Outdoor, with proof each site actually went up.
Hoardings, transit, airport, mall and vehicle branding. Sites chosen for who passes them, negotiated on your behalf, and photographed once they are up.
- Lead time
- Three to six weeks
- Minimum booking
- Usually one month
- Every site
- Photographed in place
What outdoor advertising can and cannot do
Outdoor buys attention from people who are not looking for you. That makes it good at a small number of jobs and poor at most others. It builds recognition in a defined geography, it makes a company look larger than it is to the people who matter locally, and it supports a launch or an event that needs to feel unavoidable for a few weeks.
What it will not do is produce measurable enquiries on its own. Anybody selling outdoor on a cost per lead is selling you a number they cannot substantiate. We run it alongside search and paid social so the lift is visible in branded search volume and in direct traffic from the areas the sites cover, and we say at the outset what that measurement can and cannot prove.
The part of this work that goes wrong most often is the part nobody discusses. Sites get sold that are obstructed by a tree, lit only on one side, or counted using footfall data from before a flyover changed the traffic. Rates are quoted at a premium to what the media owner actually accepts. Artwork is supplied at a resolution that looks acceptable on a monitor and dissolves at six metres.
So the work here is site selection, negotiation, artwork built for the distance it is read from, and verification. Every site you pay for is photographed in place, dated, and sent to you. That is a plain deliverable and it is unusual enough in this market that it is worth stating as one.
Scope
What is included
Site selection and audit
Sites chosen for who passes them and at what speed, then visited before booking. We check sightlines, obstruction, lighting and what the site sits beside, because a hoarding next to four others is a hoarding nobody reads.
Rate negotiation and booking
We negotiate against what media owners actually accept in that market and show you the rate card alongside what you are paying. Bookings are made in your name with the contract in your hands.
Artwork for the distance
Designed for the reading distance and the dwell time each format allows. Seven words on a hoarding passed at sixty kilometres an hour, more on a transit panel somebody sits opposite for twenty minutes.
Production and installation
Print, flex or vinyl production to the media owner's specification, plus installation scheduled and supervised. Material and finish are chosen for the season the campaign runs in.
Verification
A dated photograph of every site in place, taken by somebody standing in front of it. If a site went up late or not at all, you hear it from us before you hear it from anybody else.
Measurement alongside digital
Branded search volume and direct traffic tracked by region for the campaign period against a baseline set before it starts, so there is a defensible read on what the outdoor did.
How it runs
Weeks one and two
Geography, formats and budget agreed, then site options shortlisted and visited. You approve the specific sites, with photographs and the reasoning, before anything is booked.
Weeks three and four
Rates negotiated and bookings confirmed in your name, artwork designed and approved, and production scheduled against each media owner's specification and deadline.
Campaign period
Installation supervised, every site photographed in place and sent to you within the first days, and the branded search and direct traffic read reported at the end of the run.
What you get
- A site plan with the reasoning and the visit photographs behind each choice
- Booking contracts in your name, with the negotiated rates shown
- Artwork built to each media owner's specification, in every required size
- Dated installation photographs of every site you paid for
- An end-of-campaign report with the branded search and direct traffic read
How it is judged
- Whether every booked site went up, on time, as specified
- Branded search volume in the covered geography against the baseline
- Direct and organic traffic from the region for the campaign period
- Enquiries mentioning the campaign, where sales record it
Questions we get asked
How do we know the hoardings actually went up?
Can you measure the return on outdoor?
What is the minimum spend?
Do you take a commission from media owners?
How long before a campaign can go live?
What happens if a site is obstructed after we book it?
Next
Tell us the city and the buyer
Where you sell and who you need to reach. We come back with the formats worth using, roughly what the sites cost in that market, and an honest view on whether outdoor is the right place for the money.
Related services
The work behind this