Your first OOH campaign is exciting. It's also easy to waste money on if you go in without understanding how the channel works. Here is what changes when you're new to outdoor.
Lead times are longer than you think
Digital OOH can sometimes be booked within 48 hours. Static paper sites typically need 2–4 weeks for production and posting. Premium sites in major cities — think Piccadilly Lights or the Old Street roundabout — book weeks or months in advance. Plan early.
Location is everything
A billboard in the wrong location is worse than no billboard. Proximity to your target audience, footfall data, and competitive context all matter. We use audience indexing to match sites to the people you're trying to reach — not just buying cheap inventory.
Creative must be built for the format
The most common first-time mistake: adapting a social graphic or print ad for OOH. Outdoor creative needs to communicate in under three seconds. One image. One message. Five words maximum. If your creative requires reading, it won't work.
Measurement is different
OOH can't be tracked with a pixel. But it can be measured: footfall uplifts, brand search increases, social mentions, sales data in geofenced areas. We set measurement frameworks before any campaign launches, so you know what success looks like.