The use of Out Of Home or OOH Advertising is one of the main strategies to achieve success in business. However, there are some common mistakes in OOH that reduce the effectiveness of advertising campaigns.
Well, this forces business people to make OOH digital ads as attractive as possible. This can be realized by delivering messages and visual elements that are packaged briefly, concisely, and clearly.
Common Mistakes in OOH Marketing and How to Avoid Them
Mistakes in OOH marketing can damage the reputation and digital branding efforts that have been painstakingly built. Businesses need to understand and avoid some common mistakes, such as unstrategic location selection or inappropriate messaging, so that the advertising campaign can run effectively and support business goals.
Not Setting Clear Objectives
Forgetting to determine the objectives of OOH marketing is one of the major mistakes in digital advertising. Unclear goals make the success of the campaign difficult to measure.
Before launching an advertising campaign, make sure that businesses have set specific goals. For example, increasing website traffic, driving sales, or increasing brand awareness.
There are several methods that can be used to set realistic and clearly measurable goals. These include the Specific, Measurable, Achievable, Relevant, and Time-bound methods.
Ignoring the Target Market
Ignoring the target audience is a common mistake in OOH that is very fatal. Advertising campaigns that are irrelevant to the audience result in low levels of engagement, be it in terms of interaction or purchase.
It’s best to conduct market research to understand the target audience, including what they need. Also, observe how they interact with the brand. If necessary, use demographic and psychographic data to target the right audience.
Not Utilizing A/B Testing
A/B testing allows businesses to compare two different versions of an ad. It aims to see the most effective marketing strategy.
Not doing A/B testing is a common mistake in OOH that is often missed by marketers. Therefore, don’t forget to do this step to optimize advertising campaigns.
The application of A/B testing includes several elements such as title, image, text, and call-to-action. Through this method, businesses can optimize ad campaigns based on test data.
Ignoring Data Analytics
Analytics and data are crucial elements in OOH marketing because they provide deep insights into the performance of advertising campaigns. By relying on data, businesses can measure ad effectiveness, identify the right audience, and optimize marketing strategies.
Data analytics help make more informed decisions and improve overall campaign results. We recommend using an analytics tool to track ad campaigns such as Google Analytics. Use this data analysis regularly to optimize ad campaigns.
Using a White Background
Using a white background in digital advertising can create a glare effect, especially on large screens, making the advertising message less obvious. It can also reduce visual appeal.
Alternatively, backgrounds with neutral or dark colors are more effective at increasing the visibility of key design elements and text. However, for dark text, a light background can be chosen to accentuate the message and create the desired impression.
Choosing the right color will maximize the appeal of the ad and ensure the message can be clearly received by the audience.
How to Make OOH Marketing More Attractive
Common mistakes in OOH marketing are a big hindrance to the effectiveness of an advertising campaign. Therefore, the right strategy is needed so that the campaign can be right on target.
Story messages can be one of the ways that can be done to increase the attractiveness of OOH. Businesses can emphasize the meaning of happiness with impressions that are useful and memorable to many people.
Furthermore, use words that are short, concise, and clear. Businessmen can choose words that are trending, but easy to understand to attract audiences.
In conveying the message, use a unique and attractive design. Collaborating with an expert company in designing ads can be the most appropriate step. Interesting visuals will certainly make many people curious about advertising products.
Also, don’t forget to consider the lighting effects on OOH. Make sure the OOH digital screens are bright enough and clearly visible in various viewing angles.
Recommendations for Professional OOH Branding Services
Rebound Ads is one of the professional OOH marketing services. The company is committed to realizing smart city facilities through integrated management with the needs of the community.
Rebound Ads always provides reliable services. This is realized by providing various strategic OOH locations and encouraging optimal outdoor advertising campaigns.
For information, Rebound Ads has collaborated with the Bogor City government. The collaboration revitalizes public street lighting into advertising media. This advertising media is in the form of a Kujang Ornament LED Videotron complete with PJU lights.
Common mistakes in OOH marketing are one of the factors that cause advertising campaigns to not run optimally. Therefore, the right strategy is needed so that the delivery of advertising messages is in accordance with the initial target.
