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Planning an OOH Campaign: A 12-Point Checklist
Everything to nail before you brief an OOH campaign — from audience data to creative sign-off and measurement.
12 June 2026 6 min read
OOH campaigns fail for one of three reasons: fuzzy objective, wrong media, or creative that ignores the format. Nail this 12-point checklist before you brief and none of that happens.
/ The 12 points
- One business objective, written in a single sentence.
- Defined audience with Route or Mediareach numbers.
- Postcode-level targeting, not national spraying.
- Chosen formats: taxi, bus, underground, DOOH, or a mix.
- Budget bands for media, production, install, creative.
- Creative built to OOH rules — one idea, six words, big brand.
- Production lead times signed off (3–5 weeks typical).
- Legal clearance for creative and locations.
- Measurement plan — matched market, search lift, direct traffic.
- Paid social amplification of the OOH creative.
- PR angle for launch week.
- Post-campaign readout scheduled at week 8 and week 16.
We run this checklist on every brief. See our approach for the full workflow.
#OOH campaign planning#media planning OOH#billboard campaign#OOH checklist
