1 min readBillboards & OOHStrategy
Out-of-home is content with a media buy attached
A billboard reaches the people who drive past it once. The photograph of it reaches everyone else, repeatedly, for free.
Out-of-home gets evaluated with the wrong maths. Impressions and cost-per-thousand describe the people who physically pass the site. They say nothing about the second, larger audience: everyone who sees the board because someone photographed it and posted it.
[ 01 ]Pick sites for the photo
That changes site selection completely. A cheaper board on a corridor an audience already congregates in — a venue approach, a neighbourhood with cultural weight, the walk from a festival gate — will out-earn a more expensive placement on a road nobody stops on.
[ 02 ]Plan the amplification before you buy
- Brief the creative for legibility at distance and for a phone screen
- Book documentation on the install, not two weeks later
- Line up the talent, creators or community who will post it organically
- Hold paid budget back to amplify the documentation, not just the placement
Judge the buy on total earned reach. Under that measure, the sites that look inefficient on a rate card are frequently the best value on the plan.