Lessons Learned in Local Media Planning
Ever since we opened up our platform last month, we’ve had the opportunity to work with a number of local advertisers and businesses both here in New York City and across the country. Along the way, we started to see some common themes and want to share them with you:
1. OOH is so much more than just billboards!
While billboards are a big part of outdoor advertising, don’t get hung up on a particular medium - each has its own benefits. Phone kiosks, bus shelters, and other street level media attract eyeballs during morning and evening commutes. Digital OOH video networks in cafes, retail stores, and health clubs keep viewers engaged by placing ads alongside relevant and entertaining content. Airport media is a great platform to get your message in front of high income business travelers and mall placements target consumers right at the point of purchase.
2. Location! Timing! Activation!
The old adage says that it’s all about location, but we think timing and activation are equally important. In order to promote a sale or an event, you’ll want to start your campaign 2-3 weeks before your event. OOH media is usually sold in 4 week increments.
A strong activation or ‘call to action’ can dramatically improve your ad’s effectiveness. A great piece of art is just that - art - but it won’t necessarily bring people to your event, store, or sale. If you want customers to come to your store or buy something in particular, tell them that in your ad! Be creative and get users interested in your business. Tell them where you are, what you do, and how to get in touch with you. A phone number, QR code, or URL will direct users to you. The best outdoor advertising starts a conversation and builds a relationship. Reward customers that engage with your advertising.
3. Never underestimate the post-sale!
Signing a contract secures your ad space, but you aren’t done yet. You still have to finalize, produce, and deliver your art to the media operator who will install it. Most operators ask you to deliver your materials 7-10 days in advance. Even the best media agencies can find themselves in a time crunch because of last minute changes - so remember to plan ahead! In order to avoid rush fees or missing your start date, we recommend signing a contract after your art is finalized.
At ADstruc, we’re eager to show you how easy it is to promote your business using Out-of-Home media. Stay tuned to our blog and visit ADstruc.com to start your next campaign!
ADstruc’s blog - we’ll teach you outdoor advertising from the ground up
So the ADstruc blog officially opens…just as we prepare to open our online marketplace for outdoor advertising. As if I don’t have enough to do, I am now committed to keep up a blog – so bear with us as we go through this, but I plan on providing some general information around the industry. We’ll touch on topics like how-to buy outdoor and how to get your creative designed and printed, as well as what other outdoor advertising is there besides billboards (think lamp posts, pay phones, wallscapes, and more). Our content will focus on helping make the process of buying and selling easier and more profitable (hey that’s our motto, so I guess we should do it eh’)
Over the last year we have talked to as many people as we could in this industry to learn more about outdoor, listen to people’s passion for this business, their problems, and the opportunities currently in outdoor advertising, as well as discuss how ADstruc can help. What a great industry with an incredible footprint, made up of so many experienced people. Our learnings, mixed with their experiences have enabled us to build a platform by the industry, for the industry.
I can’t promise you this will be a weekly blog, but come sign up for our RSS feed (coming soon) or follow us on twitter @adstruc and check back often to follow our learnings, our thoughts, product updates and overall, our passion for outdoor advertising.
The ADstruc Team