oOh!’s Billboard Bootcamp
Lessons from oOh!’s Billboard Bootcamp
Last week, Kaimera attended a Billboard Bootcamp hosted by oOh! to dive deep into the world of out of home advertising and explore how we can best utilise the format for our clients. From towering static assets to eye-catching ‘fame-building’ digital screens, the session reinforced the value of billboards in a media plan and how clients can leverage the format for maximum impact.
The value of Billboards on the plan:
It’s easy to think of billboards as “just big posters,” but the bootcamp reminded us they’re so much more. Strategic billboard placements can drive reach, build frequency, and amplify campaigns in ways that complement TV, radio, digital, and social channels.
Key lessons included:
Location is Everything: The right billboard in the right place can turn heads and make a lasting impression. Considering foot traffic, vehicle counts, screen angles, incoming traffic, and audience demographics ensures every placement works hard to deliver the desired outcome.
Static vs. Digital – The Dynamic Duo: Static billboards build long-term brand presence and familiarity, while digital boards offer flexibility—daypart targeting, dynamic creative, and real-time updates. oOh! recommends a dual approach to deliver maximum impact and value.
Integration is Key: Billboards shine brightest as part of a broader, integrated plan. When messaging is consistent across channels and tells a cohesive story, it builds a strong platform for audiences, driving cut-through and making campaigns more memorable and effective.
Not all billboards are created equal:
Understanding the overall campaign objective is critical before briefing. Goals such as reach, frequency, or impressions determine the recommended mix of billboards.
As part of the bootcamp, we were challenged to respond to a brief and create our own billboard schedule. We evaluated placements by audience reach, traffic patterns, visibility, and investment per market. It was interesting to see that some high-profile locations weren’t always the best reach drivers or most cost-effective options , while smaller, well-placed sites could deliver surprisingly strong results. This exercise reinforced that data-driven planning is just as important as creativity - ensuring every dollar invested delivers maximum client impact.
Takeaway for Clients
Billboards aren’t just big—they’re strategic, flexible, and measurable. By thoughtfully combining static and digital OOH, planning with data, and integrating billboards to complement other channels as an awareness driver, campaigns can reach the right audience at the right time while building both frequency and impact.