Best time to use OOH ads-Mastering the Art of execution
- 2024.11.21
Significance of OOH Advertising in the Marketing Landscape
In the growing world of advertising, brands, and companies understand the importance of
reaching the audience and communicating the brand message, there are various media that a
brand can use to advertise their products and services, including social media,
OOH(Out of home) advertising, SEO content, google ads, sponsored content, etc.
The digital space has definitely taken the ways of advertising for a spin, it has made reaching consumers
very quick and accurate, and companies have started to invest a great deal of their marketing budget into these media.
source: Google
Old school OOH
In this Digital era of communication, OOH or out-of-home advertising has the upper hand in dominating other advertising styles.
It is one of the traditional and old-school ways of communication, OOH ads include billboards, posters, transit ads,
bus shelter ads, etc. These platforms and their importance have been explained well in this post.
These ads have proven to be very effective in increasing brand visibility with their creativity and placement styles.
Various brands consider this visibility as an asset to the brand value and believe that it stays with the audience
for a long period of time encouraging them to invest a great deal in this media.
source: Google
The OOH ads have significance in the marketing space, there are various platforms where OOH ads
can be placed on Billboards, transit ads, bus- shelter ads, posters, etc.
the optimum result of this media is only achieved when strategized properly as these ads are fixed and the messages
cannot be altered, therefore the creative teams must plan and schedule things before hand for smooth operations.
The best time to use an OOH ad and things to keep in mind for their perfect execution is what we will be looking at in this article.
Things to keep in mind for any OOH ad
1. Scheduling is key
Timing is a key factor for any OOH ad, it is the way the brands decide to present themselves.
For any campaign or ad to be successful. scheduling your ads plays a pivotal role in ensuring their effectiveness.
Whether you’re planning a campaign well in advance or strategically timing your ads during holiday
seasons when spirits are high, the power of scheduling cannot be overstated.
Moreover, aligning your ad dissemination with demographic and consumer behavior patterns can yield exceptional results.
For instance, an educational institute advertising their courses during the season of intake like Summer, fall,
and winter while there are students looking for opportunities will be the right time to schedule OOH ads as
they will reach the right audience and increase engagement with the product or service.
source: Google
2. Devil’s in the detail
The content of the advertisement holds a lot of value for the overall OOH concept to work, it needs to be
catchy and communicate the information well, creativity is what grabs the attention of people,
it makes the brand stand out and people will always remember it. Engaging your audience with the content
you post could also lead to great impact, various OOH ads have started involving their consumers to make the content worthwhile.
Creative campaign by CVS
New York City’s Times Square is one of the most iconic and well-known spots for DOOH ads,
making it an excellent choice of location for CVS’s #BeautyUnaltered digital out-of-home ads.
This ad ran as part of CVS’s Beauty mark social media campaign, an interactive campaign that encouraged
users to upload their unedited selfies to social media with the hashtag #BeautyUnaltered.
Within minutes of launching the campaign, users began uploading unaltered, unfiltered selfies using
#BeautyUnaltered and @cvs_beauty, earning over 3.6 billion impressions.
Every 10 seconds, a different consumer’s image showed on the Times Square digital signage, showing larger-than-life,
unretouched images celebrating real beauty.
The dynamic digital billboard was paired with a standard digital billboard featuring awareness messaging.
source: CVS
3. Don’t underestimate the seasonal charm
Each season brings its unique importance and festivities, such as Christmas, New Year, Halloween,
Thanksgiving, and more, which can significantly influence consumers’ buying decisions.
Understanding and leveraging these seasonal shifts can be a substantial advantage for brands.
For instance, during the summer, people are on the move, traveling, and actively shopping.
This is an ideal time for Out-of-Home (OOH) ads on billboards and posters, capturing the attention of
these on-the-go consumers. However, in the winter season, consumer behavior changes considerably.
