We address the most common questions we receive from those interested in Outdoor Advertising.
If you have any specific questions, please click HERE for additional information from our team.
Outdoor campaigns are measured in a variety of different ways…
1. Combining your outdoor campaign with a digital marketing strategy will develop data that demonstrates campaign effectiveness.
2. If your campaign includes a call-to-action, a demonstrated lift in your key performance indicators (KPIs) will be evident if your campaign is a success. Example of KPIs that you could track include an increase in the # of calls, website traffic or walk-ins received during your campaign.
3. Proof of posting and an estimated impression share (determined in our campaign planning process) ensure the intended reach of your campaign.
Depending on how many units are required for your campaign, we will recommend a percentage of “overage” to print in the event of weather damage or graffiti, for example.
The overage is typically 20%-30% above the # of posters, etc. required for your campaign. This percentage will be greater for smaller campaigns.
Every campaign requires several components…
- Reporting + Analysis
Selling campaigns in 4-week increments allows for a 13th period every 12 months. This provides a buffer for downtime / vacancy of ad positions. If running an annual campaign this may benefit your package pricing.
While there can be exceptions to the guidelines, it is always recommended to have at least a six (6) week lead time in order for your campaign to be posted on time.
Outdoor Media Buyers will handle the printing and production of your campaign artwork and deliver it to the relevant vendors for posting.
The media vendors have installation crews that handle all aspects of the physical campaign once posted. In case of damage, each client must print a recommended overage of units that are stored in the warehouse of the media vendor in the event of graffiti weather damage, for example.
While the question may be an obvious one, in the out-of-home world, bonuses are granted depending on a number of different factors including (but not limited to) the following:
- Campaign size
- Campaign length
- Timing of campaign
- Coverage vs. “Cherry Picking”
- Seasonal demand spikes
The shortest length of campaign that you can run will vary greatly based on the medium chosen.
The more traditional forms of outdoor media (such as posters, billboards, bus wraps, etc.) typically require greater production costs than digital outdoor and generally run longer campaigns as a result.
Read about campaign lengths
Digital outdoor creatives can be swapped out in real time and your campaign can be as short as a partial day.
Major Cities & Counties Served by OMB
Los Angeles, San Francisco & Bay Area & San Diego
New York City
NYC Metro Area
Las Vegas & Reno
Cincinnati, Cleveland & Dayton
New Haven, Hartford, Stamford
Philadelphia, Harrisburg & Pittsburgh
Austin, Dallas / Fort Worth, Houston, San Antonio & El Paso