Out-of-home is the one channel nobody can skip, block or scroll past. It’s also the one most local businesses assume they can’t afford — usually because they’ve only ever been quoted for a highway billboard.
Digital out-of-home is bought screen by screen now. You can put your brand on the specific screens along the specific routes your customers already travel, for a fraction of what a traditional buy costs.
What we place
- Billboards — static and digital, from highway to neighbourhood
- Transit — shelters, station domination, interior and exterior vehicle
- Retail and mall screens — reaching people already in a spending mindset
- Place-based digital — gyms, offices, elevators, restaurants
Placement strategy
The screens matter more than the creative, and most buys get this backwards.
We start with your catchment — where your customers actually come from, which we can usually pull from your existing data — and select screens along the routes into it. A screen two minutes from your door is worth more than ten screens across town.
For restaurants and retail, proximity and daypart do most of the work. Someone seeing your name at 5:40pm on the road home behaves very differently from someone seeing it at 11am.
Creative
OOH creative has its own rules. Six words maximum. One idea. Legible at speed, in bad weather, from an angle. Your logo has to be recognisable at a glance, which is a real test of whether your branding is doing its job.
We design it, resize it for every format the buy includes, and handle delivery to each vendor’s specification.
Measurement
OOH used to be unmeasurable. It isn’t any more. We report plays, estimated impressions, and where possible attributed footfall and lift in branded search — which is usually the clearest signal that a campaign is landing.
Frequently asked questions
Isn’t this only for big brands?
Not since programmatic buying arrived. A single-location business can run a targeted digital out-of-home campaign around its own catchment at a budget that sits comfortably inside a normal local media plan. Almost nobody in your category is doing it, which is the opportunity.
How long should a campaign run?
Frequency is what makes out-of-home work — one exposure does very little, six or seven builds recognition. That usually means a minimum of four weeks, and longer for brand-building rather than a specific launch.
What does it cost?
It varies enormously by format, location and duration. A neighbourhood digital screen network and a downtown billboard are different orders of magnitude. We’ll build a plan against your budget rather than quoting a rate card.
Can you handle the creative and the buying?
Both. Placement strategy, negotiation, creative production, vendor delivery, and reporting — one team, one invoice.