Build a 90 day out of home advertising plan that reaches sign-off

What to take away

Decide first whether the 90 days is a test, a launch or a seasonal push, because that choice drives site selection and how you judge success.
Work backwards from the live datecreative approval and site booking take longer than buyers expect.
Phase the budget rather than spending it evenly; frequency builds, so the middle weeks do more of the work.
Agree the measurement method before booking, so the review compares like with like.

Set the objective before you pick a format

The first decision is what the 90 days has to prove. A test needs reach against a defined audience. A launch needs presence near the points where people decide. A seasonal push needs timing tied to demand.

Write the objective as one sentence with a number in it. For example, a team paying £400 a month for a small digital panel might aim for a measurable lift in branded search in the same postcode district.

If you are choosing between reach, frequency and proximity, the out of home advertising strategy and planning guide sets out how each objective changes the sites you shortlist.

Map the ninety days into four blocks

Use the 90-day window as four named working blocks. Agree the live date first and work backwards; ask each media owner for its actual booking deadline and any hold expiry, as these vary by site and format.

Brief and measurement (at the outset):Set the objective, audience, baseline and success measure. Name the marketing lead responsible for the brief.
Sites and permissions (before booking):Shortlist locations and formats, then check availability and permissions. For sites in England, get written landowner consent and ask the media owner whether the required advertisement consent is in place; if it is not, confirm who will apply to the local planning authority before committing.
Budget, booking and approvals (before confirming the order):Obtain written quotes and availability from media owners such as JCDecaux, Clear Channel, Global or Ocean Outdoor. Check the booking terms, cancellation conditions, artwork specifications and production costs, then get budget approval and a booking confirmation before production.
Creative, live campaign and review (before launch and throughout the flight):Clear the claims and artwork, with final artwork approved at least two weeks before the live date. Run the agreed measurement throughout the campaign and record the results for the final review.

Ninety days in four blocks

Weeks 1-2
Confirm objective, budget, scope
Weeks 3-4
Shortlist sites, build cost model
Weeks 5-6
Produce and approve creative
Weeks 7-13
Go live, monitor, review

Set a clear approval gate before confirming a booking: the marketing lead signs off the brief and measure, the budget holder authorises the spend, procurement checks the booking terms, and the brand or legal reviewer clears the creative and any claims. Record who approved each item and when; keep planning-consent and landowner confirmations with the site list. The sign-off pack should contain the brief, proposed sites and written quotes, dates and booking terms, full budget including production and contingency, permissions, substantiation for claims, and the measurement and review method. Keep the blocks in one document so finance sign-off and the media booking refer to the same dates.

Check the rules that apply to the creative

Out of home copy is non-broadcast advertising. The CAP Code (the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing) applies; the Committee of Advertising Practice writes it and the Advertising Standards Authority administers it. The BCAP Code is for broadcast advertising, not ordinary out of home placements. Claims about performance, comparisons and testimonials must be evidence-based and capable of substantiation, so clear them before creative sign-off.

Two checks catch most problems. Can the claim be read in the time a passing viewer has? Is there a file that proves it? If either answer is no, change the copy.

Phase the budget instead of spreading it flat

A flat weekly spend ignores how out of home works. Frequency builds, so the middle weeks usually do more of the work than the first.

Budget phasing across 13 weeks

First three weeks20 per cent
Middle seven weeks50 per cent
Final three weeks30 per cent

A workable shape for a 13 week campaign is roughly 20 per cent in the first three weeks, 50 per cent across the middle seven, and 30 per cent in the final three. For example, a team with a £30,000 illustrative budget might hold back enough to add a second panel in weeks five to ten.

Build the cost model before you commit. The out of home advertising planning template gives you a structure for site costs, production and contingency in one place.

Decide how the campaign will be judged

Choose the measure before the first panel goes live. Options include site traffic, branded search volume, code redemptions or a short prompted recall study. For comparable UK out of home audience estimates, ask the media owner for Route data for the proposed sites, audience and campaign dates, and record the method alongside the agreed outcome measure.

If the campaign collects personal data, for example through a QR code that captures an email address, the collection and any follow-up messaging sit inside data protection law. The Information Commissioner's Office publishes a step-by-step guide to direct marketing for your small business covering consent, records and opt-outs.

For UK out of home campaigns, ask the media owner which Outsmart Code of Practice commitments apply and whether the poster sites are audited by the Poster Audit Bureau (PAB), where applicable. Record the audience-data source and any site-audit information in the plan so the review can use the same basis as the booking.

Common questions

How long before launch should creative be ready?

Aim to have final artwork approved at least two weeks before the live date. Ask the media owner for its artwork specifications and booking deadlines early, as site availability and contracting timelines vary. Confirm who is responsible for landowner and local-authority permissions, and keep written confirmation with the sign-off pack.

Can a 90 day plan work on a small budget?

Yes, if you narrow the geography rather than the duration. One well-placed site held for the full quarter often outperforms several sites held briefly, because frequency needs time to build.

What should the final review cover?

Compare the agreed measure against the result, note which sites carried the campaign, and record what you would change. That record makes the next quarter faster to plan.