A guide to out of home advertising.

Every campaign is different, and we know this. But over the years, as we have honed our craft and our approach, we have identified what we feel are some of the steps to take when creating a powerful out of home advertising campaign. Here’s what we found.

Set your objectives – and stick to them.

It’s important that when you start planning your campaign that you have a clear idea of who you are speaking to and what you want to say. Setting clear objectives from the very beginning of any campaign will help when thinking about your target audience, your location and your call to action (CTA).

Make it local.

We know that people are more likely to respond to advertising that is relevant to them, in an environment that feels natural, with language that they can understand. Our extensive audience insight tells us who is most likely to be looking at our screens, which allows you to adapt your language, tone and creative to suit this.

Integrate with a wider campaign.

Out of home advertising is an essential element of any marketing campaign, but if you want your audience to follow you to your website, social media or even a retail location, then you may want to think about how you can create an integrated campaign. Social media hashtags are great for this, or dedicated street teams that engage with people directly beside our sites. The possibilities are endless.

Think about your artwork.

Your campaign is only as good as your artwork. There’s plenty of information out there about how you can make your out of home advertising campaign clear, concise and readable. As well as this, think about use of colour and images and think about if they are a stand-out factor, or a distracting factor.


Measuring success is a fundamental part of marketing. It may be the case that your hashtag isn’t visible enough, or your artwork doesn’t really catch the eye. Speaking to people and holding a simple recall test is a quick way to find out if someone remembers your campaign, as well as checking how many times your website has been visited or how many times your hashtag has been posted.

Like we said, every campaign is different, which is why our bespoke approach to delivering out of home advertising works a variety of local and national brands. Get in touch with the team to learn more about how we can work with you on your next campaign.

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