Getting to Know Options for Advertising Media Inventory
Advertising media marketing as advertising media inventory or OOH is one that you can (and should) add to your business strategy, but it’s not a medium. This is a long and varied list of media that you can mix and match to suit the message, audience, and campaign objectives of your ad. What’s so great about all these OOH advertising platforms? Well, if they’re mobile, they can move your brand message around town. If they don’t move, they can become your marketing “stationery.”
Hot air balloons, drones, and banners behind airplanes can enhance your marketing. Boats can float your ad on rivers, lakes and by the sea. Transit vehicles and taxis can carry your brand around town and entertain passengers on board with your messages, even videos. Or, maybe your ad is static — a newsletter, poster, bench, or digital screen ready to be noticed by passersby on the street, on the sidewalk, in the mall or sitting in a bar, restaurant, doctor’s lounge, or band waiting room.
A selection of ready-to-use advertising or OOH media displays, just waiting for you to bring them to life with your content!
Where can you start advertising? since advertising media or OOH is in almost every urban spot, not to mention airspace, the opportunities are really only limited by your imagination. However, there are traditional and digital types of inventory that you can consider getting your message across to the right people at the right time, when they are out and about with their lives. Each has its own unique value, depending on your goals.
- Bulletins (traditional billboards from enormous spectaculars to smaller “junior” versions))
- Digital billboards
- Wall murals, wallscapes and painted walls
2. STREET FURNITURE:
- Bus/transit shelters
- Bus benches
- News racks/stands
- Phone and information kiosks
- Trash containers
- Street banners
- Urban panels
3. TRANSIT (vehicle interiors as well as exteriors):
- Rail and subway trains
- Taxis and rideshares
- Mobile murals (wrapped cars, trains, buses, ice cream trucks, delivery vans, LED trucks, etc.)
- Bars, restaurants and other retail establishments
- Offices, lobbies and other indoor locations
- Wild postings (also called construction advertising)
- Cinemas and other entertainment venues
- Gyms and recreational spots
- Sports arenas and stadiums
- Shopping malls
Wow! So many placement and format options
And each of them has the potential to achieve your marketing goals. B2B marketers can notice: OOH marketing isn’t just for consumer brands, it can make a difference into your account-based marketing strategy in ways you never imagined.
No matter what type of inventory you choose, following some best practices will ensure you’re connecting with your target audience at the right time, in the right place.
Define clear campaign strategy and goals.
What do you want to achieve? Advertising media inventory is best when you use it to complement digital campaigns because it can dramatically increase reach and frequency while amplifying your underlying message and giving your audience more ways to respond.
Design with your audience in mind.
Whether your presentation is traditional or digital, advertising media inventory works when your content is simple, bold, bright, and memorable. Most likely your audience will skip your ad or your ad will skip them. Time is of the essence as they say. You only have a few seconds to grab their attention, get your point across, and inspire them to take action. These advertising media design tips also apply to many other forms of advertising media.
Call to Action!
Your audience may remember your brand name and perhaps a little bit of information about your company, product or service, but if you don’t give them a way to engage with you, you’ll never connect. A short URL, QR code, or invitation to enter your nearby place of business can be the start of communication.
Test and measure results.
OOH performance is scalable, which is great. As your audience responds to your ad, you can collect critical data to increase the success rate of your ad placements and media content, plan future campaigns, and ensure you get the maximum return on your marketing spend.
The more you know about ad media inventory options, the more strategic you will be in choosing placements and the more creative you will be in crafting content that drives results.