OOH advertising strategy: who, what, when, where & how


This guide outlines the anatomy of a great OOH advertising strategy, outlining the foundation for success.

When creating an effective OOH advertising strategy, it is essential to fully understand the concept before going any further.

Factors for OOH advertising success

In this plain English guide, we will take a look at the anatomy of a great OOH advertising strategy: the what, who, where, when, and how.


Firstly, are you looking to create a traditional OOH advertising campaign, or a digital OOH (DOOH) advertising campaign? Both strategies are highly effective, but the main difference between them is the media you would like to display, and the interactivity of the ads.

DOOH strategies can be combined with moving imagery, real time analytics, and interactive elements such as QR codes to boost conversion rates. Traditional billboards and adverts are static, but they also tend to be more cost effective for smaller businesses on a budget.


Understand what demographic you want to target with your OOH ads. This might go hand in hand with the specific target market for your product, especially if you provide a niche service. Or, if your target market is broader, you might choose a specific segment that you have underutilised, and thus want to increase your relationship with.

Another strategy might be to check out what your competitors are doing. If you see that there is a certain demographic or angle that you notice is not targeted by the competition, this might be a great opportunity to take advantage of the gap and set yourself apart from the others.


Once you have figured out who you want the OOH advertising to appeal to, you will better be able to choose the right location for your advertisements. Take your time to really understand your target audience, the areas they live, what they do, and the areas they frequent.

For example, if you are looking to appeal to younger people, you might consider shopping centre advertising, bus stop ads, and roadside advertising for commuters. Choose the location wisely – you don’t want to pay to put up the ad somewhere that is mainly frequented by older people, at a time when most younger people are at work.


Most people are likely to head outdoors, and thus be exposed to OOH ads, when the weather is warmer. In this sense, OOH advertising can be more effective in the spring and summer months. This is especially true for billboards, pub and restaurant advertising spaces, and shopping centre ads.

This being said, when the weather is cooler more people will jump in their car for a journey, or hide under a bus shelter, rather than walking. This means that autumn and winter can still be good times to opt for roadside advertising, bus campaigns, and bus stop ads.


It is essential that you consider how much you can feasibly put towards your next campaign. Remember, bigger isn’t always better – and, simple ads can actually be more effective. In this sense, you can still create a successful OOH advertising campaign on a smaller budget, you just need to be realistic.

In addition to this, you also need to set yourself quantifiable goals that you can deliver. This will ensure that your expenditure is worth it, and you can maximise your return on investment.


So, there you have what, who, where, when, and how of OOH advertising. With these things in mind, you will be able to take the first step in developing an effective OOH marketing strategy.

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