With more than 4.000 large format billboards, The Greater Cairo offers brands the opportunity to reach millions of target customers in a fast, economic and difficult-to-miss way. However, in a city cluttered with billboards every other corner, a distinctive ad campaign has become a necessity for brands looking for a piece of the Egyptian market share.
Whether you are competing with local or international brands, it might be a good idea to analyse the effectiveness of your OOH strategy and find the right way to stand out from the competition.
We have outlined for you 5 principles to help you rethink your strategy and amaze the market with your next outdoor campaign:
Some brands try to include so much information in their ads that the viewers hardly get any of the details. Remember that most billboards are placed on roads, and drivers cannot slow down to read your messages or your contact details – or even understand the concept of your artwork! Simplicity, therefore, is key to the ad success.
With so many OOH suppliers, you may want to place an ad in each district of the city and play with wide Geo Positioning reach. The problem is that one ad alone is not so visible anymore, and brands lately have started to use double-decker poles and gates to capture the attention of onlookers. Alignment strategies such as the “Oppo/OUTSITE set” last October have proven to be highly successful, giving the brand enormous visibility and the market something to talk about. Think about choosing less locations, and getting more visible in target areas of higher interest.
Be creative, and be expressive! In a busy and crowded city like Cairo, people do not have the time to stop and look at everything. Therefore, you need to get their attention with impact. Creativity always pays a long way in grabbing the viewer’s attention, in attracting their interest. If you don’t want to be ignored, get creative!
We know you have a lot of space, but this is not the place to tell your brand’s story! Your ad copy must be clear, concise and highly visible. Test your message for length and catchiness, ask your team to read it aloud to double check the boldness of the words. And make sure it stands out from the colors of your design.
5. CTA (Call-To-Action)
This is a very controversial topic. Some advertisers don’t see the point in including a Call-To-Action in their outdoor campaigns, thinking nobody is going to follow up after viewing the billboard, while others claim that CTAs actually help in multi-channel strategies. Whatever your choice, if you decide to go ahead and include a CTA, remember to keep it direct and simple, like a handle for your brand’s Facebook page, or a short hashtag. If the CTA requires the audience to type too much, or to remember too many words for later, they may give up even before reading the last letter of the hashtag!
Although simplistic in their view, these five principles are often overlooked by many brands. Everyday we find ads with complicated artwork, or with such a long slogan that we hardly have any time to read it before our car has already passed the billboard.
Devising the right strategy for your campaign will not be quick and the process should not be rushed. Remember to keep your eye on the end goal: more than 20 million potential customers are waiting for your next OOH campaign!
Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
Tags: Creative Concept | Marketing Strategies | OOH | outdoor media | Strategic Media Planning | Branding Zone | Advertising
The Art & Science of OOH
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