you, call us on (07) 3552 5600 or submit an enquiry here.