OOH advertising can often fall to the bottom of marketers plans due to nailed on ROI. However as part of marketing campaigns and more specifically awareness driven campaigns OOH should most certainly be considered.
There are a number of contributing factors which will make sure that the business, the brand and the marketing message are delivered to maximise ROI and customer engagement.
A snippet below here from Campaign Live discuss a number of OOH campaigns that have ran and the importance of ROI.
Location and creative being the main two clear-cut things to consider when planning a successful OOH campaign.
But the hardest factor to model in measuring effectiveness is the impact of the creative. David McEvoy, marketing director at JCDecaux, warns that however effective the media planning and buying, the key variable in measuring the effectiveness of outdoor campaigns is the quality of creative.