By definition, Out-of-Home (OOH) advertising is when a person or business will make its adverts out in public or away from the consumers' homes, such as on public transport, buildings, and billboards. It is also known as outdoor advertising or away from home advertising. When doing an OOH, one should take into consideration that the consumers are constantly in motion. Mostly OOH is practised at petrol stations, airports, bus stations, etc.
When measuring the performance of OOH, one should take into account:
- The Advertisements Physical Visibility
This is how the ad is presented to the common eye of the consumers. It should be pleasing and beautiful to the beholder's eye.
- The Advertisements Impression
For you to capture the attention of a person in motion, whether in a vehicle or by foot, you must have an eye-catching display. In literally 3 seconds it should communicate a comprehensive and discernable message to the moving consumer. Creativity is vital for making impressions. One must give a good understanding of a product hence improving the consumption of your product.
- Advertisements Graphics
This is the visual presentation of the product on a surface or screen. It comprises the colours and illustrations of an advert. Have you ever seen a picture or video with unpleasant colours? What comes into your mind when an image is discoloured?
Graphics should act as a backbone for OOH, this is because, with good graphics, one can increase the probability of the ad reaching your audience with ease. Graphics can be used on a stationary surface such as a billboard.
For you to achieve good graphics there are some key factors you should follow. These are;
- Well combined colors that spark emotion and interest from the viewer.
- The size of the graphics should creates contrast of an object
- The lines which are the stress words and they connect important phrases.
- The value. This is how darker or lighter a place is, it creates emphasis on the displayed
What are the approaches you need to measure the Out-of-Home performance of your media campaigns?
- Attribution Analysis
OOH, attribution relies greatly on Ad Exposures. In matters of digital media, these Ad exposures may be looked at as being similar to impressions. Today, these Ad exposures can be easily monitored on a unit level using the location data. This location data also comes in handy as the advertisement can use it to monitor offline conversion events. An example of such an event is the physical visits to a retail store by customers.
Attribution is very useful in giving you insights that you can use to optimize your advertising campaigns. Here, you can determine what aspects of your campaign performed well and which ones came up short. Afterwards, you can improve your campaign's specific parts that fell short of your expectations while strengthening the well-functioning segments.
- Lift Analysis
Lift Analysis is the process that involves assessing the impact of your Out-of-Home Advertising campaign. It provides you with clear facts and details about the Return On Investment of the aspects of your advertising campaigns that worked best. The conversion rates and the click rates are significant measures of how well your advertising campaign performs but does not give the entire picture. ROI is not easily perceived by simply looking at these two metrics. Lift Analysis enables you to establish if users' conversion rates will occur at the current rates or even higher rates. This methodology is very valuable in helping you to perceive whether the investment and effort that you put in your advertising are justified by bearing the desired engagement levels, retention rates, and revenues.
The standard procedure involved in Lift Analysis compares the users who receive your campaign and the group of users who do not receive the campaign. The latter group here is also referred to as the “control group”. This comparison is made to see which of the two groups is better when it comes to the impact created by the existing advertising campaign. Is the group that encounters the campaign in a better situation? Is the one that does not come across the campaign better off? This is the question that Lift Analysis will help you to address.
Benefits of this method
- It can help you optimize your advertising campaign more effectively.
- You can read which exact actions of your advertising campaigns give you more revenues.
- You can monitor the repeat conversions of users.
- You can gauge the value that your advertising campaign adds to your business in the bigger picture.
- Halo Effect
This approach measures the indirect impact of your OOH advertising campaign. The OOH mode of advertising often boosts the overall effectiveness and the efficiency of the other marketing strategies and marketing avenues that you have put in place. It can surprisingly help your digital marketing strategy in boosting your brand's credibility, increasing the awareness of your brand, and driving more offline purchases and enabling you to promote your online engagement. How is this possible though? Most people tend to trust messages that are portrayed by OOH advertising. It presents a very credible source of valuable marketing information.
OOH, advertising also interacts more closely with the intended target market. This is important in reinforcing the messages that they are trying to put across. This is what the Halo Effect is all about. It is an excellent measure of the subsequent effects that your OOH advertising efforts create in other aspects of your marketing.
In conclusion, OOH, advertising is a great way of advertising. Billions of dollars are put aside to be invested in OOH advertising. Some of the world's biggest and most popular brands today are actively involved in this advertising form. Even with the growth and dominance of digital marketing, companies such as Apple, Amazon, McDonald's, and Coca-Cola still find this “ancient” form of advertising a valuable marketing tool. With the correct measurements of their performance, you will get to learn how to best use them for your marketing objectives.