Out-of-Home Advertising (OOH)
Out-of-home advertising options include an increasingly wide variety of methods and tactics, including traditional billboards and digital signs, transit advertising, experiential advertising, and guerilla marketing. When buying this type of media, it’s important to consider the optimal placement for your message and audience.
For example, if you can quickly convey a relevant message to professional commuters on their way to work via the freeway, a billboard might be ideal. However, if your message is more complex and takes a bit more time to digest, you might fare better with a digital sign at a bus stop or metro station.
How the Media Buying Process Works
Your media buying process germany telegram screening must work with your business and marketing goals and integrate well with other processes, such as sales and customer service. But there are some steps in media planning and media buying that every organization should consider.
Start by understanding your primary goals, and how you’ll measure performance. This includes considering:
Overall business goals. Ensure you have a strategic understanding of the business, including short- and long-term goals. Marketing and advertising must support these goals, and the paths you take with media buying may be quite different if you’re in a viral growth period than they would be if you’re trying to sustain existing revenue, for example.
Overall marketing and advertising goals. Next, take some time to understand big-picture marketing goals. Remember that ad campaigns don’t operate on their own; they must be planned and implemented to support the greater marketing strategy. Discuss the expectations for marketing and advertising overall, and what the business aims to accomplish. Common goals include increased brand awareness, generating revenue, or supporting the sales funnel.
Specific campaign goals. Now get into the nitty-gritty and set measurable goals for every campaign. If you haven’t determined which metrics to capture, you won’t be able to compare campaign efforts to goals or to past performance.