OOH: Amplifying your brand in the real world
OOH (out-of-home) advertising encompasses any visual advertising that reaches consumers outside of their homes. It's a powerful way to build brand awareness, drive foot traffic, and engage with your target audience in a tangible and impactful way. From billboards and bus wraps to street furniture and experiential activations, OOH offers a diverse range of formats to connect with your audience in the real world.
What to look for in OOH freelancers
Finding the right OOH freelancer requires a keen understanding of the specific expertise needed for your campaign. Look for freelancers with a proven track record in:
- Developing and executing successful OOH campaigns
- Strong understanding of OOH media planning and buying
- Knowledge of different OOH formats and their applications
- Experience with campaign measurement and reporting
- Excellent communication and project management skills
Main expertise areas within OOH
OOH encompasses a wide range of specialisations. When hiring, consider these key areas:
Media planning and buying
This involves strategically selecting the right OOH media channels and locations to reach your target audience effectively. Look for freelancers with a strong understanding of audience demographics, media consumption habits, and location analysis.
Creative development
Creating eye-catching and impactful visuals is crucial for OOH success. Seek freelancers with experience in designing for large-format displays, understanding visual hierarchy, and crafting compelling messaging.
Campaign management
Effective campaign management ensures smooth execution and optimal performance. Look for freelancers with experience in managing budgets, timelines, and vendor relationships.
Measurement and reporting
Tracking campaign performance and demonstrating ROI is essential. Seek freelancers who can provide comprehensive reports on key metrics such as reach, frequency, and engagement.
Relevant interview questions
- Describe your experience with different OOH formats (e.g., billboards, transit advertising, street furniture).
- How do you approach media planning and buying for OOH campaigns?
- Can you share examples of successful OOH campaigns you've worked on?
- How do you measure the effectiveness of OOH campaigns?
- What are your preferred tools and technologies for OOH campaign management?
Tips for shortlisting candidates
- Review portfolios for relevant OOH campaign experience.
- Check client testimonials and references.
- Assess their understanding of your target audience and campaign objectives.
- Evaluate their communication skills and responsiveness.
Potential red flags
- Lack of demonstrable experience in OOH advertising.
- Limited understanding of media planning and buying.
- Poor communication or project management skills.
- Inability to provide clear campaign measurement and reporting.
Typical complementary skills
OOH often works best in conjunction with other marketing disciplines. Freelancers with expertise in the following areas can enhance your overall campaign effectiveness:
- Digital marketing
- Social media marketing
- Content marketing
- Brand strategy
What problems OOH freelancers can solve for clients
OOH freelancers can help clients overcome various challenges, including:
- Increasing brand awareness and visibility.
- Driving foot traffic to physical locations.
- Reaching specific target audiences in geographically targeted areas.
- Creating impactful and memorable brand experiences.
- Complementing digital marketing efforts with real-world engagement.
For example, an OOH freelancer could help a restaurant launch a new location by designing and placing eye-catching billboards and bus wraps in the surrounding area. They could also develop a street marketing campaign with promotional flyers and branded giveaways to drive foot traffic.
Another example could be an OOH campaign for a retail brand using interactive digital kiosks in shopping centres to engage customers and promote special offers.
These real-world activations can significantly boost brand visibility and drive sales.
