Billboards work when you use the canvas as art, not a way to return investment (even is that is the end goal). I say this because If you overfocus on ROI over the art then you end up making something cold, functional, and unengaging. Something people are unlikely to share. Effective OOH doesn’t just occupy space in a location, it complements it, morphs it into some interesting, something you want to look at at and re-look at. Something you want to take pictures of and tell others about. The truth is you’ve got six seconds, or less. Six seconds to entertain, six seconds to excite, six seconds to intrigue. That’s why you often see companies relying on more than just one ad and instead utilising multiple to create a takeover that elevates the experience. But whether you use one or multiple, the same goals apply: entertain, excite intrigue.
All of that said, I’m not naive, billboards aren’t cheap and there are growth targets to meet. So how do you measure attribution for this amazing art you plan to create? Well, it really comes down to awareness and engagement. Awareness can be broken down into two sub categories: discovery/re-discovery and perception. Through a billboard people can discover your company exists, or be reminded that it exists. It can also cause them to instil or upgrade the perception they have about your company, its style, and ethos. If you’ve interested viewers enough you may then turn this awareness into engagement – people actually checking your website, sharing your post on social media, or booking demos. High awareness (from impressions), and high engagement (from clicks) – that’s what an effective OOH campaign looks like.
Part of achieving this though isn’t just based on what content you include on your billboard but also it’s location. Assuming that your best bet is to place a large billboard in the place with the most footfall is costly. More effective, is choosing to place your billboard in a location that is likely to garner the most impressions from your target audience. Perhaps outside a conference they’re likely to attend, beside offices where their companies are stationed, or not too far from the food market where they’d typically pass for lunch. And I know I’m talking about billboards here. But OOH can manifest in multiple different forms, such as posters taking over a wall, digital pop-ups, or even installations (more on this in a separate post).
As technology continues to evolve, OOH has the potential to get really exciting. Whether it’s advancements in AI, augmented reality, or virtual reality, brands will have at their fingertips more ways than ever to engage audiences, create compelling experiences, and ultimately elevate their storytelling. So let’s make art (and hit those targets in the process).
In conclusion:
- Billboards aren’t dead for SaaS.
- You’ve got six seconds or less – entertain, excite, intrigue.
- Content is important, but so is location.
- The future of OOH is exciting.
Looking for examples of SaaS companies that have done it well? Look no further:
