Features & Specifications

Creative Specs & Design Notes

Know Your Objective

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:

  • Increase branding and awareness
  • Drive traffic to website
  • Drive traffic to a physical place
  • Promote a special product, service, or offer

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.

When to Change Creative

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 cannot be used on Lamar DOOH

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.

Digital Billboard Sizes / Width × Height

Digital Bulletin

1400px × 400px

Download PDF

Digital Poster

840px × 400px

Download PDF

Digital Square

600px × 600px

Download PDF

Digital Quarter

1600px × 400px

Download PDF

Creative Specs

  • Create in RGB color mode. Preferred color profile is sRGB.
  • Always export at maximum quality. Recommended file size is minimum 40kb and maximum 750kb.
  • Save all artwork as a .JPG or .PNG file format at 72ppi.
  • When creating black, the values should be R-0 G-0 B-0.
  • Remember to use simple fonts, contrasting colors, and large text to push readability.
  • Advertisers can reach over 90% of Lamar screens with two specs: 1400x400 & 840x400
Download SPECS PDF

Dynamic Content

From sports scores, weather, and traffic to promotional offers, directions to a store, and localized imagery, dynamic creative unlocks personalization at scale for marketers. 

What dynamic capabilities are available through Lamar programmatic?

  • Locations
  • Live scores
  • Conditional (weather)
Dynamic Capabilities PDF
Restrictions and Sensitive Copy

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.

Restrictions and Sensitive Copy

Copy Acceptance Policy

Restrictions and Sensitive Copy


Restrictions and Sensitive Copy