Out of Home (& DOOH) Creative Tips

2. Consider the Context and Venue Type:

Where are your ads running? Are you running on billboards viewed from a distance, bus shelters viewed from street-level traffic, or placed-based screens like grocery screens, where consumers are engaged in contextually relevant environments?

What is the viewing experience like for the consumer? Are consumers viewing a board from afar along with everyone else or are they viewing a screen close-up? Are these screens in high or low-trafficked areas? What does the population look like around the screen locations?

How long will consumers typically be in front of the screen? Is your audience driving by on the highway, or working out on a machine at the gym? Are they momentarily in the elevator heading up to the office, or are they at the salon for a longer period of time?

These are some of the questions to consider when looking at the different venue types that are part of your OOH campaign. You can even tailor the creative to certain real world environments. For example, making the dooh ads in the gym showing someone working out vs the dooh ads in the mall showing someone shopping.

3. Relevancy is Key:

Time and location are everything when it comes to developing relevant out-of-home creative. Time of day and day of the week can all majorly influence how your message is received. Below are thought starters for contextually relevant use cases:

- Messaging tailored to morning commuters may differ from the messaging you use to reach on-the-go consumers in the evening.

- Take DMA into account. Depending on your product or service, it could make sense to tailor your creative that runs across NYC public transit from those found along LA highways. For example, your ooh creative can call out the market like "Hey <incert market>". When you call out a specific market or make it memorable people in that market may even post it on social media.

- Likewise, creative messaging that will reach fitness enthusiasts on gym screens may differ in tone from the creative you use to reach frequent travelers at airports.

- Consumers are bound to resonate with big, bold creative that is timely and relevant. Since DOOH ads can be dynamically changed you can highlight certain events that may be coming up in an area.

4. Incorporate Video/Motion:

If the venues where you’re activating accept video, consider using it! Video-driven OOH helps attract viewers, tell your story, and deliver emotion. Better yet, this provides the opportunity to leverage an existing TV or digital video spot, repurposing creative that’s already been developed and tested. If you have a call to action we recommend keeping it on the creative for the full duration of the video. Finally, if you do not have an existing video asset even a static ad with some motion(for example your logo flies into the frame) helps capture the attention of people around the DOOH screen. People that are exposed to your out-of-home advertising messages are more likely to pick up on motion than a static ad.

5. OOH Creative Summary:

A great ooh creative can make a good ooh campaign... amazing! Stay on brand, keep it simple and try and keep the ad relevant to the people exposed to it. If you need any help or want feedback on an ad our team is ready to help. Using our unique mockup tool we can even visualize your dooh and ooh ads on the locations you will be running on. This will help you better gauge how effective your ads can be. Just reach out!