Reporting from the Forbes page, published February 13, 2023, Gino Sesto, the founder of DASH TWO – a media buying agency in Los Angeles specializing in outdoor & digital billboard advertising, discussed this in more detail.
Billboard ads offer so many format choices. But this can backfire on potential advertisers. How do I know which ad types are best for advertisers?
DASH TWO has been doing research for some time and developed several guidelines that can help you decide which advertisement format to choose for your industry.
In determining the right type of advertisement, it means you have to look at the following six factors.
Price: The format should suit your budget. Working with an agency that always buys from vendors can help you get the optimal price. Some formats require a larger investment, but most are less expensive than other traditional media.
Lead time: Do you have four days, four weeks or four months to promote your product? The answers will help determine the best format. Sometimes, you can get the best deals with fast turnaround times, but you may also have to pay more to get things fast.
Duration: If you want to focus your audience on sale moments over a holiday weekend, then you have a limited time frame for your ad and may only need a week or two of placement. But if you're promoting a new location or product, your ad can last for months to increase awareness, and you can choose a format with long-term potential.
Location: Like buying a property, location plays a big role when it comes to advertising. Of course, you want to connect with the right demographic to sell products. For example, if your product targets 18-24 year old women, then a better location for your ad is near Lululemon or Sephora than near an elementary school.
Target demographics: Is the audience you want to reach more likely to drive, take public transportation, or walk to work? The answer was very helpful in identifying the right format. Investing in transit ads doesn't make sense if you're targeting people who travel by driving.
Goal: Most advertising campaigns focus on branding or calls to action. Different formats are more effective in conveying these messages. For example, if you have a QR code that people can scan to get a free bottle of perfume in your newest store, wild posting type advertising might be a better delivery medium than transit ads.
These six factors will determine which format you should choose. How about from an industrial perspective? Gino Sesto uses formulas to produce ideal OOH blends for some of the most popular industries in Los Angeles, where DASH TWO is located.
The fashion industry is all about the visuals. Images sell not only clothing but also the aspirational aspect of fashion, so you want a medium that can showcase stunning colors and bold collaborations.
Best format: Wild post.
Why: Fashion is a magnet for everyone. Posters that appear at eye level grab the attention of the audience, giving them the sensation of being in an exhibition wall barricade. You can reach a wide audience on the street, and people who are interested in fashion make up a wide demographic..
Music is a big category for billboards because it can reach a large number of people. For albums, the type of music also makes a difference in targeting.
Best format: Wild posts and static billboards (billboards).
Why: To reach the large number of people who want the album being promoted to be a hit, maximizing reach and frequency is the best way. Wild posting can amplify the message people first see on billboards, giving each medium a way to elevate the other. You can use similar creative for band or artist brands, which helps with remembering.
Concerts may target the same demographic as album lovers, but the message will be different as it promotes a one-off event versus a product. A format that can provide immediate updates and up-to-date information will work best for concerts.
Best format: Digital billboards / videotron screens.
Why: Digital signage provides an easy way to update concert dates as well as sales information—for example, if a concert sells out, you can easily remove it from your ad.
As a result of the sluggishness in the film world due to the pandemic, film producers are eager to re-engage film fans and lead them to cinemas.
Best format: Static / billboard billboards.
Why: The creative opportunities provided by static billboards continue to make a lot of money in advertising. And studios want prestige and recognition in promoting films.
Lawyers don't sell glamorous services, but their services are necessary. Nearly everyone needs legal help at some point, so media with a relatively low price point that reach people of all demographic levels, including low incomes, make the most sense.
Best format: Bus benches and transit ads.
Why: Visible across cities, transit and bus seat ads reach a wide range of people, including commuters, and you can target them by demographic or geographic region, depending on your specialty or target audience.
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