Understanding Strategy and Design Tips for Effective OOH Advertising

First in a series…

Advertising media comes in many shapes and sizes – print, video, radio, banner ads, OOH and more. Once you’ve decided who your audience is and what their media consumption habits are, and have decided your media of choice, the next step is creating captivating, engaging content that once exposed to your ad…your audience will read your message!

However, it’s more than just finding the right media for your audience, it’s understanding the media, and where and how your audience is interacting with it to help determine ‘what to say’ and ‘how to say it’.

While the agency account teams and brand managers write and re-write creative briefs, once it gets into the hands of the designer, that’s when the words come to life. Remember though that ad design that works in print may not translate well to video or to out-of-home. Each media vehicle has its own nuance.

Adcorp offers out-of-home, in-store supermarket advertising media programs to our customers, and have been doing so for over 10 years. It’s our ‘thing’, and like the old KFC jingle…’We do OOH right’.

Not only are our out-of-home print and digital in-store programs effective, targeted advertising vehicles, we also have a design team that knows this medium and what works best in terms of effective, engaging design and have worked, successfully (read: patiently) with our customers to help them understand what design techniques work best.

This blog is a first in a series of tips compiled from our strategists and designers to help other designers and clients using this medium to understand the best approach and design aspects for out-of-home advertising.

First, let’s start with Strategy…

Tips For Developing a Great OOH Creative Strategy

More often than not, out-of-home media serves as a branding tool to generate awareness of your brand, and what it stands for.

That said, here’s what you need to know to make your ad effective and engaging.

Think about your business

Identify your strengths and let them shine! Think about your business in a more abstract way. It may help to try to view your business from the point of view of your customers/clients. What is it about your business that makes your clients choose you? What makes you different from the competition in your area? How do you want customers to feel about your business after they view your ad – what’s the ONE THING you’d like them to remember about your business.

Think about the space

OOH advertisements are everywhere, and we engage with more ads out of our home than ever before! Where will your ad be featured? Is it a static print ad or a video/motion graphic? Think about where your ad will be and try to connect to the people passing it. Visit the location where your ad will be featured. How will your target be engaging with your ad.

Focus on a single message

Choose one main point that you would like to convey to your audience and stick to it. Focus on the one thing that makes your business stand out from the competition and shows the end benefit of choosing you, specifically. The benefit of your service may be the same as your competitor so think about the end-end benefit that is unique to you, something that may garner an emotional response (trust, safety, experience) vs. price, customer service, etc. The ad itself is to get them interested in you and to show how you differ. Make the message relevant to them.

Keep it simple – Less is more

It is most effective in this medium to keep the information about your business ‘short and sweet’ and to the point. Try not to be too clever or funny. If it takes too long for your audience to figure out what you are saying, you’ll lose them. Too many messages will only confuse a viewer and may end up ultimately taking away from your message rather than adding to it. It is important to keep it focused on that one central message. Since OOH media typically serves as a branding tool, steer away from elaborate messages and KISS ‘Keep It Simple, Stupid.’

So, embrace the thoughtful artistry of a simple design. OOH is not like standard print advertising which gives the user time to read the ad and digest the message. Typically OOH ads are placed in hi-traffic areas so the simple message repetition is what will build the branding message.

Remember, you only have a few seconds to capture a potential customer’s attention and an engaging, stunning image will capture their attention, and a concise, simple message will register your business name, and the benefit of your service. A clean, simple ad can do all those things at once.

Next in our series of ‘Design Tips for Effective OOH Advertising’ our designers will address the specifics of ad creation.

Advertising Tips for Business Seasonality

The winter and spring seasons are approaching! It’s important, now, for all businesses to be aware of the upcoming seasonal changes and how they might affect your business throughout the year. Changes in marketing, staff, inventory, pricing, etc. may have to take place in anticipation of the affect any season may have on a business. Weather, holidays, etc. are all part of ‘seasonal’ changes. Seasonality is a characteristic of any predictable change or pattern in a span of time that repeats over a one-year period. (more…)

OOH In-Store Supermarket Advertising

Trending of OOH Advertising Media

According to the Outdoor Advertising Association of America, OOH advertising is now a $29 billion market in the US and is responsible for approximately 6 percent of the $500 billion global advertising spending, outweighing TV advertising. Its revenue is expected to grow by 3 to 4 percent per year over the next five years to reach $33 billion by 2021 in the US.

As part of its increasing importance in the media mix, OOH market share has increased from 8 percent to 10 percent of traditional media advertising spending, which includes TV, print, radio, among other categories. Given the fragmented viewing habits of consumers and the fact that they are always on the move, it’s no surprise that OOH media is playing a more important role in media plans.

