Every business is aware that today’s marketing world is increasingly competitive. Therefore, choosing the right advertising strategy is crucial as it is the key to business success. One effective form of advertising that remains relevant today is Out of Home (OOH) advertising. However, how to determine the target market for an OOH campaign remains a challenge.
Determining the target market is one of the most important elements of an advertising strategy. Without clear identification, an OOH campaign can be ineffective or even fail. Understanding who you want to reach allows your business to craft the right message and choose the appropriate media, ensuring maximum impact.
In outdoor advertising, determining the target market is not only about who sees the ad but also how they interact with the location of the ad, their lifestyle, and preferences. This article will provide a step-by-step guide that can help your business determine the target market in the right way.
Source: City Vision
Out of Home (OOH) advertising includes various types of ads that are visible to the public outside their homes or private spaces. These include billboards, public transportation ads, building advertisements, digital signage, and ads at strategic locations such as airports, stations, or shopping malls.
OOH advertising offers the advantage of reaching a wide audience, as it can target people in various locations with high exposure frequency. Another advantage is constant visibility without interruption, as this type of ad is not affected by ad blockers or skip ads like digital or TV ads. For this reason, OOH can be a very effective option when chosen correctly.
Although effective, OOH also has its challenges in determining the target market. One of the challenges is the limited ability to customize the message directly for the audience, as is done on digital platforms. Additionally, selecting the right location is also a major challenge. Therefore, in-depth research and the right strategy are necessary to ensure the OOH ad reaches the relevant audience.
Source: Freepik
Determining the right target market for an OOH campaign is crucial to ensure the ad message reaches the relevant and effective audience. Here are some ways to help your business determine the right target market for your OOH campaign.
Before determining who your target market will be, it’s important to understand your own business. Perform an in-depth analysis of the products or services you offer, the competitive advantages you have, and the specific goals of your OOH campaign. Do you want to increase brand awareness, promote a new product, or attract more customers to your physical store?
Market research is also a key step in determining the target market for your OOH campaign.
After collecting market research data, the next step is to divide the market into smaller segments based on relevant characteristics, such as:
Market segmentation allows you to focus on a more specific audience that is more likely to be interested in your products or services.
After mapping the market, choose the segment that is most relevant to the goals of your OOH campaign. This can be done by determining the most profitable segment or the one that aligns with your product’s values. Create an ideal customer profile that includes demographic, psychographic, and behavioral data.
Choosing the location for your ad placement is one of the most important factors in outdoor advertising. Choose locations that are frequently visited by your target audience. For example, if you are targeting office workers, locations near office buildings or public transportation hubs will be more effective. You can also use traffic and demographic data to pinpoint the right locations to ensure your OOH campaign achieves maximum results.
Determining the target market for outdoor advertising requires a careful approach and accurate data. Steps like business analysis, market research, segmentation, and selecting strategic locations will help your business achieve the desired outcomes.
If you want to ensure your OOH campaign is successful, don’t hesitate to contact City Vision. City Vision is ready to help you design and execute a targeted campaign!
