Why not to give up on OOH advertising despite unpleasant experiences?

Why not to give up on OOH advertising despite unpleasant experiences?

OOH (Out-of-Home) advertising is a highly effective marketing tool that strengthens a brand’s market position. Despite numerous publications and studies demonstrating the high effectiveness of this type of marketing activity, some companies abandon it due to their unpleasant experiences. This article will explain why you should not give up on OOH campaigns, even if previous ones did not yield the expected results.

What do clients expect from OOH advertising?

The most crucial thing clients expect from OOH advertising is a vast audience. Companies hope that through outdoor advertising, as many people as possible will learn about their company and product. These are potential customers who, interested in the advertised product or service, will turn to the advertiser. This translates into increased brand awareness among consumers and a rise in sales, allowing the company to maintain a stable market position and grow.

Additionally, clients expect the cost of reaching a single recipient to be lower than with online advertisements. As a result, they anticipate a rapid return on investment.

Where do unpleasant experiences in OOH advertising come from?

Despite the many benefits mentioned above, there are groups of companies that cannot speak of previous successes with their OOH advertising, and their unpleasant experiences make them reluctant to focus on this form of marketing. However, this is not the way to go. First and foremost, it is necessary to analyze where the unpleasant experiences came from and what caused the campaign to be ineffective. In reality, each case should be analyzed individually because only then can mistakes be effectively corrected. From our experience, we can list several (probable) reasons why a campaign was ineffective:

• inappropriate OOH medium,
• poorly chosen advertisement location,
• inadequate graphic design,
• boring advertisement design,
• misalignment of the message content to the audience,
• errors in the advertisement,
• incorrect timing of the advertisement’s display.

How to correct mistakes?

For every company that approaches Be Media to implement an outdoor campaign, we ask about their experience with OOH advertising. Have they used this form of advertising before? On what medium, and what was the result? We then ask what the potential client expects from us and what their advertising goal is. In the next step, we propose the best solution that will yield high achievements.

It may turn out that we propose the same type of medium, such as a billboard, which was used in a previously poorly executed campaign. This will not necessarily be a repetition of the mistake. The medium might not have been the cause of the lack of success; it could have been due to something else entirely.

For many years, we have been dealing with outdoor advertising, which is very precisely tailored not only to the client’s expectations but above all to the results it should bring. Sometimes we propose a completely different solution than initially expected. This all stems from experience. We know well when and where specific messages work. What form of advertising is most appropriate for particular age groups. And we know precisely when to implement the advertisement and how long its display time should be.

OOH advertising is like learning: sometimes, it takes many repetitions before an excellent grade appears on the test. Not every form of advertising is suitable for every industry. The specificity of the business is as important as the appropriately chosen font color. That is why at Be Media, we offer access to many forms of OOH advertising in various formats:

• citylights,
• billboards,
• LCD screens in private clinics,
• city transport advertising,
• ambient campaigns,
• DOOH (Digital Out-of-Home) advertising,
• office building advertising,
• advertising on the Warsaw Spire,
• and many other projects.

Each form of OOH advertising has its characteristics, and the advertising message should be tailored to them to be friendly to the recipients. We invite all entrepreneurs to cooperate with us, whether they have had bad experiences with outdoor marketing or have never tried it. We will surely find the right solution for you.