Many individuals around the world, including residents of Indonesia, look forward to various events. The effects of these events are felt by both buyers and sellers. Why does this happen? The reason is compelling campaign ideas. Of course, this support comes from the strength of the advertising strategy and the right OOH location. So, what exactly is OOH in the context of a campaign?
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Understanding the Concept and Knowing the Ideal OOH Location
Out-of-home advertising (OOH advertising) is a term for advertisements placed in various outdoor locations. In Indonesian, OOH means “out-of-home advertising”. The goal is to attract the attention of many people who are doing activities outside.
The Power of Outdoor Advertising in an Engaging Campaign
OOH advertising serves to attract the attention of many people. This is related to the increasing activity outside the home, for example when visiting shopping centers, restaurants, and other places.
Outdoor advertising consists of several formats, including:
Static Billboard
This format provides a high visual display in strategic locations, such as in Bogor City. This billboard can attract the attention of many people even in a short time.
Transit Advertising
By utilizing public vehicles as advertising media, consumers can see advertisements while traveling. In addition, this method is also one of the OOH advertising strategies before introducing an interesting campaign idea, because it is able to provide broad and repeated exposure. It also helps in increasing brand awareness.
Ad Marketing Strategy by Choosing the Right Location
Paying attention to the location is a major key in the success of outdoor advertising. Choose a location that is busy and frequently traveled by your target audience. For example, if your target is office workers, place the ads in business areas or near shopping malls and public transportation.
Below is a breakdown of ideal OOH locations to attract audiences in Makassar.
AP Pettarani Road
AP Pettarani Road is the main road that runs from north to south in Makassar. This location connects various important areas, including business centers, educational areas such as Hasanuddin University, as well as shopping centers such as Nipah Mall and Panakkukang Mall.
The reason why AP Pettarani is such a strategic location:
There are many vehicles passing by throughout the day.
It is traveled by people from all walks of life.
There are many intersections that allow drivers to see advertisements for longer.
There is infrastructure such as overpasses that make it easy to place large LED billboards.
Jalan Boulevard Panakkukang
The Panakkukang area is known as a highly developed commercial and business area. Jalan Boulevard is the main axis that connects famous shopping centers, hotels, restaurants and eateries.
The advantages of this location for OOH advertising:
A gathering and shopping place for the local community.
Direct access to Panakkukang Square and other entertainment venues.
Many pedestrians and private vehicles passing by.
Suitable for consumer goods, lifestyle, and food and beverage promotions.
Sultan Hasanuddin Airport (Arrival and Departure Areas)
As the main gateway to Makassar and Eastern Indonesia, Sultan Hasanuddin International Airport is the perfect place for premium advertising.
Advantages of this location:
Able to reach the middle to upper class, including business people and tourists.
Arrival and departure areas allow enough time for passengers to see the ads.
Ads placed in locations that look exclusive and premium can enhance brand image.
It is suitable for national brands, property, banking and technology sectors.
Soekarno-Hatta Port Makassar
As one of the busiest ports in Eastern Indonesia, the area around Soekarno-Hatta Port experiences a high flow of people and goods. This makes it quite a strategic OOH location, especially for industries, logistics, and basic necessities.
Pros:
Reach audiences from various provinces and regions in eastern Indonesia.
High repetition rate from port workers and logistics drivers.
Potential to increase brand awareness for B2B and logistics products.
Losari and Jalan Penghibur area
Losari Beach is a tourist icon in Makassar that is always crowded, especially in the evenings and weekends. Jalan Penghibur, which faces the beach, is an ideal place to display outdoor advertisements targeting tourists and locals.
Strategic reasons:
This location has many pedestrians.
Often used for events, concerts, and other public activities.
It is a popular spot for selfies and social media content, so advertisements can appear organically in various posts.
Makassar Flyover (Jalan Urip Sumoharjo to Jalan AP Pettarani)
The Makassar flyover is a symbol of modern transportation in the city. The area around the flyover is a strategic point that often experiences congestion, which allows ads to be seen longer.
Pros:
Many vehicles from different directions gather at this point.
Ads placed in the right location have attractive visuals.
Suitable for the use of digital advertising such as videotron due to its high visual appeal.
South Veteran Street and Around Central Market
The South Veteran area connected to Pasar Sentral is the traditional trading center in Makassar. Although not as modern as other business centers, this location is still strategic because it reaches the general public.
The advantages of this location:
It is frequented by people with moderate to low income who are targeted by many daily products.
Full of activity from morning to evening.
Very suitable for marketing FMCG products, microfinance services, and e-commerce.
Makassar has many strategic locations for outdoor advertising that can be customized according to the target demographic, product type, and campaign objectives. Places like Jalan AP Pettarani and Jalan Boulevard Panakkukang are ideal for big brands with wide reach. On the other hand, places like Soekarno-Hatta Port and Veteran South are more suitable for industries or traditional markets.
With the right strategy and careful selection of OOH locations, an outdoor advertising campaign in Makassar can have a great impact on brand visibility and image.
