Out-of-home (OOH) advertising is becoming a crucial channel for reaching customers and making a brand impression. To achieve high effectiveness, businesses need to follow a tight and creative strategy from market research to campaign design. But are there any other challenges that will affect this process? First, let's explore the basic framework for implementing a successful OOH strategy.
Step 1: Market Research and Target Audience Identification
Market research not only helps businesses understand trends and competitors but also provides an opportunity to clearly identify target customers. This includes analyzing their preferences, habits, and behaviors. As a result, it becomes easier to create campaigns that are tailored to this audience.
For example, if you are advertising a beauty product for young women, you can research popular beauty trends and youth cultures to better understand your target audience. This will make it easier to create campaigns that resonate with this audience, such as using images and messaging that align with their lifestyle and values.
Step 2: Define Campaign Objectives
Defining campaign objectives is crucial for selecting the right OOH media and considering the number, frequency, and timing of ads. Going back to the beauty product for young women mentioned above, you could set the goal of increasing brand awareness and reach during a key shopping holiday.
Based on this goal, you can decide to use OOH media such as billboards in crowded shopping malls or bus ads during the long holiday season. This helps ensure that your campaign reaches the right audience at the right time, increasing the chances of success for your OOH advertising campaign.
Step 3: Design Ad Images and Messages
Visuals and messaging should accurately reflect the target audience and be integrated into the overall brand strategy. If your target audience is young and energetic, you can use creative visuals and bright colors to attract them.
Step 4: Determining Your Budget
Budget not only affects the placement and form of advertising but also determines the feasibility and effectiveness of the campaign. Budget calculation needs to be carefully considered to ensure efficiency and savings.
With a limited budget, you can focus on smaller advertising mediums like billboards or transit advertising. However, if that's not a concern, you may need to invest more in large billboards and prime locations to reach a wider audience of potential customers.
While OOH can reach a large audience, it also presents challenges when it comes to execution on surfaces such as billboards, banners, and advertising spaces on public transportation such as buses, taxis, and subways. The process of obtaining outdoor advertising permits is also complex and requires strict legal procedures.
Ensure Safety and Quality During Construction
The first challenge lies in the execution. Placing advertisements on surfaces such as billboards, banners, or other locations requires significant expertise and resources. Installing a billboard on a high wall or building requires the use of specialized equipment and vehicles such as scaffolding, cranes, and a team of skilled workers.
In addition, weather factors such as rain, strong winds, or high temperatures can also affect the construction process and require careful preparation to ensure worker safety and the quality of the billboard.
Handling Complex Legal Procedures
The second hurdle is legal compliance. Navigating the regulations surrounding outdoor advertising, including signage size, placement, content, and urban aesthetics, is crucial for lawful deployment. Failure to adhere to these guidelines can lead to severe repercussions, including legal penalties and reputational damage.
For example, some locations may be restricted or banned from advertising, while regulations on advertising content may require proof of accuracy and true reflection of social values, making it difficult for businesses wanting to deploy outdoor advertising to be flexible and creative in their own way.
The lack of a unified campaign management system
Outdoor advertising has become a popular form of advertising because it reaches up to 98% of the population at least once a week. However, how can businesses evaluate the effectiveness of their campaigns to ensure they are getting the most out of their investment?
One of the common challenges faced when implementing outdoor advertising campaigns is the lack of tools to measure effectiveness. This is especially concerning when large advertising budgets are allocated, but there are no precise means to measure performance. As a result, brands may face uncertainty about whether the campaign will achieve its sales targets.
How can you optimize your ad spend with outdoor advertising solutions?
GOADS offers a fresh and unique approach, leveraging the high density of traffic dominated by motorbikes to deploy advertising on motorbike-mounted LED screens.
With over 300,000 impressions per screen each month, your brand will be seen by hundreds of thousands of people every day. This allows you to effectively reach potential customers and differentiate yourself in an increasingly competitive market.
In addition, GOADS provides a comprehensive campaign management system. Each brand that registers for a campaign receives an account to access a dashboard of statistics that reflect campaign performance in real time. All data is collected from AI cameras on the LED screen and then sent to the server for aggregation on the system for continuous updates to the brand.
Book digital out-of-home (DOOH) advertising with GOADS now!⭐️
GOADS is the leading provider of motorcycle advertising services in Vietnam. We have a vast network of drivers equipped with high-quality LED screens. With a professional team experienced in executing installation and implementing effective DOOH advertising campaign management systems, GOADS guarantees to provide customers with the most satisfying advertising experience.
Seeking a powerful advertising solution in Ho Chi Minh City? Contact GOADS for a free consultation and discover how we can elevate your brand.
GOADS Media Technology
▪️ Head Office: 57 Street No. 7, KDC Cityland Center, Ward 7, Go Vap District
▪️ Phone number: 0945318968
▪️ Email: contact@goads.vn
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