OOH for Effective
Frequency and Reach

Month: April 2020

Outdoor advertising, better known as Out-of-home (OOH), increases consumers’ interaction with a brand and is likely to compel them to act. 

 

In advertising effective frequency refers to the number of times a consumer must be exposed to an advertising message before a response is made, according to Wikipedia. In marketing, there is the Rule of 7. According to this rule, a consumer needs to be exposed to or interact with an advertising message at least seven times before they are likely to act. 

 

Importance of OOH in Advertising Mix

The Rule of 7 highlights OOH’s vital role in the advertising mix. The use of cross-channel strategies helps to maximise reach and retarget customers. This means that your audience is being exposed to your brand on different mediums for your brand to get to the Rule of 7. 

 

Using cross-channel strategies means a consumer is exposed to your brand through different mediums which means the effective frequency can be reached quicker than only using one advertising channel. A consumer may, for example, see your brand on social media, television and hear about it on the radio. By seeing your brand again via OOH, you are one step closer to effective frequency. 

 

Reach and Frequency 

Reach is defined as the total number of different people exposed, at least once, to a medium during a given period. In advertising reach without frequency equates to a failed marketing campaign and a waste of money. 

 

Effective reach is defined as the percentage of the targeted audience that is exposed to a particular advertisement during a specific period that leads to the purchase of a product or service. When developing an advertising campaign, thought must be given to the importance of reach and frequency for the specific campaign and how to maximise either one of them. 

 

Reach is usually maximised in an advertising campaign when launching a new product or service. It can also be maximised to improve sales or when focusing on a specific promotion. 

 

Frequency is usually maximised to ensure exposure to a certain audience. Brands that want to establish themselves will also maximise frequency or to improve trust in their brand. 

 

All advertising campaigns are unique because of amongst other things the medium used, the location, the impact and the product or service advertised. Reach and frequency will thus depend on these factors and the execution of the advertising campaign. 

 

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Outdoor advertising, better known as Out-of-home (OOH), has always been a very effective medium for targeting a specific audience.

 

Audience targeting is one of the big trends for 2020 and it’s becoming even easier to reach exactly who you want and when you want.

 

In today’s hyperconnected world it has, however, become more difficult to stand out. Knowing who your target audience does not necessarily mean that you will be able to target them sufficiently.

 

For this reason, audience targeting involves not only knowing key demographic information but also knowing which locations your target audience is visiting, their interests and knowing how they use different media.

 

It involves collecting enough information to build profiles of your different consumer segments. By going this, you will be able to understand what else they shop, when they shop and where they shop. In so doing you will have a better understanding of which marketing channels will be best suited to engage with them.

 

Mobile locational data marketing gives way to personalized context and with improvements in real-time, it is allowing OOH to become hyper-targeted. This could, for example, mean that a shopper can be targeted to receive offers based on location, time and even weather and that OOH media units can be personalized to their context.

 

Location data can also be used to determine ideal target markets, develop audience profiles, analyse audience patterns and improve the efficiency of campaigns.

 

With the use of cross-channel strategies, you can maximise your reach and retarget customers. This means that your audience is seeing you all over and of the mediums will serve as a reminder of your brand. For example, a consumer has seen your brand on social media, television and heard about it on the radio. By seeing your brand again via OOH, you are reminding them about all the times they have come in contact with your brand.

 

Ad blockers are very prominent on digital channels and people are becoming more tech-savvy which means brands need to be more creative in reaching their audience not only at the right time but also in the right circumstances.

 

The other integral part of audience targeting is personalising communication. Consumers are attracted to and want brands that speak to how they feel. They also want to feel that they are not just a number but that you are speaking to them directly.