Out of the home advertising has a cachet, an aura of expense that can sometimes put smaller organisations off. Sure, they would like to spend money on out of home media, but when there is a limited budget they’ll often stick to ‘cheaper’ media.


Except it isn’t quite as clear cut as all that. First, spending less often returns less. Just because a Google ad represents a low cost of entry, it doesn’t mean that it represents a better use of ad spend than an initially more expensive billboard (for instance). There is a time and a place for everything, and if that applies to Google (who themselves have no qualms about running relatively small scale out of home campaigns when it suits), the same is true in reverse for smaller brands. Out of home can be surprisingly affordable and surprisingly effective, whatever the budget.


These general rules are just that. They apply to bigger brands too, but smaller organisations, with smaller budgets, need to make sure they do everything in their power to get a return on their limited spend, and these rules will help them to achieve that.


Think outside the box/billboard


People tend to think about billboards when they think about out of home advertising. Not us though. Taxi/bus wraps, bus stops, street furniture, bicycle, wallscapes, posters, digital… are just some of the other options that we take into consideration when we think about out of home.




Where your media will be placed is a hugely important decision for an out of home campaign. Knowing your target audience well, where they live, work and play, will make a huge impact on the location. The more known about a target audience, the more effective the out of home campaign will be.


Integrate your media


Integrated media is always important, but when it comes to smaller brands with tighter budgets it is paramount. Making sure your various media works together is vital to ensuring a campaign is as effective as it can be. Cross promote your media, plan the journey of your target audience and have a funnel in mind, make it easy for the consumer to get from a to b. (And don’t leave them hanging with an badly thought out QR code that takes them to a standard home page!)


Evaluate results


Think only digital adverts provide stats? Most media agencies will provide solid viewing data so you’ll know how often your ad is being seen (and by whom). Pre and post campaign website viewing figures and specific numbers/landing pages are also excellent indicators of campaign effectiveness


Use an expert


Small brands could save money by buying the media themselves. We believe this a false economy, as any money saved initially pales compared to the industry/location/audience expertise that a good media planning and buying agency can bring to a campaign. They will not only help the campaign to be more effective, but they are also the first to know about special rates and be in a better position to negotiate rates and placement with media space owners.


Out of home isn’t always the right option for every campaign, so why not get in touch with one of our media planning experts to find out? Friendly and honest as standard, hot drinks if you make it to our office.