How to Plan an OOH and DOOH Campaign, Step by Step
In short: a good OOH and DOOH campaign follows six steps: set one clear goal, define your audience and area, choose the right mix of formats and sites, decide the timing, create artwork for each format, and measure the results. At Inteli Media UK every campaign follows the same simple path: goal → audience → placement.
Step 1: Set one clear goal
Everything else depends on this. Typical goals are:
- Awareness – more people in an area know your name.
- Footfall – more people visit a shop, showroom or venue.
- Enquiries – more calls, bookings or quote requests.
- Launch – a new product, branch or event gets noticed quickly.
Step 2: Define your audience and area
Who are you trying to reach, and do they spend their day? Think about the roads they drive, the high streets they visit, the stations they use and the postcodes they live in. A local business usually gets the best results by focusing on the few miles around its premises.
Step 3: Choose formats and sites
| If you want to… | Consider |
|---|---|
| Reach drivers on main routes | 48-sheet and roadside digital billboards |
| Reach shoppers and pedestrians | 6-sheet bus shelters and street furniture |
| Change messages or launch fast | Digital LED screens (DOOH) |
| Cover a whole town on the move | Bus advertising |
| Reach travellers | Airport and rail sites |
A mix usually works best: a few large sites for reach, plus smaller sites close to people buy.
Step 4: Decide the timing
- Classic billboards are booked in two-week fortnights. Two or more fortnights build recognition.
- Digital screens let you target days and times, such as weekday mornings or weekend afternoons.
- Match the campaign to your calendar: launches, seasonal peaks, events and offers.
- Book early for busy periods such as the run-up to Christmas.
Step 5: Create artwork for each format
One message, a few words, a big logo and strong contrast. Adapt the layout to each format – landscape for roadside billboards, portrait for bus shelters, and screen-ready files for digital sites. See our guide on how to design a billboard.
Step 6: Measure the results
Use industry audience estimates to understand reach, and add your own tracking: QR codes, short web addresses, branded searches, enquiries and footfall compared with a normal period. Read how OOH audiences are measured.
Combine OOH with digital marketing
Outdoor advertising works well alongside search and social media. People who see your brand on the street often search for it later, so make sure your website, Google Business Profile and social pages are ready, and consider running local search ads during the campaign.
Frequently asked questions
How far ahead should I plan an OOH campaign?
For classic billboards, a few weeks ahead allows time for site ion, artwork and printing. Popular sites and busy seasons can book up earlier.
Do you plan the campaign for me?
Yes. A dedicated OOH specialist at Inteli Media UK plans classic and digital campaigns end to end – goal and audience to sites, artwork, installation and reporting.
Let's plan your campaign
Your brand has a goal. Every placement should serve it. Request a quote or talk to our team.
Get in touch with Inteli Media UK
- Website: Explore INTELI MEDIA UK Billboards
- WhatsApp: Contact INTELI MEDIA UK on WhatsApp (+44 7886 314409)
- Email: info@intelimediauk.co.uk
- Instagram: Follow @inteliuk for UK OOH campaigns and news
About Inteli Media UK: we plan and book classic and digital out-of-home (OOH and DOOH) advertising across England. We are part of Grupo Inteli, present in 8 countries, and a member of the World Out of Home Organization (WOO). Every campaign is planned with a dedicated OOH specialist.
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