In such cases, traditional billboard ads may lose some of their impact, leading advertisers to adopt alternative
strategies like transit ads or bus shelter ads. These strategic adjustments ensure that the message reaches
consumers when they have a moment to engage and absorb information.
Furthermore, tailoring offers and deals to match these seasonal dynamics can have a profound impact on sales
and brand interaction, making the most of the seasonal charm.
source: OOH Today
This article enhances the Christmas Spirit while it uses Santa Claus and other festive charms as
the main focus of its ads, this timing makes a great impact on the viewers.
4. Event based ad
OOH ads are known for the way they stand out and reach a mass audience, Event-based advertising
offers a unique opportunity to connect with vast and diverse audiences. Events like concerts, sports games,
festivals, and parades draw millions of attendees, making them ideal platforms for delivering your marketing message effectively.
Focusing on these events helps the brands maximize their exposure at some of the most significant events nationwide.
Notable events include hockey games, Parades, comicon, the Formula One race, NBA, the Super Bowl, etc.
OOH ads will tailor their content in advance to grab the attention of the audience, the brand also sponsors certain events
where they can directly be a part of the event which makes the ad even more engaging.
Event-based advertising can impact the ROI and maximize advertising at scale according to this article.
source: Google
5. Dayparting
Dayparting is the practice of scheduling advertising content during specific time segments of the day.
It allows advertisers to tap into the natural rhythms of consumer behavior, aligning their messages with when
their target audience is most receptive. This concept has proven to be a game-changer in OOH advertising.
Dayparting, a dynamic strategy in the world of Out-of-Home (OOH) advertising, empowers advertisers to tailor
their messages and placements to specific days and times, increasing the odds of reaching an engaged audience.
By synchronizing ad delivery with peak consumer interest, businesses can craft more effective advertising campaigns
that yield a higher return on investment (ROI).
Source from: Posted by Jaseema Liakahat. "Best time to use OOH ads-Mastering the Art of execution", *November 2, 2023*, https://movia.media/moving-billboard-blog/ooh-advertising-digital-ooh/
Significance of OOH Advertising in the Marketing Landscape
In the growing world of advertising, brands, and companies understand the importance of
reaching the audience and communicating the brand message, there are various media that a
brand can use to advertise their products and services, including social media,
OOH(Out of home) advertising, SEO content, google ads, sponsored content, etc.
The digital space has definitely taken the ways of advertising for a spin, it has made reaching consumers
very quick and accurate, and companies have started to invest a great deal of their marketing budget into these media.
source: Google
Old school OOH
In this Digital era of communication, OOH or out-of-home advertising has the upper hand in dominating other advertising styles.
It is one of the traditional and old-school ways of communication, OOH ads include billboards, posters, transit ads,
bus shelter ads, etc. These platforms and their importance have been explained well in this post.
These ads have proven to be very effective in increasing brand visibility with their creativity and placement styles.
Various brands consider this visibility as an asset to the brand value and believe that it stays with the audience
for a long period of time encouraging them to invest a great deal in this media.
source: Google
The OOH ads have significance in the marketing space, there are various platforms where OOH ads
can be placed on Billboards, transit ads, bus- shelter ads, posters, etc.
the optimum result of this media is only achieved when strategized properly as these ads are fixed and the messages
cannot be altered, therefore the creative teams must plan and schedule things before hand for smooth operations.
The best time to use an OOH ad and things to keep in mind for their perfect execution is what we will be looking at in this article.
Things to keep in mind for any OOH ad
1. Scheduling is key
Timing is a key factor for any OOH ad, it is the way the brands decide to present themselves.
For any campaign or ad to be successful. scheduling your ads plays a pivotal role in ensuring their effectiveness.
Whether you’re planning a campaign well in advance or strategically timing your ads during holiday
seasons when spirits are high, the power of scheduling cannot be overstated.
Moreover, aligning your ad dissemination with demographic and consumer behavior patterns can yield exceptional results.
