It often begins with answering the right set of questions before you kick start your ad campaigns.
1. What is the primary goal of your campaign?
Every advertising campaign has its own goal. It can be either one of the following.
Brand / Product Launch: When you are introducing your brand to the masses or introducing a new product from your brand for the first time. It is commonly denoted as a Brand Awareness campaign.
Social Lift Campaigns: Out of home advertising has a strong potential to build and generate social conversations. Social proof is a strong contributing factor to a brand’s image in the market. If you want people to talk about your product online or take an online action after seeing your outdoor ad, your campaign falls under this category.
Driving Conversions / Sales / Downloads / Subscriptions / Store Visits: Depending on the type of your business, you can pick one word from the title as your end goal. Whatever be your conversion campaign, the right out of home ad campaigns can help you strike gold.
2. Who are your Target Audience?
Having a clear understanding of your target audience persona will help narrow down the targeting. Do they go to school or work daily? Where do they live? Where do they work? How do they commute? It is hard to put every prospective customer into a single box but once we start this exercise, it is easier to segment them into target audience profiles. If the majority of your target segment takes the public transit to work, it makes sense to invest in transit ads rather than billboards along the highway.
There are a wide variety of outdoor advertising methods like static billboards, transit ads, bus wraps, truck ads, car wrap advertising, digital billboard advertising, bus shelter advertising. Each type of advertising has its own costs, advantages and disadvantages. Depending on your target segment and their whereabouts, a budget has to be factored for the ad campaigns. With this predetermined budget, it is easier to pick and choose multiple outdoor advertising mediums to get the most bang for your buck.
4. Is the ad creative serving the purpose?
The well-known mantra of KISS (Keep.it.simple.silly) works well in outdoor advertising as well. In order to create an effective ad creative, let’s drill down further with a few questions that needs answers. Is the messaging easier to understand? How long does it take for the audience to grasp the message? Is it visually vibrant? Is it self-explanatory? If the answers for the above questions are figured out, the creative is all set for deployment.
This is pretty much related to the goal of your campaign. It is important to check if the ad creative nudges the target segment towards a practical takeaway which is aligned with the primary goal of your campaign. It can be an app download or an online sign up or a social conversation or just brand awareness.
6. What are your Learnings from past Advertising Campaigns?
Taking stock of the performance of previous outdoor advertising campaigns can provide a lot of pointers on what worked and what didn’t. It then becomes easier to scale the most effective ones and cut down on the advertising mediums that did not yield significant results.
Source : www.stuck.ai
