Outdoor advertising can be a powerful tool when done right. This guide will take you through the essential steps to create a successful campaign using CAASie.co. From identifying your ideal customer to measuring your campaign’s success, we’ve got you covered.
The Devil in the Details
Who are we exactly creating the campaign for?
Alright, first things first—who are we talking to? Dive into your converted customers’ profiles and uncover the golden nuggets that lay within. Look at demographics like age, gender, income, and education. Don’t stop there—dig into their psychographics too. What do they love? What are their hobbies, and what creative decisions do they respond to the best? Finally, gather behavioural data. Track their buying habits, website clicks, and social media engagement. Use tools like CRM systems, Google Analytics, and even good old-fashioned surveys if you’re working with a physical business. By understanding who they are and what makes them tick, you’ll know exactly where to find them and how to win their hearts (and wallets)!
In the short of it:
Demographics: Age, gender, income, education
Psychographics: Interests, values, lifestyles, creative reception
Behavioral Data: Purchase behavior, website interactions
Tools: CRM systems, Google Analytics, surveys
Where Are They Hiding?
Got your customer profile? Brilliant! That’s the most time-consuming part out of the way. Now, let's find where they hang out. Use census data to pinpoint areas with high concentrations of your target demographics. Tools, details, and how fresh the data will vary country to country but it’s imperative that you lock down where they work, live, and socialise. For Australia, the best tool for this is Microburbs and the for the states, Census Bureau.
Keep note of where they spend their time within a separate document or notepad. This will enable you to have a rough idea of where you will be placing your ads on CAASIe.co.
Traffic Magic
Now that we know where they live, let’s see where they move. CAASie.co’s foot traffic data shows you where people are actually walking around. Overlay your census data with this foot traffic info when you’re setting up your campaign within CAASie.co. It’s like putting on X-ray glasses—you’ll see which areas are bustling with activity and packed with your target audience. This way, you can plant your ads right where they’ll get maximum eyeballs. It’s all about being in the right place at the right time. This is something you will want to create a test campaign for to be able to compile for your findings!
The BIG Pitch!
This is the tricky bit, usually most clients and individuals you will be pitching will be skeptical with this channel, this is where you be able to give them rough estimations on cost and return and if they ask for more details (which they will) you will be able to give them a thorough breakdown!
Setting Goals and Budgets
Time to set some goals with impressions and budgets. Different industries have different benchmarks but these are the rough impression goals and spends across various industries globally. These benchmarks are crucial when a client or manager needs an estimate of what the industry is aiming for and spending.
Industry Benchmarks | CPM: $40-$120
Retail: 1,000,000 impressions/month, this means a budget of $40,000-$120,000.
Automotive: 800,000 impressions/month, with a budget of $32,000-$96,000.
Healthcare: 600,000 impressions/month, costing $24,000-$72,000.
Technology: 700,000 impressions/month, spending $28,000-$84,000.
Finance: 500,000 impressions/month, needing $20,000-$60,000.
Does the CPM seem a little high? This is why.
When you’re working with Digital Out Of Home (DOOH) you’re playing with the big fish, well bigger fish than what you would typically be competing with on other channels within your niche which means you’re fighting for ad space and for the premium of the physical technology used within the billboards.
Winning People Over | Forecasting and Conversions
Now, let’s forecast like a marketing wizard. This is crucial for winning over the person you’re pitching to show your potential ROAS and the benefits for the business. Usually, this information is best presented to the finance department if you’re pitching this internally, as they are often the most skeptical and the controllers of the budget. For example, if you have a retail business and you’re pitching for a $40,000 campaign budget aiming for 1,000,000 impressions, break it down as follows:
View Rate: 70% of impressions result in views = 700,000 views.
Recall Rate: 30% of viewers remember the ad = 210,000 recalls.
Conversion Rate: 5% of those who recall convert = 10,500 conversions.
