Learnings from 2019 OOH Advertising
It’s the time of the year again when advertisers plan and budget for their brands to gain maximum awareness by coming up with tantalizing media mix to actualize their goals. In this article, we will be reminded of the great importance of Out-of-home (OOH) advertising while itemizing mistakes, failings and giving reasonable insights on how to get maximum benefits from OOH campaign executions.
The relevance of out-of-home can not be overemphasized, OOH advertising is one of the oldest, yet still one of the most lucrative and effective ways to advertise your business. OOH advertising has the potential to reach a wide range of audiences at the same time across different geographic locations and it is a known fact that the wider the product reach, the more popular it will be and the more curiosity it will garner.
Below are some of the mistakes advertisers should learn from going into 2020 if they must maximize their out of home presence.
- Cluttered OOH Campaigns: Outdoor ad is simply a way to achieve brand awareness. It’s not possible to convey a complex message on a medium that people will see for only a few seconds, or for a few minutes at most. OOH advertising is seen as support for TV, radio and print campaigns. It keeps the product or service in front of the mind while it allows other forms of media to do the heavy lifting. You see hundreds of outdoor advertisements every day, and even more if you live in a city like Lagos where most advertising is done. But your recall of these ads is probably close to zero. Doing outdoor advertising the right way is imperative, or it’s simply a waste. Some advertisers did a great job on their OOH messaging and some made a complete mess of it.
- Wrong OOH Executions: Conveying a brand message in fewer words with a thought-provoking way is an art. However, it requires detailed research, creativity, innovative ideas and understanding of market trends. The perfect blend of these elements leads to a successful advertising campaign. The trend has shown that advertisers use one messaging for all out of home static formats thereby underutilizing most of these static formats. The use of lamppost, for example, has been greatly underutilized, were brands resize a unipole or portrait material and deploy as lamp post thereby completely losing the attention of the consumers. Lamppost should be used creatively as an art if advertisers must gain the attention of the consumer.
- Wrong Use Of DOOH: With the continuous increase of DOOH formats in key cities, it is imperative to say that advertisers should demand more from creative agencies. Most DOOH campaigns in Nigeria come on slide shows which makes it boring and unattractive. Statistics have also shown DOOH is the second-fastest-growing medium worldwide.
Also, media contractors need to keep pace with the technological advancement of DOOH. DOOH is even more impressive when applied in tandem with other modern technologies. Pair a display and facial recognition technology and you can match content to the demographics of onlookers. Integrate weather data and you can create campaigns that change content depending on whether it’s sunny or raining. There’s an endless opportunity for creativity, context, and relevance when DOOH is paired with other sensors and software, much of which could not be possible
with static displays.
- Lack of OOH Monitoring: Advertisers go from planning an outdoor campaign to execution without factoring how to monitor and get an instant report of their outdoor campaigns. Nothing gets measured without been first monitored. TMKG a specialist in outdoor media monitoring and auditing in west Africa created a revolutionary tool called Postertrack that is user-friendly for advertisers to easily navigate and get useful information about their outdoor assets near real-time. Below are some of the benefits of Postertrack.
Real-Time Aberration Alert:
- Automated emails are sent on sites with issues for agencies to rectify.
- Clients are aware of sites not displaying thereby negotiating for loss of exposure.
Better Reporting Structure:
- Automated templates are designed for the client to better understand activities around OOH hoardings.
OOH Data Gathering:
- Historical data are gathered across key categories for historical analysis and OOH future predictions.
- Mapping of OOH assets and getting useful information to drive decision making and aid OOH planning.