OOH Advertiser Target Audience Worksheet
As billboard owners, account reps, and designers, we don’t always think about our advertiser’s target audience or market segment. That is, the people who are most likely to buy that advertiser’s product or service. However, it is something we should be thinking about from the time the sale is made until the design is approved and live. As this can have a direct impact on how effective the billboard campaign is for the advertiser. And the more effective their campaign is, the more likely they will continue to advertise with you.
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What can we as OOH people do to help our advertisers when it comes to their target audiences?
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• Pick locations, dates/times, etc. of specific locations their customer’s are more likely to drive by.
• Design the ads based on what their specific target demographic would like to see.
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Examples:
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• A local small bank wouldn’t have a lot of success advertising on an interstate, they would be more suited to billboard locations near business areas and family traffic. Their billboard ads would include imagery of family and community and use colors and fonts that convey trust, dependability, and warmth.
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• A car wash might want to advertise near heavy construction zones, or areas where vehicles are more likely to get dirty. Their ads might be edgy, bold, and colorful to grab attention.
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• An upscale jewelry store’s target audience would include people in the higher income bracket, within the 40-65 age group, etc. Some locations that might benefit this advertiser would be billboards near higher-income neighborhoods and shopping districts. Their billboard art would be minimal, monotone in color, and showcase their products or include models wearing fancy apparel.
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Every advertiser has a unique target audience. There are specific groups of people the advertiser would like to target and show ads to. Communication is key when it comes to understanding your billboard advertisers’ target customers. Some of your advertisers will know this information, and some may have never thought about it. Either way, having a target audience plan is a path to understanding your advertiser and their needs.
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Tasty Ad has developed an OOH Advertiser Target Audience Worksheet to help you with this process. This worksheet is free to download and share with your clients. Fill it out with them in person, or email it to them. Once you know who the advertiser needs to reach, you can pick the best locations suited for their advertising needs.
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