<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=356467795076698&amp;ev=PageView&amp;noscript=1">

How to Create an Effective Outdoor Campaign Brief: Comprehensive Guide

July 28, 2023

A well-structured and comprehensive campaign brief is critical for outdoor advertising success. Outdoor advertising demands simplicity and clarity to express the primary idea successfully. This article will help you develop an outdoor campaign brief. You'll learn what information creative teams and outdoor specialists need to create compelling, engaging ads for your brand. Let's get started!

While presenting pertinent information is critical, don't overburden your staff with needless facts. Keep the summary simple and easy to understand. To simplify complex material, use bullet points, subheadings, and visual aids. A well-organized and concise brief ensures that everyone involved understands the campaign's key features.

How to Create an Effective Outdoor Campaign Brief- Comprehensive Guide 4

Define Your Outdoor Advertising Objectives

Defining your objectives is the cornerstone of an excellent outdoor campaign brief. Clearly outline what you hope to achieve with the campaign. Your goals are a guiding concept for the whole creative process. Common goals include:

Know Your OOH Target Audience

Understanding your target audience is critical for creating an effective outdoor campaign. Define your target audience's demographics, interests, and habits. This ensures your messaging is relevant to them. Consider where your target audience is most likely to see the advertisement. Tailor messaging to your target audience's requirements and preferences to boost the campaign's efficacy.

Screenshot 2023-10-02 at 15.10.19

Select the Right Outdoor Medium

Outdoor advertising provides a variety of mediums at your disposal. Some popular options include:

Each medium has its own benefits and caters to specific campaign objectives. Choosing the best media is critical for matching your aims with your target audience.

Making a Big Impression with Billboards
Billboards' massive, eye-catching displays make a big impression on consumers. These gigantic constructions in high-traffic locations attract the attention of innumerable bystanders. They are great for high exposure. Billboards ensure your brand message reaches a large audience and creates an impression. Billboards perform well in congested metropolitan areas, highways, and suburban regions. This makes them an excellent choice for brands seeking extensive exposure.

How to Create an Effective Outdoor Campaign Brief- Comprehensive Guide 5

Reaching Commuters with Transit Ads
Transit advertising is an excellent option if your target audience is busy commuters on the go. Advertisements on buses, trains, and subway stations attract commuters' attention. Commuters frequently have significant dwell time, allowing greater interaction with your brand message. Transit advertisements may be most successful in dense cities where public transit is standard. Transit ads keep your brand at the forefront of people's minds throughout their daily journeys.

Integrating Street Furniture with the Urban Landscape
Street Furniture ads are on different urban fixtures such as bus shelters, kiosks, benches, and newsstands. These advertisements blend in with the urban landscape. They provide practical and visually pleasant venues for showcasing your business. Street Furniture ads are effective in pedestrian-heavy regions, commercial districts, and lively city squares. They enable you to capitalize on foot traffic and engage with potential customers throughout the city.

Attracting Business Travelers and Luxury Shoppers Through Airport Advertising
Airports are ideal for accessing a varied and engaged audience. Airport business travelers are a lucrative demographic for some advertisers. Airport duty-free facilities appeal to luxury customers seeking high-end items and experiences. Ads carefully placed in airports capture the attention of this rich demographic. This makes it an appealing option for advertisers with premium services.

A successful outdoor campaign requires the creation of a clear and resonating message. With limited exposure time, communicating your primary concept fast and effectively is critical. Concentrate on one core phrase that expresses your brand identity or sells your product or service. Your campaign's topic should be consistent with your entire marketing approach. It should also be compatible with the feelings you want to elicit in your target demographic.

Examining the OOH Competition

Conduct a competitive study to learn about your competitors' outdoor advertising strategies. Examine their messaging, graphics, and locations. Identify gaps and opportunities to set your campaign apart from the competition. Your outdoor campaign brief should show how your ad provides a distinct value proposition to your target demographic.

Craft a Clear Outdoor Campaign Message and Theme

Brainstorm your campaign theme and messaging. Consider your target audience, the media you use, and the advertisements' precise locations. Some categories or subjects may not perform well in some locations. Some topics may not be compatible with the aesthetic of the selected media. For example, a whimsical and comical subject may work well for Street Furniture ads in a busy retail zone. But it may not be appropriate for airport advertisements targeting corporate visitors.

Furthermore, your message should target the demographic you're attempting to attract. Construct your message to target their wants, desires, and pain points. Use eye-catching imagery and simple writing to build a standout campaign that makes a lasting impact.

Good to have:
Include brand standards in the outdoor campaign brief. This ensures consistency and harmony with your company identity. Specify your brand's logo usage, colors, typefaces, and other visual aspects. Consistent branding strengthens brand identification. It also ensures that your campaign aligns with your marketing plan.

DOOH Explained- What is Digital Out-of-Home Advertising? 3

Consider the OOH Location

The position of your outdoor advertisements is an important consideration. It may significantly influence your campaign's success. Location knowledge will help your planning team to develop proposals and strategies.

Be sure to include essential location factors in your campaign brief. For example, if you are developing a worldwide campaign, you'll want to identify the nations and top cities where your campaign will run. You should include a list of essential airports and places of interest. You'll also want to consider the demographics of your target markets. You can use this information to create a tailored advertising approach that resonates with the local audience. Including these factors in your outdoor campaign brief lays the groundwork for a compelling campaign.

How QSRs can use OOH to Drive Sales 2

Set a Realistic OOH Budget and Timeline

Create a realistic marketing budget and timetable. Outdoor advertising prices vary greatly depending on the media used, the location, and the campaign length. Allocate resources wisely to maximize the campaign's impact. Create a timeline to ensure the campaign runs smoothly. Share this timeline with all stakeholders to keep everyone involved up to date.

Consult with all stakeholders before writing the outdoor marketing brief. Ensure they know the campaign's goals, and address any criticism, recommendations, or concerns. Make necessary modifications and ensure the brief reflects your campaign's goals and vision.

Put Together a Comprehensive Brief for Your Next OOH Campaign

Creating an effective outdoor campaign brief is vital to successful advertising campaigns. Establishing objectives, defining your target market, selecting the appropriate medium, and providing brand standards, help your creative team and outdoor specialists to produce an effective campaign. You can encourage collaboration and open communication to get valuable insights and ensure your target audience receives your campaign well.

Anticipate difficulties and provide solutions while keeping the brief short. Set KPIs at the outset to quantify success. Conduct tests and measurements to maximize campaign performance. Outdoor advertising offers a unique opportunity to leave a lasting impression.

Well-crafted outdoor campaign briefs help your brand create distinctive and captivating ads that engage customers, drive actions, and reinforce your company's physical presence. Download our OOH Campaign Brief Checklist to help you prepare your next OOH campaign brief. Reach out to Billups and let us help you put together your next OOH campaign.

Get In Touch