Marcus uncovered the way his agency thinks about Out of Home creative and specifically the work they are doing with Netflix. It made me reflect on the things I wish I knew back in the day when I was quick to include Out of Home on the media schedule, but never took the time to really understand it.
Before I joined oOh!media, Out of Home was usually the last creative I looked at. Rather than thinking about where the creative would be appearing, I would use a “set and forget” approach of signing off many iterations of the same creative in different sizes. If only I had known then what I know now!
- How can we better use the Out of Home environment?
A roadside billboard is not the same as street furniture or a retail asset. Your audience is going to react differently to each environment, so you simply can’t treat them the same way. You need to ask yourself “What is my audience doing when they see the ad?” “What is their mindset likely to be?”
I know that might sound blatantly obvious, but it’s a step that’s easy to overlook. The creative team needs to understand the different environments and use them to advantage. Ideally, the creative team will go to the actual site to see it for themselves. Marcus Foley’s agency Tommy took their client Netflix to Thailand, where they inspected the sites in all the key cities and successfully used 19 distinctly different pieces of creative to launch Stranger Things 3. Now, I’m not suggesting everyone has those kinds of budgets, but it is worth asking yourself the question “Do you know enough about the sites and environments that you’ve bought to really maximise the campaigns creative potential?”.
- How can we make Out of Home more memorable?
Marcus Foley presented that one in four billboards globally are being photographed and shared on Instagram. Yet, if I’m brutally honest with myself, none of my previous Out of Home advertising was Instagram-worthy. Now I realise that if audiences are taking the time to share your creative, not only are they more likely to remember your message, they’re helping you do your job by expanding your reach.
Rather than focusing on pushing a brand, we need to focus instead on engaging our audience. We need to ask ourselves, “Does this creative deserve my audience’s attention?” and “Is this the kind of content people want to see and share with others?”.
- How can we expand our horizons?
Until recently, Out of Home marketers have focused on billboards with static imagery. Applying cookie cutter creative to brands is an easy solution and I confess, hand on heart, that I have been guilty of this when under the pump. But will this approach enhance audience recall and increase return on investment (ROI)?
With such a limited approach, we miss out on opportunities that allow us to take full advantage of Out of Home’s capabilities including full motion, data enabled sites, contextual relevance, time of day advertising … the sky’s the limit. These are the elements that will make your campaign stick.
- How do we maximise Out of Home campaigns?
It’s easy to think of Out of Home as passive ads. I get it, I felt that way for a long time too. But when we combine it with other advertising mediums like digital or television, it works brilliantly to maximise the campaign’s ROI.
Paul Sinkinson, from Analytic Partners, recommends that if your media budget is less than $1 million your best combination is digital and Out of Home. If it’s more than $1 million, go for a combination of TV, digital and Out of Home*.
- How do we select the best Out of Home sites?
The pre-oOh! me didn’t even consider using data to determine the best assets for my Out of Home buy. Instead, I followed what my agency recommended or went for sites that appeared to have high traffic or were in a cool area.
Now I understand the simple formula (Audience at location x creativity)scale = Unmissability. By using data from companies like oOh! partner Quantium, it’s possible to increase your ROI and create a 25% uplift by targeting category buyers versus demographic audiences.
Marcus Foley believes that 85% of Australian Out of Home creative did not take advantage of the available creative possibilities. That’s a lot of missed opportunity. If you have fallen into some of the same traps I did, think about taking a whole new approach to Out of Home. Your brand will love you for it.
To get more out of your Out of Home campaigns, talk to our creative and data teams.
*Source: ROI Study
Jodie Koning is oOh!’s Group Marketing Director, leading a team of marketers and designers, discussing all things customer experience, hitting the gym or hanging out with her gorgeous sons.