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The answers define whether to go broad with high-traffic areas or utilize a more targeted heatmapping strategy to identify priority regions in any given city. Heatmapping is based on third-party data provided by Nielsen or Environics, and highlights areas in the city based on the affinity index or likeliness of the population to be interested in certain activities, plan particular purchases, or belong to a particular target audience.<\/p>\n
![\"\"](\"\/wpe-content\/uploads\/2023\/05\/Heatmap-screenshot-300x194.png\")
<\/p>\n
The colors of the map will help identify the areas where the campaign can be heavied-up and areas where placements are less likely to reach the desired audience. These maps can be then overlaid with the vendor\u2019s OOH inventory. These choices and the audience will then inform which ad formats to use in order to build a balanced mix between static and digital formats.<\/p>\n
Out-of-home advertising formats<\/h2>\n
Out-of-home spans from highway billboards to posters in and outside of transit to in-mall and in-office placements. However, the first major breakdown is into static and digital placements:<\/p>\n
Static placements<\/h3>\n\n- Require the creative to be printed and posted on the physical carrier.<\/li>\n
- Are bought for four weeks minimum.<\/li>\n
- Each placement can only show one creative at a time.<\/li>\n<\/ul>\n
Digital placements<\/h3>\n\n- Work with digital files and do not require printing.<\/li>\n
- Flight can be as short as one week.<\/li>\n
- Show creative in rotation where each advertiser gets their portion of screen time before being replaced by another ad.<\/li>\n<\/ul>\n
Taking into account network availability of digital placements<\/h2>\n
Digital formats, while dynamic and vivid, are concentrated in major cities and key areas. They deliver a high volume of impressions and cater to wide audiences. Suburban areas, smaller cities, and communities\u2014or specific areas of the city identified by the heatmap\u2014may have little to no digital formats suitable for the campaign we are designing. They may, however, offer static formats that allow for effective audience reach.<\/p>\n
By answering the initial questions listed earlier, we can understand the goals of the campaign and the core areas where we can reach our target audiences. This is the first step in picking the right OOH format.<\/p>\n
When is static out-of-home better than digital?<\/h2>\n
Geographic reach is an important advantage of static OOH campaigns, especially when they\u2019re national and multi-regional. On top of that, static formats allow for more precise location proximity. While digital formats are most cost-effective when bought on a run-of-network (RON) basis, static formats can be selected by location. This is especially important when campaigns need to be hyper-localized.<\/p>\n
Unlike digital formats, advertisers get 100% share of voice (SOV) with static out-of-home formats because only one advertiser gets the whole space. Since digital formats host multiple brands, with each getting a few seconds of screen times every cycle, each ad is getting only a fraction of the total SOV and lower memorability.<\/p>\n
The caveats? The campaign start date will be defined as \u201cweek of\u201d as crews are dispatched to post new ads throughout the week, and printing will incur additional costs that need to be accounted for in the planning process. Both of these considerations can be new to the clients\u2019 media teams if they never ran OOH campaigns before and can be alien to digital teams that are used to controlling their launches to the minute.<\/p>\n
When is digital out-of-home better than static?<\/h2>\n
Flexibility and delivery customization are the key advantages of the digital out-of-home formats. The campaign can go live precisely on the start date; weather, traffic, or time-of-day triggers can help deliver customized messaging depending on the conditions; and the flight duration is significantly more flexible than with static formats.<\/p>\n
The messaging can be also easily changed with the digital OOH buy, allowing for frequent refreshes or communicating a sequence of messages throughout a short frame of time.<\/p>\n
![\"\"](\"\/wpe-content\/uploads\/2023\/05\/iStock-1142409598-300x200.jpg\")
<\/p>\n
The caveats for digital buying? In addition to limited geographic coverage, share of voice is another element to consider. With not enough investment and low SOV, the message can appear infrequently and result in low ad recall and weak brand awareness lift. As mentioned earlier, in most cases the most cost-efficient way to buy is run-of-network (RON), appearing on all digital screens of the vendor\u2019s network. The locations of the screens need to be carefully evaluated against campaign goals.<\/p>\n\n \n \n \n
Digital placements<\/h3>\n\n- Work with digital files and do not require printing.<\/li>\n
- Flight can be as short as one week.<\/li>\n
- Show creative in rotation where each advertiser gets their portion of screen time before being replaced by another ad.<\/li>\n<\/ul>\n
Taking into account network availability of digital placements<\/h2>\n
Digital formats, while dynamic and vivid, are concentrated in major cities and key areas. They deliver a high volume of impressions and cater to wide audiences. Suburban areas, smaller cities, and communities\u2014or specific areas of the city identified by the heatmap\u2014may have little to no digital formats suitable for the campaign we are designing. They may, however, offer static formats that allow for effective audience reach.<\/p>\n
