OOH (out-of-home) advertising is usually seen as the B2C advertiser’s domain.
This is perhaps because most OOH ads are in places that are designed to attract customers, such as near retail outlets or city centres. As a result, when it comes to advertising for B2B businesses, advertisers can often put their focus on digital strategies and opportunities.
However digital advertising is far from being the only solution available to B2B advertisers.
So, today, we’re coming in with some actionable advice for those businesses looking to reach their target audience in new and exciting ways.
Here’s how to create the perfect OOH campaign for your B2B business in 2 simple steps.
Let’s get started!
1. Don’t: improvise.
Did you know that a whopping 84% of brands agree that OOH ads significantly increase their brand awareness?
The first step of any successful OOH campaign is to plan accordingly.
When it comes to OOH advertising, this means deciding on the best geographical location for your ad. Where will you be able to attract your target audience?
Areas with plenty of office spaces or where business events are taking place can be great options, but only if your target audience is likely to be there. Ensuring that there will be eyes on your campaign isn’t enough – they have to be the right eyes.
Getting a good picture of who your target audience is, is important for any campaign.
But for B2B businesses especially – it isn’t enough to be seen by people who work for businesses that you want to target; you need to get in front of the decision makers.
Furthermore, you need to get creative in your approach.
For many brands, an omnichannel OOH solution will maximise their campaign’s success by providing as many opportunities as possible for members of their target audience to see and be influenced by their campaign.
(Pro tip: consider DOOH (digital out-of-home) advertising. More on this later.)
The planning stage is likely to (and should be) the longest stage of this process. But it is essential that advertisers prepare as much as possible in order to reap the full benefits of their OOH campaigns.
2. Do: Adapt and Overcome
One of the most important parts of running OOH campaigns is to analyse what worked, and what didn’t, and use this information to improve on future campaigns.
(To learn how to analyse the influence and success of your OOH campaigns, read our informative blog post on the topic here.)
And when you use DOOH ads, you can take this even further. DOOH ads empower advertisers to make changes to their campaigns more readily.
In fact, many DOOH billboards allow advertisers to tailor their campaigns to a specific time of day, even changing their campaigns to suit the weather or to remain relevant.
Advertisers looking to create the ultimate, seamless customer experience can use their DOOH ads in conjunction with their own digital touchpoints, such as their email campaigns, social media presences or mobile ads.
When it comes to OOH advertising, there is a solution for every brand. With the right strategy and by adapting your campaigns to make them more successful, advertisers can reap the rewards of OOH advertising for their B2B brands.
If you’re looking to take your OOH ads to the next level or are wondering how they can work for your brand, get in touch us at One Day Agency.