PRO TIP - Make sure your metrics align with the industry and country you're working within; otherwise, this will impact your reporting! Check out Statista to find these stats.
The age-old problem with dOOH | Measuring revenue attribution
Let’s talk numbers. Use linear regression to analyse how your DOOH campaign impacts sales. Linear regression is a statistical method that helps you understand the relationship between your campaign and sales performance and is crucial to showing the client at the end of your campaign and or for reporting back to finance (the bean counters) and you will finally gain their respect with your wiz-bang reporting skills.
At the bottom of this page, you'll learn all about it and get a chance to download our template!
The fun part: Creating Your Campaign on CAASie.co!
Here's a quick video that walks you through the entire process of setting up a campaign on CAASie.co. It's actually quite simple, but I'll list out the steps below in detail (for those of you who hate videos!)
Step 1 - Log into CAASie.co and head to the create campaign button on the bottom left.
Step 2 - Name the campaign, select client (if you have an agency account). If you're an Advertiser - you'll skip ahead to selecting the duration of the campaign,
Step 3 - You'll have the option of "Hand-Selecting" your boards, or if you already have a spreadsheet of locations you wish to target - you can choose the “Target Locations”. In this case, we'll pick the 'Hand-select Boards' method.
Step 4a - If you choose the Hand-select Boards method and click next - you’ll have access to our map! (How cool).
Step 4b - You can choose to search for locations in the search bar on the left, or alternatively simply use your mouse to pan across the map to find the boards you're interested in advertising on.
Step 4c - Select the boards that make the most sense for your campaign and or use the polygon tool on the right to select multiple boards at once!
PRO TIP - Use the foot traffic and live road traffic to show how busy your selected areas are!
Step 4d - Brilliant, you’ve selected your boards and you can see your hourly spend below, very cool. Click next and keep going.
Step 5 - Now it's time to set the hours you’re after that will allow you to choose which times make the most sense.
Step 6 - Here we are, nearly at the finish line. On the right it’ll give you the amount of spend required for those boards for them to perform… Our recommendation is for you to press the magic fix button! If you’re feeling * advanced * feel free to alter the spend pacing and the bid capping to really dial down.
Step 7 - The next step is uploading the creative for all your boards, pro tip some of the boards have audio and can be a video so keep that in mind to increase your view rate!
The Summary page will give you an overview of every detail of your campaign.
Boom!!! You have your campaign dashboard set up, press run and you’re ready to go and watch your campaign skyrocket!!
Brace for maximum impact
Ready to amplify your response? Integrate your DOOH campaign into a larger omni-channel strategy. Sync it with your online ads, social media blitz, and email campaigns. Keep the messaging consistent and visually aligned. This way, when people see your billboard, they’ll recognise your brand across other platforms, reinforcing your message and driving better recall when potential customers see your DOOH campaign.
Crafting the Perfect Ad Creative
Start with a strong visual concept that speaks to your brand’s identity. Draft multiple versions and refine them based on feedback with your team internally before going through revisions with your client.
Think outside the box (literally)
Incorporate local fixtures, weather forecasts, get people thinking and Interacting with the ad as much as possible in the most unique way. This is best done as a brain storming session with your brand manager or other members of your team, just make sure it’s on brand.
Clear Messaging
Your ideal customer isn’t standing there all day just looking at your ad, although that would be ideal, it’s unlikely to happen so when you do grab their attention you have to make the most of it. Make sure your hook, message and call to action are clear and concise and tailored to your ideal customer’s needs.
PRO TIP - Use a mockup provider online to present these drafts to your client with clear explanations of your design choices. Show them mockups of how the ads will look in real-world settings. Highlight the expected impact to get their buy-in. It’s all about creating something that not only looks good but also resonates with your audience.
Look at you! you can effectively plan, execute, and measure the success of your digital outdoor advertising campaign with CAASie.co, amazing…
Remember, understanding your audience, setting clear goals, and continuously analysing your results are key to a successful campaign.
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