How to determine the target audience needs to be considered when you want to place OOH advertisements. OOH advertising itself stands for Out Of Home. This means that the ad is indeed placed outdoors and is intended for audiences who are outside the home.
The examples are quite diverse. Starting from billboards, videotrons and many more. Installation also varies as well as on the side of the road, public transportation waiting rooms and others.
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How to Determine Target Audience Well
Before designing a marketing strategy, an important first step is to understand who your target consumers are. Broadly speaking, target consumers are groups of people who are most likely to be interested in or buy the products or services offered.
Often, the terms target market and target audience are considered the same, even though they have fundamental differences. A target market refers to a large group of consumers that a business primarily targets, while a target audience is narrower and usually aimed at a specific campaign. Recognizing this difference allows you to design more targeted marketing and advertising strategies.
Accurately determining the target consumer greatly influences the success of a marketing campaign. A strategy geared towards the right consumers not only increases advertising effectiveness, but is also able to build stronger engagement and generate a higher return on investment (ROI).
The sharper the market segmentation, the greater your chances of reaching consumers who really need the products or services you offer. To make it easier to know the target audience, be sure to understand how to determine it in the description below.
Based on Demographics
One way is to review based on demographics. In this case, consider the age, gender, occupation, education and family status of the audience.
From these demographics, it becomes easier to determine which target audience is suitable for the brand, media and location of OOH advertising. For example, you want to advertise toy products for children aged 3 to 6 years.
The OOH ad can be installed in the playground area. This can more easily steal the attention of children and parents who are on vacation at the playground.
In addition to location selection, also adjust the design and advertising message. If targeting children, it is better to display ad visuals as interesting as possible.
Do not hesitate to use striking colors to give a cheerful and festive impression. Usually, children will be more easily attracted to these advertisements.
Based on Shopping Habits
The next way to determine the target audience for OOH advertising is based on shopping habits. In this case, there are several things that need to be understood.
These things include frequency of purchase, brand loyalty, purchase method and source of information. By looking at these shopping habits, it becomes easier to develop marketing strategies effectively.
From here it can be easier to adjust the location to consumer shopping habits. An example is to advertise beauty products in the shopping center area.
Then use attractive promos such as flash sales or exclusive offers. Audiences will be more easily attracted to buy these beauty products.
Don’t forget to use a call to action. For example, “Get massive discounts only today!” This way, the audience will be more enthusiastic to buy it.
Based on Psychographics
What is psychography? In general, psychographics is the study of a person’s personality, values and interests when making purchasing decisions. Because of this, psychography focuses on behavioral patterns and motivations.
Regarding psychographic factors, they also vary. Starting from values and beliefs, personality to lifestyle.
Interests and hobbies also influence it. Audiences who like make-up, of course, are more interested in advertisements related to beauty products. For example, powder, lipstick, eyeliner and others.
For the application of psychographics in determining the target audience for OOH advertising, just choose a strategic location placement according to their lifestyle. For example, if you want to advertise fitness products, then you can place it in a sports center.
When placing advertisements, choose colors as well as attractive billboard designs. If targeting the exclusive segment, you can choose neutral colors.
Color selection does need to adjust the audience segment. This can further increase the audience’s focus on seeing the advertisement.
As is known, the audience tends not to want to see advertisements with colors that are not to their taste. Therefore, don’t miss this one point when you want to determine the target audience well.
Benefits of Being able to Determine the Right Target Audience
When able to determine the right target audience, you can get a number of benefits. The main benefit is that advertising can be more targeted.
Because it is right on target, the advertisement is able to increase the number of product sales or use services or services. This can have a positive impact on business turnover.
Business turnover can increase. This benefits business people because they can use it to expand their business. It is not impossible if the business can open a business branch.
Billboard and Videotron Utilization
After knowing how to determine the target audience well when you want to place OOH advertisements, also understand the media examples. Thus, the advertisement can function optimally and provide satisfactory results.
For examples of advertising media itself in the form of billboards and videotrons. To advertise using a billboard or videotron, you can install it in a strategic location. That way, brand visibility can be better from day to day.
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