Frequently asked questions about Out of Home Advertising
FAQ
Ready to make your brand unmissable? Whether you are planning to get started with Out of Home Advertising or want to expand your knowledge: We answer the most frequently asked questions.
- Data quality: Success depends on the availability and accuracy of the data.
- Creative adaptation: Content must be optimized for different screen sizes and contexts.
- Technical compatibility: Platforms and screens must be compatible.
- Large brands: For data-driven campaigns with high Reach.
- Local businesses: For the targeted approach of target groups in certain regions.
- E-commerce and Retail: To strengthen actions that take place online or in stores.
Payment is often based on:
- CPM (Cost per Mille): Cost per 1000 impressions.
- Spot Duration: Depending on the number and length of spots played.
- Demographic data: Age groups, gender, interests.
- Location data: Traffic data, pedestrian frequencies.
- Real-time data: Weather, events, time of day, news.
- Advertisers use a Demand Side Platform (DSP) to select advertising spaces.
- The platform displays available digital screens and locations.
- Content is played out automatically based on predefined rules, such as time, weather, or target group data.
- Splicky, a 100% subsidiary of Goldbach, is the leading DooH DSP in Switzerland. We would be happy to advise you.
- Automation: Bookings are made via a platform, not manually.
- Flexibility: Campaigns can be adjusted in real time.
- Data-driven delivery: Advertising is delivered based on target audience data, weather conditions, or events.
Programmatic DOOH is the automated booking, planning, and delivery of digital out-of-home advertising via a platform. Content is targeted based on data such as location, time, or target group characteristics.
The production costs for videos or animations depend on the complexity. Simple animations start at a few hundred Swiss francs, while complex productions can cost several thousand Swiss francs.
- QR codes: Direct tracking of interactions.
- Discount codes or special landing pages: Customers can take advantage of targeted promotions.
- Brand awareness: Measurable via surveys or social media.
- Individual market research: Tailored surveys on selected campaigns
- Combination with online advertising: Analyze the increase in website traffic during the campaign.
- Large brands: For image campaigns or new products.
- Regional companies: Reach local target groups.
- Event organizers: To promote events in specific areas.
Digital out-of-home advertising (DOOH) is extremely flexible:
- Content can be adapted to specific times of day or weather conditions.
- Short-term changes or additions (e.g., promotions) are possible.
- Targeted placement in defined geographic zones.
The costs vary depending on the location, duration, screen size, and frequency of the ad. Local displays are cheaper, while premium locations such as shopping streets are significantly more expensive.
DOOH stands for “Digital Out-of-Home” and refers to screens and displays that are used for advertising purposes in public spaces. These include locations such as shopping centres, busy streets and airports.
Yes, especially for local businesses! Billboards are a cost-effective way to gain targeted regional exposure. They are excellent for highlighting offers, openings, or events, and can have a direct impact on the local clientele.
The font size should be chosen so that the text is legible even from a greater distance (3 to 10 meters or more). As a rule of thumb, important messages or titles should be at least 10 cm high so that they stand out from afar.
Success can be measured through several methods:
- QR codes: Direct tracking of interactions.
- Discount codes or special landing pages: Customers can take advantage of targeted promotions.
- Brand awareness: Measurable via surveys or social media.
- Individual market research: Tailored surveys on selected campaigns
- Combination with online advertising: Analyze the increase in website traffic during the campaign.
Posters are particularly effective for mobile target groups, such as commuters, travelers, or customers in shopping areas. They primarily appeal to people in a specific geographic area and are ideal for local, regional, or national campaigns.
Posters can be placed in public spaces, bus and tram stops, streets, parking garages, or in shopping centers. The exact selection depends on where your target group is located. Transportation hubs, downtown areas, and busy shopping streets are particularly popular.
Most campaigns run for one to four weeks, as this is sufficient to generate attention and anchor the message. For long-term goals or permanent Advertising, posters can also be placed for months, depending on the budget and strategy.
The costs depend on various factors, such as location, size, campaign duration, and the number of billboards. A single billboard in a local environment is much cheaper than in high-traffic areas such as city centers.
Yes, outdoor advertising is possible even with small budgets. Local poster campaigns or selected DOOH screens in the area can achieve a high impact cost-effectively. Providers often offer flexible packages that are specifically tailored to small businesses.
The location depends on the target group:
- City centers: For high reach and brand awareness.
- Commuter zones: Train stations or bus stops reach working professionals.
- Shopping centers: Ideal for consumers with purchasing intent.
- Special zones: Near points of interest such as gyms or universities
Typical durations are one to four weeks, depending on the campaign’s objective. Digital OOH Advertising allows for more flexible timeframes, such as daily or hourly placements.
Success can be measured using the following methods:
QR codes: Direct tracking of interactions.
Discount codes or special landing pages: Customers can specifically perceive promotions.
Brand awareness: Measurable via surveys or social media.
Individual market research: Tailored surveys on selected campaigns
Combination with online advertising: Analyze the increase in website traffic during the campaign.
Outdoor advertising is used by companies of all sizes:
Large brands: For image campaigns or new products.
Medium-sized companies: For local awareness and regional campaigns.
Small businesses: To draw attention to offers, new openings or events.
- Classic poster advertising: On streets, bus stops or buildings.
- Screens (DOOH): Animated displays at highly frequented locations in cities, in shopping centers or at airports.
- Transit advertising: On buses and trains
Out of Home Advertising (OOH) or outdoor Advertising includes all Advertising formats that are placed outside of living spaces. These include classic posters, displays, transport Advertising (e.g. on buses), Advertising at the POS and at airports.
- Impressions: Number of people who saw the ad.
- Engagement: Interactions such as QR code scans or app downloads.
- Online Integration: Increase in website traffic or sales during the campaign.
For a successful Out of Home Advertising campaign
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