By answering the initial questions listed earlier, we can understand the goals of the campaign and the core areas where we can reach our target audiences. This is the first step in picking the right OOH format.<\/p>\n
When is static out-of-home better than digital?<\/h2>\n
Geographic reach is an important advantage of static OOH campaigns, especially when they\u2019re national and multi-regional. On top of that, static formats allow for more precise location proximity. While digital formats are most cost-effective when bought on a run-of-network (RON) basis, static formats can be selected by location. This is especially important when campaigns need to be hyper-localized.<\/p>\n
Unlike digital formats, advertisers get 100% share of voice (SOV) with static out-of-home formats because only one advertiser gets the whole space. Since digital formats host multiple brands, with each getting a few seconds of screen times every cycle, each ad is getting only a fraction of the total SOV and lower memorability.<\/p>\n
The caveats? The campaign start date will be defined as \u201cweek of\u201d as crews are dispatched to post new ads throughout the week, and printing will incur additional costs that need to be accounted for in the planning process. Both of these considerations can be new to the clients\u2019 media teams if they never ran OOH campaigns before and can be alien to digital teams that are used to controlling their launches to the minute.<\/p>\n
When is digital out-of-home better than static?<\/h2>\n
Flexibility and delivery customization are the key advantages of the digital out-of-home formats. The campaign can go live precisely on the start date; weather, traffic, or time-of-day triggers can help deliver customized messaging depending on the conditions; and the flight duration is significantly more flexible than with static formats.<\/p>\n
The messaging can be also easily changed with the digital OOH buy, allowing for frequent refreshes or communicating a sequence of messages throughout a short frame of time.<\/p>\n
<\/p>\n
The caveats for digital buying? In addition to limited geographic coverage, share of voice is another element to consider. With not enough investment and low SOV, the message can appear infrequently and result in low ad recall and weak brand awareness lift. As mentioned earlier, in most cases the most cost-efficient way to buy is run-of-network (RON), appearing on all digital screens of the vendor\u2019s network. The locations of the screens need to be carefully evaluated against campaign goals.<\/p>\n\n \n \n \n
Taking into account network availability of digital placements<\/h2>\n
Digital formats, while dynamic and vivid, are concentrated in major cities and key areas. They deliver a high volume of impressions and cater to wide audiences. Suburban areas, smaller cities, and communities\u2014or specific areas of the city identified by the heatmap\u2014may have little to no digital formats suitable for the campaign we are designing. They may, however, offer static formats that allow for effective audience reach.<\/p>\n
By answering the initial questions listed earlier, we can understand the goals of the campaign and the core areas where we can reach our target audiences. This is the first step in picking the right OOH format.<\/p>\n
When is static out-of-home better than digital?<\/h2>\n
Geographic reach is an important advantage of static OOH campaigns, especially when they\u2019re national and multi-regional. On top of that, static formats allow for more precise location proximity. While digital formats are most cost-effective when bought on a run-of-network (RON) basis, static formats can be selected by location. This is especially important when campaigns need to be hyper-localized.<\/p>\n
Unlike digital formats, advertisers get 100% share of voice (SOV) with static out-of-home formats because only one advertiser gets the whole space. Since digital formats host multiple brands, with each getting a few seconds of screen times every cycle, each ad is getting only a fraction of the total SOV and lower memorability.<\/p>\n
The caveats? The campaign start date will be defined as \u201cweek of\u201d as crews are dispatched to post new ads throughout the week, and printing will incur additional costs that need to be accounted for in the planning process. Both of these considerations can be new to the clients\u2019 media teams if they never ran OOH campaigns before and can be alien to digital teams that are used to controlling their launches to the minute.<\/p>\n
When is digital out-of-home better than static?<\/h2>\n
Flexibility and delivery customization are the key advantages of the digital out-of-home formats. The campaign can go live precisely on the start date; weather, traffic, or time-of-day triggers can help deliver customized messaging depending on the conditions; and the flight duration is significantly more flexible than with static formats.<\/p>\n
The messaging can be also easily changed with the digital OOH buy, allowing for frequent refreshes or communicating a sequence of messages throughout a short frame of time.<\/p>\n
<\/p>\n
The caveats for digital buying? In addition to limited geographic coverage, share of voice is another element to consider. With not enough investment and low SOV, the message can appear infrequently and result in low ad recall and weak brand awareness lift. As mentioned earlier, in most cases the most cost-efficient way to buy is run-of-network (RON), appearing on all digital screens of the vendor\u2019s network. The locations of the screens need to be carefully evaluated against campaign goals.<\/p>\n\n \n