For instance, an educational institute advertising their courses during the season of intake like Summer, fall,
and winter while there are students looking for opportunities will be the right time to schedule OOH ads as
they will reach the right audience and increase engagement with the product or service.
source: Google
2. Devil’s in the detail
The content of the advertisement holds a lot of value for the overall OOH concept to work, it needs to be
catchy and communicate the information well, creativity is what grabs the attention of people,
it makes the brand stand out and people will always remember it. Engaging your audience with the content
you post could also lead to great impact, various OOH ads have started involving their consumers to make the content worthwhile.
Creative campaign by CVS
New York City’s Times Square is one of the most iconic and well-known spots for DOOH ads,
making it an excellent choice of location for CVS’s #BeautyUnaltered digital out-of-home ads.
This ad ran as part of CVS’s Beauty mark social media campaign, an interactive campaign that encouraged
users to upload their unedited selfies to social media with the hashtag #BeautyUnaltered.
Within minutes of launching the campaign, users began uploading unaltered, unfiltered selfies using
#BeautyUnaltered and @cvs_beauty, earning over 3.6 billion impressions.
Every 10 seconds, a different consumer’s image showed on the Times Square digital signage, showing larger-than-life,
unretouched images celebrating real beauty.
The dynamic digital billboard was paired with a standard digital billboard featuring awareness messaging.
source: CVS
3. Don’t underestimate the seasonal charm
Each season brings its unique importance and festivities, such as Christmas, New Year, Halloween,
Thanksgiving, and more, which can significantly influence consumers’ buying decisions.
Understanding and leveraging these seasonal shifts can be a substantial advantage for brands.
For instance, during the summer, people are on the move, traveling, and actively shopping.
This is an ideal time for Out-of-Home (OOH) ads on billboards and posters, capturing the attention of
these on-the-go consumers. However, in the winter season, consumer behavior changes considerably.
In such cases, traditional billboard ads may lose some of their impact, leading advertisers to adopt alternative
strategies like transit ads or bus shelter ads. These strategic adjustments ensure that the message reaches
consumers when they have a moment to engage and absorb information.
Furthermore, tailoring offers and deals to match these seasonal dynamics can have a profound impact on sales
and brand interaction, making the most of the seasonal charm.
source: OOH Today
This article enhances the Christmas Spirit while it uses Santa Claus and other festive charms as
the main focus of its ads, this timing makes a great impact on the viewers.
4. Event based ad
OOH ads are known for the way they stand out and reach a mass audience, Event-based advertising
offers a unique opportunity to connect with vast and diverse audiences. Events like concerts, sports games,
festivals, and parades draw millions of attendees, making them ideal platforms for delivering your marketing message effectively.
Focusing on these events helps the brands maximize their exposure at some of the most significant events nationwide.
Notable events include hockey games, Parades, comicon, the Formula One race, NBA, the Super Bowl, etc.
OOH ads will tailor their content in advance to grab the attention of the audience, the brand also sponsors certain events
where they can directly be a part of the event which makes the ad even more engaging.
Event-based advertising can impact the ROI and maximize advertising at scale according to this article.
source: Google
5. Dayparting
Dayparting is the practice of scheduling advertising content during specific time segments of the day.
It allows advertisers to tap into the natural rhythms of consumer behavior, aligning their messages with when
their target audience is most receptive. This concept has proven to be a game-changer in OOH advertising.
Dayparting, a dynamic strategy in the world of Out-of-Home (OOH) advertising, empowers advertisers to tailor
their messages and placements to specific days and times, increasing the odds of reaching an engaged audience.
By synchronizing ad delivery with peak consumer interest, businesses can craft more effective advertising campaigns
that yield a higher return on investment (ROI).
Source from: Posted by Jaseema Liakahat. "Best time to use OOH ads-Mastering the Art of execution", *November 2, 2023*, https://movia.media/moving-billboard-blog/ooh-advertising-digital-ooh/