How Do You Select Outdoor Advertising Locations?

Selecting billboard locations by purchase travel times.

Let’s break down how one selects Outdoor Advertising locations.  As part of the consideration set in allocating billboard locations, one should understand consumer purchase paths with regards to proximity of retailers in relation to customer’s willingness to travel, as expressed in a measure of time, (minutes) NOT miles .  Travel time is a major determinant in consumer buying and selection of brick and mortar stores. The old standard of X mile radius as criteria for OOH selection should be a relic of the past, no longer a relevant planning/buying objective.

The old standard of X mile radius as criteria for OOH selection should be a relic of the past, no longer a relevant planning/buying objective.

Aggregating mobile and other technology data to understand consumer purchasing habits and identification, creates a new standard for literally selecting the most effective OOH locations for an ad campaign.

Determine the distance traveled as valued in minutes of consumers travel time for purchases in patronizing your customer’s business. Establishing the boundaries and placing OOH locations within that defined time measured polygon boundary, will maximize your customer’s return on their Outdoor Advertising investment.  Note, the OOH location does not have to be on the same arterial or road and certainly not inbound to your customer’s store to be effective.  We aren’t talking directional here. Know the optimal travel times of your retailer customers.  See the graph below.

Are your customers still asking for OOH locations within a radius measured by miles?  We would like to know.  Share your comments below.

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