3 Ways to Identify What Type of OOH Advertising Is Best for Your Brand

When it comes to OOH advertising, choosing the most effective format can be overwhelming, especially with so many options available.

From traditional billboards to digital displays, each type of OOH ad offers unique advantages. 

But how do you know which one is best for your brand?

Here are three key ways brand stakeholders can identify—and capitalize on—the perfect type of out-of-home advertising.

1. Consider Your Target Audience

The first step in determining the best OOH ad format for a campaign is understanding your audience.

OOH advertising is all about reaching the right people in targeted environments — whether it be where they work, live, or play. Confidence in targeting tools and choosing the right locations is key to getting it right.

If your target audience is upscale consumers or B2B decision makers, high-rise office buildings, office lobbies, or elevator screens can be an ideal way to catch their attention during captive moments close to where purchase decisions are made.

For brands focused on reaching commuters or people on the go, digital transit ads placed in stations or on buses offer a perfect opportunity to reach them while they’re en route.

The right type of OOH advertising depends on effectively and efficiently targeting your audience along their daily journey and evaluating relevant environments. Identifying this ensures that your ad is reaching the right people at the right time.

2. Align Your Campaign’s Goals with the Medium

What is your goal with the campaign? Is it to create broad brand awareness, drive traffic, or influence a very specific niche audience?

Different OOH ads cater to different objectives. Some ads focus on driving mass awareness, while others are tailored for high engagement and precise targeting.

For brands looking for large-scale exposure, billboards and large-format displays in busy urban areas might be ideal. These ads are designed to catch attention from a wide audience, increasing brand visibility across a broad area.

On the other hand, if your goal is to reach a more specific, high-value audience—such as decision-makers in a particular industry or residents of a luxury building—targeted digital signage in office buildings or residential spaces might be the more effective route.

The ability to hyper-target with accuracy or dynamically serve creatives based on location and demographics allows brands to connect with the exact audience they want to engage, making these ads a great option for Account-Based Marketing (ABM) strategies.

3. Evaluate Your Creative Needs

The type of OOH advertising you choose should also depend on how you want your brand message to be delivered.

Traditional OOH ads, like posters and billboards, are great for delivering a simple, impactful message, while digital displays allow for more creativity, motion, and flexibility.

For brands with dynamic, engaging, full-motion content, digital-out-of-home (DOOH) offers the flexibility to display video, animations, and interactive elements.

This type of OOH advertising is ideal for campaigns that require more engaging creative to hold the audience’s attention or demand the ability to change creative, serve dynamic ads based on location etc. Whether it’s through dynamic video content in elevators or lobbies, digital displays bring your messaging to life in a way that static ads can’t.

If you want to quickly update your message or highlight time-sensitive information, digital out-of-home ads provide the flexibility to modify content easily, ensuring your brand stays relevant.

Choosing the Right OOH Strategy

When choosing the right type of OOH advertising, consider your campaign goals, target audience, and the creative opportunities each format offers.

The best type of out-of-home advertising will help your brand connect with the right audience, enhance your marketing efforts, and deliver measurable results.

Ready to start your OOH campaign? Captivate offers the perfect opportunity to engage high-value professionals in key locations with digital displays designed to make a lasting impression.