OOH for First-Time Buyers: What You Need to Know Before Spending

Your first traditional OOH campaign is not like your first digital OOH campaign or first paid media or social media campaign. The process is slower, the commitments are longer, and the rules are different. Here is what changes.

Lead Time is Real

Digital OOH: book today, launch tomorrow. In some cases you can launch the same day or even hour, depending on whether it's a programmatic digital OOH buy or what time the media owner's submission for artwork deadline is. Generally speaking most media owners will ask for digital OOH bookings to be booked asap and artwork to be sent 2-7 days prior to going live to allow enough time for their scheduling team to get it scheduled and check the artwork is to spec.

Traditional OOH: book today, and you'll usually launch in 3-6 weeks if you are lucky.

Most traditional (paper) billboards require 3-4 weeks minimum notice. Artwork must always be sent 2 weeks prior to the go live date as print production alone takes 1-2 weeks depending on size. 'Special Build' billboards, which are billboards that usually have some sort of 3D or special element built on to them, require 8-12 weeks booking in advance.

Plan accordingly: If you want to launch traditional OOH in June, start booking in April.

Minimum Campaign Duration

Traditional OOH is not a short-term channel but Digital OOH can be. Most operators have minimum commitments:

• Traditional billboards: this can vary from market to market. For example in the UK, most media owners will sell in 2 week bursts, but in the US and Middle East it's common practice to sell 4 weeks minimum
• Digital OOH screens: these can also vary from market to market. For example in New York Times Square you can buy 1 hour domination slots on big screens meaning you're the only advertiser on them for a full hour. This comes at a premium price tag. You can buy campaigns for 1 day on rotation with other advertisers, but most advertisers will favour buying slots on rotation for longer periods, usually 2 weeks+ and in some cases all year round, depending on the campaign brief.
• Transit (buses, tube): usually 2-week blocks
• 6-sheets and smaller formats: often 2-week minimums

There are rare exceptions for short-burst campaigns, but you will pay premium rates.

Location Selection Matters More Than You Think

With digital OOH, you can target an audience and spread your location radius far and wide to reach your audience. With traditional OOH, you are buying a set location. The location must fit your audience and message.

That's why it's important to think about and discuss with Breaking Ads:

• What is the daily traffic count at this location?
• What is the demographic profile (age, income, gender)?
• How long are people viewing your ad (commuters vs. shoppers)? This will help us guide you how best to form your creative.
• Are there competing ads nearby?

A billboard in the wrong place is money wasted.

Creative Requirements Are Different

OOH creative must work at distance and speed. People have 2-5 seconds to absorb your message while commuting.

Common mistakes for first-time buyers:

• Too much text. Use max 7-8 words if possible.
• Small logo or CTA. Make it 30% of the space.
• Complex messaging. Keep it to one idea per billboard.
• Digital screens feel like website ads. They should not be.

Working with an agency that understands OOH creative will help the effectiveness of your advertising campaign.

Flexibility is Limited

Once a billboard is up, changing it is expensive and slow. Budget time and money for:

• Design revisions (do them before approval)
• Print changes (if needed mid-campaign)
• Installation delays (weather, logistics)

Digital OOH offers more flexibility but costs more upfront.

Measurement is not Automatic

Unlike digital paid media campaigns, clicks and impressions do not always auto-report in OOH campaigns. For example, with traditional OOH media (paper billboards) some media owners will provide estimated impressions prior to the campaign and a proof of play photo. With digital OOH billboards, you can get a proof of play report that will show how many ads the screens played. It's useful to plan your measurement strategy before launch:

• Will you run a brand lift study before and after?
• Will you use unique codes or URLs? This is not always recommended for some formats, for example for roadside screens we wouldn't recommend the encouragement of QR codes.
• Will you monitor website visits and sales data before, during and after the campaign?

Budget Reality Check

Here is a basic guide to minimum spends on different types of OOH and Digital OOH campaigns:

Traditional OOH

Paper Billboards (also known as a 48 sheet Paper Billboard) can cost between £600-£1,200 + VAT for 2 weeks including media, print and install, depending on which media owner, location, availability and whether it is a backlit 48 sheet. Most media owners will have a minimum spend of £1,500 + VAT. Larger paper billboards (96 Sheets) can cost upwards of £1,250 + VAT depending on media owner and location.

Paper Bus Shelters / Paper 6 Sheets, commonly found at bus shelters and as free standing units on high streets, can cost between £500-£750 + VAT per 2 weeks. Most media owners will have a minimum spend of £1,500 + VAT.

Digital 48 Sheets are the same size as paper 48 sheets but digital. Most media owners offer a slot (usually 1 x 10 second slot per minute) for 2 weeks for between £800-£2,400 + VAT.

For bigger digital screens like Mega 6s or 96 Sheets, the prices will vary depending on the media owner and location. Places like London and New York are significantly more expensive. It's better to speak to us about your brief so we can discuss this with you in more detail and recommend a minimum spend budget, usually at least £10K for London, and £30K for New York Times Square.