In an era of increasing complexity in the Out of Home advertising landscape and economic challenges impacting marketing budgets, oOh!media’s National Sales Director Mark Banbrook takes us through the five crucial tools that are vital for a successful OOH campaign.
As the Out of Home (OOH) landscape becomes more complex and the current macro environment continues to put pressure on marketing budgets, there’s no better time to get back to basics. At oOh!media, we are proud to unveil our latest roadshow ‘Your Unmissable Advantage’, the toolkit to propel OOH performance and achieve remarkable results. Let’s look at the five key essential tools for a successful OOH campaign.
As we all know effective advertising starts with reach. OOH is one of the most powerful media channels for generating quick and efficient reach. At oOh!media, with our extensive network of 4,000+ assets, we provide the largest reach across OOH in New Zealand, making us the most effective way to engage with audiences at scale. For the first time ever oOh! can now report a unified audience of 3.67m per month across our Street and Retail networks combined. As well as providing high levels of reach, OOH also helps amplify the performance of other advertising formats especially when combined with TV and digital, helping to deliver business results at every stage of the buying funnel.
Frequency is the secret ingredient that unlocks the superpower of OOH. Reach without frequency is unrealised potential. Unlike TV, radio, or social media, which rely on interrupting their audience with ads to gain attention, OOH advertising draws attention towards it passively. This allows us to utilise higher frequency levels to connect with our audience without any negative consequences or creative fatigue. In todays fragmented media world with audiences dispersed across any number of platforms, frequency is more important than ever for a successful OOH campaign.
Big screen energy? At oOh! we say it’s not the size of the screen it’s who, what, where and how you use it. Impact and attention in OOH advertising goes well beyond screen size. We recognise that true impact is a result of careful consideration of various elements. Audience mode generally drives the most impact as this dictates how much time consumers have to engage with creative and distill the message. This is especially true in retail environments and for street furniture in high foot traffic areas such as the CBD. While a lot of people think that size = impact, there are other equally important factors such as site orientation, location, apparent size, and illumination.
To drive impact across our networks there is a lot of criteria that is assessed when deciding on panel locations. Site lines, traffic (both pedestrian and auto) and average dwell times are but a few. With our goal being 100 percent opportunity to see, we guarantee the best quality OOH network which provides high levels of impact and attention, allowing brands to effectively engage and activate their consumers.
In a time where Marketing Managers are tasked to achieve more with less, cost efficiency is king, queen and everything in between. Only oOh! can execute the most effective and cost efficient OOH campaigns. This is achieved at every step of our business starting with our network coverage and focus on highly visible inventory. This high quality network scale ensures we deliver unrivalled reach and frequency, which through our competitive pricing models then allows us to drive some of the lowest CPMs in the New Zealand market.
In today’s evolving media landscape, reaching diverse audiences is essential. We understand this and emphasise the importance of audience delivery. Our recent study, “How Kiwis Move,” sheds light on the changing demographics of New Zealand. OOH remains one of the most effective channels for reaching a variety of audiences at scale. With our targeted broadcast advantage, advertisers can tailor their creative to engage with local audiences, resulting in more impactful and resonant campaigns.
When you work with oOh! you gain access to a complete OOH toolkit that combines reach, frequency, impact, cost efficiency, and audience delivery. This holistic approach ensures that your OOH campaigns deliver the highest performance and achieve your marketing objectives. Our focus on visibility, reliable audience data, and cost-efficient engagement at scale sets us apart in the industry.
It’s time to take your advertising campaigns to new heights with oOh!media and unleash the full power of OOH.
