What Should a Marketer Consider or Do When Creating/Executing Outdoor Advertising?

I love outdoor ads.  They are big and bold – and if executed correctly, outdoor advertising can be highly effective.

Here are a few tips to keep in mind:

Be clear on your objective.  Outdoor ads are great reminders.  They are wonderful to point the way – such as to your new emergency department. But they are not well suited to educate consumers about a whole new form of cancer treatment or a complex cardiac procedure.

The rule of “KISS” applies.  Outdoor boards are not great big print ads.  You are viewing a billboard while flying down the highway or a transit board as the bus is zooming by.  So make sure to keep your message very short and simple – preferably no more than 7 words.  And make the logo and phone number or URL HUGE.  (Of course every art director in the world is ready to shoot me for that one! But it is necessary in order for the outdoor ad to do its job.)

Plan a supporting role.  Rarely does outdoor advertising stand alone -- rather it is great when used as part of a campaign.  Combinations that work extra hard are:  Radio and Outdoor (hear and see your message at the same time) or Web and Outdoor (a simple, easy-to-remember URL is a perfect call to action or source for more information).

Be a tease.   Outdoor ads are great places to build suspense.  Here is one of my favorites.  The message rolled out in three parts – the first two “teaser” messages each appeared for one week, and then the “payoff” message was posted. 

Week 1

Week 2

Week 3 and thereafter

Outdoor can be fun, engaging and most of all a successful part of your strategic marketing communications effort!

- Susan Dubuque, President

This "Ask The Experts" column was originally written for HealthLeaders magazine.