The key to a great campaign is to begin with the goal in mind. Typically, with out of home, a client is trying to achieve one of the four goals below:
Once you identify the main goal, make that the primary objective of the out of home ad. The key to effective OOH design is focusing on ONE thing. Brevity is very important since the dwell time is relatively short. People generally have 4-5 seconds to read an OOH ad, therefore the message needs to be concise and to the point.
Out of home is not the place to say it all. It’s the place to draw someone in visually, make an impact, create intrigue, and make them remember the brand. After that, people will find all of the other information that they desire. 46% of people Google a business AFTER seeing a billboard.
Lastly, keep in mind that OOH is a visual medium. Aim to create an ad that stands out in the media clutter, but most importantly, that solves the brand’s problem. Be sure to select contrasting colors and legible fonts to catch the eye of consumers and ensure they understand your message. Create a design that will evoke an emotion and make the viewer feel something —motion drives behavior.
For traditional OOH, we recommend refreshing creative every 3 months to avoid wear out. However, since programmatic is digital and driven by data, you should take advantage of changing the creative often based on various conditions.
Highly contextual messaging will produce great results. You can change your creative based on location, time of day, weather conditions, etc. Doing this will make the advertisement appear relevant to the target audience. Creative can and should be tailored to the specific audience that you’re trying to reach.
QR codes may not be displayed on billboards but are acceptable for transit advertising or street-level media when not intended to be read by drivers. Instead, we recommend a call to action that is short and memorable such as a URL.
From sports scores, weather, and traffic to promotional offers, directions to a store, and localized imagery, dynamic creative unlocks personalization at scale for marketers.
Restrictions are applied on a screen-by-screen basis in compliance with location and legal guidelines. Creatives that require additional review include political, cannabis, and sensitive/sexual.