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There’s more science behind outdoor advertising than you may realize.
Lee Houghton, a senior consultant from YESCO came on this edition of “Give An Ovation” to talk with host Zack Oates all about the secrets of billboards, gas pump screens, and more. OOH-lala! Here are four brief takeaways:
1. Get High-Tech
You might be surprised to know just how much OOH (out-of-home) advertising has advanced technologically. Because of location tech in phones we can do things now that used to only be possible online: estimate who lives where, their interests, and use that information to put outdoor advertisements in front of them at the right time.
2. Consider All Five Screens
As Lee explained, there are 5 main screens that can be used for advertising: the silver movie screen, the TV, the personal computer, the mobile phone, and digital (which includes billboards, screens in grocery stores and at gas pumps, and others).
3. Get Creative With How You Promote
It’s easier to be creative when you have a specific audience you are targeting. Lee discourages general advertisements that try to appeal to everyone and recommends narrowing down the range of people you are targeting.
He also suggests ads that are flexible, like pictures of breakfast items in the morning and lunch items in the afternoon.
4. Get Creative With What You Promote
There’s a lot of room to experiment now with COVID-19 and the technology available in OOH. People love things like family packs on a restaurants app because it makes it so easy to order. What can you do that’s unique to your area?
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Thanks for reading! Make sure to check out the whole podcast, as well as other interviews with restaurant/business gurus by checking out “Give an Ovation” on YouTube, podcast.ovationup.com, or your favorite place to listen to podcasts.
And don’t forget to visit Lee Houghton’s LinkedIn page, or email him at lhoughton@yesco.com for more from him.
