Planning your marketing strategy for the remainder of the year or for the next? Consider
upgrading OOH to be a key player in your marketing mix. Before setting up your
campaign, here are four questions to make most out of your OOH budget.
1. How are your target markets doing?
Before you launch an advertising campaign, you need to understand the goods and
bads of your target markets. Make sure you gather market-specific insights, including
cost data on the lowest and highest advertising unit prices, average CPM (cost per
thousand advertising impressions), potential reach and ad unit availability.
Beyond that, it’s important to consider these questions: Are you seeking saturation or
domination of a specific market? Do you want to spread your coverage across
numerous regions or target fewer, more select geographic areas to extend your media
budget? No matter which route you take, gather data about designated market areas in
Cyprus to get a clearer picture and help you optimize your campaigns in the markets
that matter most for you.
2. What could be similar markets you could advertise in?
When it comes to OOH, many marketers can’t help but zero in on top-tier markets.
Besides the fact that those markets are typically expensive, exclusively focusing on
places like Limassol or Nicosia. Also risk limiting brand exposure in other powerful
markets, even if they have less cachet. You don’t want to make the same mistake.
Remember, consumers are everywhere, and various markets can drive similar positive
results.
Say you’d like to build upon campaigns in Paphos or Larnaca, identify look-alike markets
that share similar characteristics. By looking beyond top-tier markets, you may be able
to save money and gain efficiency.
3. What’s your creativity level?
Creativity is limitless with OOH and that’s good for your budget. For starters, there’s an
antiquated notion that outdoor advertising is limited to billboards, when in fact the
medium ad formats of all shapes and sizes. From bus benches and digital kiosks and
everything in between, a mix of OOH formats can enable advertisers to take their
campaigns further and launch well-rounded and interesting campaigns.
One way to see what is working in the real world is to explore successful creative
executions from past campaigns. And don’t neglect to consider the full range of out-of-
home ad formats available, from wild postings, mass-transit wraps, bus shelters and
street furniture to point-of-sale displays, kiosks and, yes, static, mobile and digital
billboards from around the country. Referencing what’s been successful and finding
inspiration in past creative can help your team have a better eye for what can work for
your campaign today.
4. What kind of investment are you looking to make?
To nail down your specific investment level, start by identifying your goals. Are you
looking to introduce your brand? Do you want to drive consumers to a physical location,
make online purchases or engage on social media? Once you understand your goal and
have a sense of your budget, you can take the pulse of your industry by exploring what
your competitors are doing. By determining your goals, you can pinpoint just how much
of an investment you should make in different areas to see results.
Your team should keep these considerations in mind as it works to shine a light on
target markets and gain insights into the best regions for their needs. These steps can
help you protect your OOH advertising budget in the New Year and beyond. The only
thing left to do is get started.
