Factors Affecting the Longevity of an OOH ad
Through advancements in technology and innovative new products, there are more creative opportunities than ever before to engage and interact with consumers.
Studies have shown there are many factors which may shorten or lengthen the effective life of a campaign.
Here are some guidelines to assist you in determining how you can enhance the effectiveness of your advertising and when it may be time to change your creative.
Advertising Message and Style
The complexity, relevance and message style used to communicate to the consumer all have an impact on a campaign’s staying power. While intriguing OOH ads will gain the most attention in the short term, if the solution is too difficult to grasp or too obvious, the “life” of the ad may be much shorter.
Teaser ads can be an excellent way to captivate consumers’ attention.
Timing and Flighting of Campaign
On its own, OOH can sustain awareness up to six weeks after the campaign has ended. When OOH is used in a media mix, it extends the life of TV and the Internet on average by 30%.* [BrandScience 2010].
The weighting of a campaign can play a major role in determining the rate at which consumers learn and tire of a specific execution. When running a heavy weight level, multiple executions can extend awareness through the advertising period.
The composition of the target audience has a bearing on the duration of an ad’s effectiveness. An ad aimed primarily at adults will probably have a quick wear out among teenagers and vice versa.
Competition pressures can affect an ad’s longevity. When there is little differentiation in the creative style of two competing products, heavy media weight can result in category overkill and accelerate decay of both ads.
Number of Creative Executions
Multiple executions can be effective during a sustained advertising period. Relatively short posting duration combined with multiple campaign executions can be used to prolong the ad’s “life”.
Campaigns using multiple creative executions have been shown to generate an average recall that is 14% higher than those using a single execution. If using one creative design at a time, it is generally recommended that it be changed after 4 to 8 weeks to keep the message “fresh”.
Source: OMAC – Outdoor Marketing Association of Canada.