Out of Home (OOH) place-based media advertising involves placing advertising or marketing materials in front of consumers in places where they can't help but see them. Now, more than ever, consumers have the option to avoid traditional advertising. When they don't like commercials, they change the channel or fast-forward. When they don't like ads online, they go to a different page. The key to OOH advertising is that it makes media less avoidable. If you are interested in getting OOH implemented into your marketing strategy as a business owner, it is best if you work with an agency. Take a look at some of the terms you will want to understand along the way.
OOH charting involves creating a map of sorts that pinpoints precise places out of the home where advertisements or media units are planned to be placed. Charting is done in the original stages of an OOH advertising plan, but it may not always be concrete. The agency may restrategize and rechart later if the placed media is not yielding a positive return. Once the charting is completed, you and the agency will have a better understanding of target locations and how to go about accomplishing what you want to do.
OOH Daily Effective Circulation (DECs)
This is a term that refers to how many people will be exposed to an OOH unit. For example, if you have an electronic billboard posted next to a highway, the OOH DEC would be the count of cars that go by that particular billboard on a daily basis. These numbers are important because it is important to place OOH units in areas where they will get the most exposure possible. For example, it would be illogical to place the aforementioned billboard advertisement on a highway where there is not a lot of traffic.
OOH Likely to See (LTS)
This term is pretty much associated with determining the type of audience that will see OOH media. For example, if you have OOH units placed on gas pumps at a gas station, the LTS audience would be those who own or drive automobiles. If you run ads on these devices only during rush hour, your LTS audience will be those who own a vehicle and who probably work full-time jobs. This kind of consumer data can really help you hone the media that is being used on OOH units to match the interests of consumers.
For more information on OOH advertising, contact an out of home place-based media advertising agency.