Whether you’re lost in the woods of DOOH marketing or just want to check on every aspect of your future campaign, we’ve got you covered. Go through our ultimate checklist and make sure that you did everything right before you push the button and run the campaign.
We have the required expertise in the field of digital out of home advertising. It’s time to share the knowledge and help every business owner to create DOOH campaigns that actually delivery.
Today we’ve prepared a comprehensive checklist that will work as a cheat sheet for you if you’re working on a DOOH marketing campaign. Read on and avoid the common mistakes by sticking to our checklist.
What Is DOOH?
First of all, let’s start with the basics – the very definition of the DOOH.
DOOH advertising is the kind of campaigns that aim to reach potential clients while they’re outside their home. Therefore, we’re dealing with outdoor screens and digital signage. As a digital signage company, we have an expertise in the digital out of home advertising market, so let us show you the way we do it.
Determine The Goal of Your DOOH Advertising Campaign
You’ve got to know what you aim for. The famous saying about life states that without the goal you can’t score, the same principle works in advertising. We genuinely believe that those trying to run a DOOH campaign without a particular goal will just waste their money.
Are you trying to sell something? Is it about the services you want viewers to try? Or are you working on general brand awareness? These and other questions should be asked before you even start the work. Otherwise, you’re not going to succeed.
Do the Research of Your Potential Target Audience
So let’s say you’ve determined the reason why you start this campaign and know the goal of your DOOH ad. The next step will be determining the people you want to reach out to.
Since we’re dealing with outdoor advertising, we’ve got to take into account the number of people your ad will interact with. All these people have different tastes and different preferences in life, work, and entertainment.
Your task is to reach a particular group of people with specific interests that will find your product or services useful. Make sure you do detailed research on the potential client you’re dealing with. Highlight the fundamental characteristics of your target audience and prepare your campaign for them.
Calculate The Budget for Your Digital Out of Home Advertising Campaign
The budget is everything when we talk about the advertising world. Of course, there are cases when people managed to make an impressive campaign that went viral without significant expenses, but these are just rare gems. And anyway, you’ve got to know what is the amount of money you can expect to work with.
Money affects many aspects of your future DOOH campaign development:
- What designers, copywriters, etc. you can hire.
- What deadline you’ll manage to secure.
- What locations of DOOH you’ll be able to rent.
- What type of content you’ll be able to develop.
As you can see, the budget is the cornerstone of all DOOH campaign elements that you’ll work on, so make sure you pay enough attention to it.
Choose the Format of Your DOOH
Will it be a video ad, or will you use interactive touch screen features? Do you need sound for that or text will be enough?
These and other questions should be asked at the beginning, so you could know what specialists you’ll need and what kind of content you’ll have to produce for your DOOH ad campaign.
Also, here is the list of the most popular DOOH formats that digital out of home advertising companies are offering:
- Large Format
- Venue-Based, Public Spaces
- Custom Formats
Depending on the location and format of your DOOH, you may need to approach your campaign differently. Content-type, how long your ad should be, etc.
Determine the Action You Want Your Viewers to Take
The well-known call-to-action elements are essential nowadays in any type of marketing content. That’s understandable, cause you’ve got to engage your potential client and guide him in the right direction, so he could find the product or services you provide.
After he/she sees your campaign, he must know what’s next and how he can interact with your brand. Make him do what you actually need him to do, don’t just let him know that you have a great product. Don’t give him the fish, give him the fishing rod.
Determine How You Will Track the Engagement
Now when you already know the actions that you want your users to take, you’ve got choose the best way to track down those actions. Otherwise, you just won’t be able to know how successful your campaign is.
There are several ways to track down the interactions with your DOOH campaign:
- Coupon codes
- QR codes
- FB messenger codes
- Unique URL
- Keyword used in an offline store
These things will allow you to see how many users used your call-to-action and measure the success of your campaign.
Prepare the Content for Your Digital Out-of-Home Advertising
Depending on the format of the DOOH campaign that you’ve selected, you’ll need the corresponding types of content prepared for the ad.
Follow the general guidelines for content development to make your DOOH a success. Pay attention to details and approach every piece of content as a part of a big picture. You want your campaign to be self-sufficient and effective. To achieve that, you’ll need all the content aligned: images, audio, texts, designs.
Learn how to create effective content for DOOH and stick to the guidelines we’ve discussed in our previous article.
Test & Make Necessary Adjustments
It’s essential to perform multiple ‘test drives’ of your DOOH campaign with a few focus groups to make sure that every detail is working as needed.
While you get the feedback (no matter good or bad), you can make necessary adjustments before your campaign is live. This way, you’ll ensure that your campaign is efficient and works just as you planned.
Now Is The Time
Digital out of home advertising statistics show that 80% of the people tend to look at the messages displayed on the outdoor advertising screens. Now you know how to tailor an excellent working DOOH campaign, so now is the time to act. Use our checklist to see whether you missed anything and enjoy the results of your productive work.