Supermarket advertising is one type of OOH media and refers to out of home media placement in the supermarket arena. Given the hyper-local aspect of this particular media, local and regional business utilize this media often so they can target shoppers in a specific zip code or DMA since those are the prospects most likely to utilize their services. National advertisers, specifically CPG brands, use this media since the advertising is at the store level, right at the point of purchase yet can also be an effective vehicle for generating an immediate purchase or long-term branding.

Forbes states that 70% of purchase decisions are made in-store by consumers; and it makes sense since shoppers spend an average of 41 minutes per visit, and go often, sometimes 2-3 times per week, so supermarket advertising offers not only exposure to the shoppers, but repetition as well, resulting in saturation of its message to the shopper.

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Supermarket Advertising Effectiveness

The Power of Local Connections

It’s not about reaching more people, it’s about reaching the right people, and for local businesses, it’s the Power of Local Connections.

The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers.

The need for marketing and media efficiencies in terms of reaching your best prospects at an affordable price is critical for today’s local businesses. Cutting through the competitive clutter so more consumers think of you, FIRST, will help you build your brand and your customer database.
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Why It’s Important for Local Businesses to Have a Web Site.

Small Business Websites in Irvington, NY

Why It’s Important for Local Businesses to Have a Web site.

It’s no secret that most people today use the internet to gather information for everything from buying baby clothes, to finding the doctor to deliver the baby who’ll wear those clothes. Smart marketers and business owners know that having a great Web site can convince a customer to choose your business or service over your competitor. If you don’t have a Web site at all, you can be almost certain you‘re losing business to other companies that do. (more…)

Search Engine Optimization : How Long Does It Take to See Results?

One thing that white hat SEO practitioners will always preach is that SEO is a long term process. It’s a marathon, not a sprint. Unlike other methods of marketing, where there is a more immediate result, it takes time to see the results of an SEO campaign. Understandably this is frustrating to most clients. They are spending money and time on SEO and they want to see that ROI. The ROI will be there, but just not in the short term.

Here are 3 reasons

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Online Reviews… Fact or Fiction?

 The short answer is…mostly both.

As business owners, everything is personal when it comes to our business. We are 110% vested – our time, our money, our reputation, you name it. After all, we were so passionate about something (a product or a service) that we gave up that cushy salary and risked it all by going out on our own – and all was right with the world. We’d offer a great product and/or service and be recognized for the wonderful work that we were doing. That was until social media and review sites took the liberty of bursting our bubble and then, BOOM. You come across a post on the internet where someone has bashed your company.
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Corporate Wellness = Company Zen

With the recent changes in healthcare and insurance rates affecting small businesses it seems Corporate Wellness programs have been percolating to the top in many company’s portfolios as it relates to hiring employees, benefits, and employee retention programs. In addition, I have found that there are many articles, discussions and posts about Corporate Wellness programs and their role not only in the ‘wellness’ of employees, but also how these programs help to build and contribute to the ‘wellness’ and ‘health’ of a company’s corporate culture and retention rates. That said, I thought it would be worth investigating what’s up with the workouts.
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THINK DIFFERENT.

This small business owners’ take on how those words should influence your brand strategy.

First….I have to say it… “Different” is being used as an adverb when it is actually an adjective and should have an “ly” at the end to be grammatically correct. Thanks for being patient. I had to get that off my chest.

Despite the intentional faux pas, Steve Jobs used this phrase to redefine the Apple brand, and to differentiate his company from his competitors by sharpening his focus on what made Apple Apple (at this point in tech history, it definitely wasn’t their balance sheet). The slogan came to encompass everything about Apple…their corporate culture, their dedication to creating insanely good products, their focus on creating the customer experience. It not only described the company, but drove its employees to live up to its’ message. The goal of “standing out” from the competition was eventually won as evidenced by the fact that they have become one of the most valuable companies on the planet and have competed and bested every other tech company on every level except one…price.

And they still won.
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Fresh Broccole

HELLO AND WELCOME TO MY BLOG.

This is my first posting…pretty exciting. This whole ‘blog, social media’ thing is new to me although I’d like to think of myself as a ‘progressive, techy’ kind of guy, (I pre-order every new Apple product, if that counts!), but I’m jumping in feet first since my marketing genius, Lisa Lindsay, an ex-Y&R superstar, told me, “a blog will help you to bond with your current and future customer base, create online buzz, be transparent, and help to communicate to your readers what our corporate culture is through your voice.” Sounded pretty good to me…she reads a lot.
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