Successful advertising isn’t just about creativity—it’s about strategy. In OOH advertising, data plays a critical role in designing campaigns that connect with the right audience and achieve measurable goals.
Let our media experts guide you on how to build a data-driven OOH campaign and the metrics that prove its success.
Step 1: Define Your Campaign Objectives
Before you start, ask yourself:
Are you aiming to increase brand awareness, drive foot traffic, or promote a specific offer?
What does success look like for your business?
Example: A local gym may focus on building brand awareness during the New Year’s resolution rush, while a retailer may aim to drive in-store traffic during a holiday sale.
Step 2: Select Strategic Billboard Locations
Use data to choose locations with high visibility and traffic volume.
Consider audience demographics and pschographics: Is your target market commuting through these areas? Where do they spend the majority of their time or participate in the activities you're trying to target?
Tip: Our billboard inventory is Geopath rated. Geopath is the industry standard measurement tool that provides impression totals for each of our billboard faces. Impressions can help identify high traffic areas and ensure your campaign is being seen.
Step 3: Leverage Key OOH Metrics
Impressions:
Understand how many people are likely to see your ad.
Choose locations that maximize impressions for your budget.
Reach & Frequency:
Ensure your campaign reaches a wide audience while maintaining consistent exposure.
Aim for 3–5 exposures per individual to increase recall.
CPM:
Calculate the cost per thousand impressions to evaluate efficiency.
Step 4: Create Eye-Catching Creative
Keep your design simple, bold, and easy to read.
Use messaging that resonates with your target audience and aligns with your goals.
Tip: Include a clear call-to-action (CTA) in your billboard design, such as a website or phone number.
Step 5: Measure and Optimize
Monitor performance using metrics like impressions and CPM to determine your ROI. Analyzing your online channel performance (website traffic, social followers, etc.) for the duration of your OOH campaign are also great indicators to determine campaign effectiveness.
Adjust creative, locations, or timing to improve campaign results.
A data-driven approach to OOH advertising ensures that your campaign is not only creative but also effective. By leveraging the right metrics and tools, you can maximize your impact and achieve measurable results.
Let Verde Outdoor help you craft a data-driven OOH campaign that meets your business goals. Contact us today to get started.