Many people around the world, including those living in Indonesia, look forward to events. The impact of such events is felt by both buyers and sellers. Why is this the case? It is due to an engaging campaign idea. The idea gets support from the power of OOH advertising strategy. So, what is outdoor advertising in the context of campaigns for events?
Knowing the Meaning of OOH and How to Implement an Effective OOH Advertising Strategy
Outdoor advertising, or OOH advertising, is a term for advertisements placed in various outdoor locations. In Indonesian, OOH can be translated as “out-of-home advertising. “ The purpose of this advertisement is to attract the attention of many people who are doing activities outside.
The Power of Outdoor Advertising in Attraction Campaigns
OOH advertising serves as a tool to attract the attention of many people. This relates to the increase in out-of-home activities, such as when visiting shopping malls, restaurants, and other places.
Outdoor advertising includes several formats, including:
Static Billboard
This format offers high visual exposure in strategic locations, such as in Bogor City. These billboards attract the attention of many people even in a short period of time.
Transit Advertising
Using public transportation as an advertising medium allows consumers to see ads on the go. This becomes one of the OOH advertising strategies before launching an interesting campaign idea, as it can provide wide and repeated exposure. Moreover, it can increase brand awareness.
Digital Out-of-home (DOOH)
With the utilization of technology, DOOH allows for more dynamic and engaging advertising visuals. Its advantage also lies in the ability to customize the content with time and target audience.
Sticker Ads
This format provides flexibility in promoting brands across various media. More affordable cost is one of its advantages, and can be applied in strategic locations.
Outdoor Advertising Marketing Strategy
As explained earlier, creative marketing ideas or OOH advertising strategies can be done offline, for example by using Billboards. This media not only supports the marketing concept, but also provides wide visibility.
To ensure more effective use, companies can learn offline advertising strategies, one of which is with Billboard, through the following explanation.
1. Choosing the Location
It is very important to pay attention to the location as a major factor in the success of outdoor advertising. Choose a place that is crowded and frequently traveled by your target audience. For example, if your audience is office workers, place ads in business areas or near shopping centers and public transportation.
2. Choosing Advertising Media
The first step to take in the OOH advertising strategy to create innovative marketing is to choose the promotional media that will be used. By determining the chosen media in advance, companies can more easily design appropriate marketing concepts.
Advertising media such as MobileLED can be an excellent choice. This channel has the advantage of displaying company advertisements along the desired path.
In this way, the promo is not just limited to one place, but can appear in various strategic locations. As a result, it can reach a wider target audience, as well as attract the attention of nearby motorists and pedestrians.
3. Setting up the Marketing Concept
After choosing the right marketing channel, it is time to design a suitable concept for your product. By choosing an effective approach, business marketing goals will be easier to achieve.
One example of an advertising campaign that successfully used OOH advertising strategy to increase engagement is MakeOver’s cosmetic product campaign. MakeOver relied on Mobile Showcase as an attractive promotional and brand activation medium.
In this event, visitors could see the latest products and try out the Korean-style photobooth. Not stopping there, visitors also had the opportunity to get MakeOver makeup products for free by participating in games.
Through this activity, MakeOver was able to boost audience engagement, both in person and online. The brand also combines offline and online interactions, resulting in stronger brand experience and social media engagement.
4. Attractive Design
An attractive design and clear message are essential in outdoor advertising. Companies need to use contrasting colors, easy-to-read fonts, and strong visual elements to grab attention quickly. The message should be short, clear, and easy to remember so that it can be immediately understood by the audience.
5. Combining with Digital Marketing
Integrating OOH advertising strategies with digital campaigns can expand the reach and increase the effectiveness of promotions. For example, companies can add QR codes or links to social media on billboards to encourage further interaction online.
Companies can also use customized hashtags that audiences can use to provide their experiences on social media. This not only increases interaction, but also provides valuable data for campaign analysis.
Enhancing Promotion Strategy with Outdoor Advertising
To achieve an effective promotional strategy, a customized approach to business needs and characteristics is indispensable. Outdoor advertising, with its wide reach and visibility, can be an important element in strengthening a brand’s presence before the audience.
For optimal results, it is important for companies to choose OOH advertising strategies such as strategic locations to linking campaigns with digital channels. By continuously exploring innovative and creative marketing strategies, businesses will be able to grow steadily and achieve greater success.
