No matter the campaign objective, Out of Home's (OOH) role in the media mix is proving fundamental for brands seeking to maximise ROI.
FMCG brands must build brand awareness and increase consumer consideration of their products in a busy and competitive category rather than solely relying on point-of-purchase prompts. OOH is best positioned to engage consumers throughout their daily journeys to help achieve both short-term sales goals and long-term brand growth.
To ensure you get the most out of your OOH campaign, here are five tips to maximise ROI:
The Power and Importance of Reach and Scale
Plan your campaign to maximise reach. One of the most significant contributors to ROI is audience reach. Campaigns planned to maximise audience delivery drive a 24 percent stronger ROI than those planned purely to location. oOh! has the largest OOH network in New Zealand, combining shopping centre advertising with roadside bus shelters, unlocking access to over 4,500 portrait panels and a potential reach of 3.67 million kiwis nationwide.
Combining Formats Unlocks More Points of Interest (POIs)
Instead of buying across an entire network, a layer of POI targeting can effectively reach as many customers as possible, taking journeys where transactions can follow. oOh! delivers proximity placement (within 1km) to 266 unique supermarkets nationwide. By opening campaign parameters from a single format (e.g. shopping centre panels) to multiple formats (including bus shelter panels), a 20 percent uplift in ROI can be achieved.
The Benefits of Frequency
OOH plays a crucial role in priming customers in multiple locations. Frequency (repeated exposure to the ad) is critical to ensuring memory encoding and the cumulative impact of your campaign is achieved – the network effect.
Be seen in more places, access more mindsets, and more moments of consideration. Purchase decisions are not always linear.
Creative Opportunities – Get the Most Out of Your Canvas
Reaching your target audience (new or existing) accounts for almost 60 percent of ROI generation in OOH; cutting through and delivering your message effectively accounts for the remaining 41 percent. Consider creative design factors such as the mode of transport – is your customer in a vehicle (short time to consume advertising, simple copy, bold branding), or is your customer a pedestrian (longer dwell time, more complex copy)? Also, consider format capabilities such as video to optimise messaging and deliver impact.
Context is King
With a creative purpose built for the format, the next consideration is how to maximise the relevancy of the message. Creativity is built for the time of day, day of the week, seasonality, and weather – factors most relevant to adapting your message and engaging customers in each moment of their day. Bringing in data to make digital creative more contextually relevant delivers a 57 percent uplift in ROI. See some creative examples of this within the article.
For more information, contact oOh!media at oohmedianz.com.
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