The start of the year for most marketing teams means quarterly planning, budget allocation, and setting priorities. An important question to tackle: Which efforts will deliver the biggest ROI, and how can we predict where to allocate resources effectively amid evolving technology and unpredictable consumer behavior?
The one thing every marketer can indefinitely be certain of: consistent investment in a brand is non-negotiable.
Like Airbnb has expressed, brands aiming for lasting market influence must prioritize a long-term strategy. Think of your brand as the foundation that supports sustainable growth and customer loyalty. It’s this effort that ensures your company is top of mind when (perhaps) only 5% of your ideal customer profile is ready to buy at any given moment.
One of the most effective ways to invest in your brand? None other than Out-of-Home (OOH) advertising. It strengthens your brand in two critical ways:
- Market Positioning: establishes your brand’s identity, values, and unique differentiators in a highly visible manner.
- Sales Funnel Efficiency: reduces customer acquisition costs and boosts conversion rates over time.
As your team plans for the year ahead, consider the following questions to determine if an OOH campaign aligns with your business goals in 2025.
1.Do we have the type of credibility needed to establish authority in our market?
Billboards are a high-visibility platform that signal authority through their physical size, prominent placement, and ability to capture public attention. Because legacy brands have used billboards for decades, consumers naturally perceive brands using them as more established.
To position yourself as a reliable industry leader, place your OOH and in high-traffic areas that are frequented by your target audience. For greater impact, photograph your campaign and share it across social media channels to amplify reach and reinforce brand trust.
2. Is our brand trustworthy as depicted by customer perception?
Historically, the investment required for OOH campaigns has signaled to consumers that a brand is more credible, making billboard space a symbol of a worthwhile and confident investment.
Use billboard messaging to reinforce your brand’s reliability and core values. Clearly stating your values demonstrates confidence and shows that your brand isn’t afraid to stand firmly behind its mission and promises.
3. Would a market expansion help us tap into new user segments or untapped demand?
OOH provides broad geographic reach so you can get in front of potential customers through highway signs and urban displays that cover a range of commuter, traveler, and local audiences.
Use Blip’s location pages, segmented with city demographic insights, traffic data, and message optimization strategies, to launch targeted billboard campaigns in key areas where you’re introducing products or services.
4. How can we effectively launch our new products or services across various markets?
Successful product rollouts need widespread awareness to generate momentum and drive early adoption. OOH advertising helps create this momentum by delivering mass exposure in high-traffic areas, building excitement, and keeping your brand visible throughout the launch phase.
Leverage dynamic messaging on digital billboards to adapt in real-time, highlighting product benefits, promotional offers, or regional availability to maximize impact across multiple markets.
5. Can we reduce customer acquisition costs?
Billboards offer one of the lowest cost-per-thousand-impressions (CPM) of any advertising medium. Unlike digital ads with fluctuating rates, OOH provides consistent visibility without the risk of ad fatigue, maximizing your investment over time.
Allocate a strategic portion of your media spend to OOH to reduce overall acquisition expenses. By incorporating billboards into your marketing mix, you can balance high-impact brand awareness with cost-effective customer reach, ultimately improving your campaign’s ROI.
6. Will we be rebranding?
Consistency in rebranding across all touchpoints is key, and OOH advertising offers the broad reach and high visibility necessary to create a unified, memorable, and if done effectively, viral impression. Whether it’s updating your logo, tagline, or overall brand positioning, billboards provide a platform to make a bold, impactful statement during a pivotal transition.
Place ads in high-traffic areas relevant to your core customer base, and incorporate clear, concise messaging that highlights your new brand elements.
7. How do we beat incoming competition in the market?
With increased competition, creative design, unique messaging, and targeting niche audiences can be the difference between being noticed or overlooked. OOH advertising allows brands to make bold, memorable statements that resonate with their target market while reinforcing a strong, competitive edge.
Use bold, creative billboard designs that capture attention and communicate your unique value proposition. Tailor your designs to highlight your advantages over competitors, ensuring that your brand remains top-of-mind and unmistakably different.
8. What events, seasons, or business milestones can we capitalize on?
Whether you’re hosting or the city in which your target audience is, strategically displaying ads on billboards during major events like the Super Bowl and the Olympics, Coachella, or the World Cup is a guaranteed way to maximize exposure. In addition, aligning OOH ads with local festivals or large conferences can further boost your reach.
Plan your OOH campaign around both unrelated events and company trade shows, or product releases, to ensure your message reaches broad audiences.
Building a Timeless Brand Presence
Out-of-Home (OOH) billboards can serve many purposes, but the most natural investment—one that big brands have relied on for years—is to create long-term brand awareness. This enduring medium is a surefire way to keep your brand top of mind for years to come.
Still have questions? Reach out to our team and let us help you strategize the perfect OOH campaign to lift your brand’s visibility and impact.
