1. your brand must be present all the time
Your brand/logo should always be present for the duration of the DOOH ad or spot. It may seem like overkill, but regardless of whether your creative is a single image or video, you want your brand name to be visible throughout the entire commercial. Use easy-to-read fonts, large enough to be easily read on a variety of screens. A good graphic designer will also always prepare a visualisation of the solution so that we have the opportunity to see the creative in preparation and you have the opportunity to do a visual doublecheck.
The colour principles are simple: contrasting colours work well from a distance, so go ahead, be vibrant! When it comes to the message/advertising message, don't overcomplicate it - a simple and perhaps humorous message, if the brand and product can afford it, can do the best job for your brand and be well remembered.
2. always consider the context
Where will your ads appear? Will the campaign be placed on large screens that are best viewed from a distance by pedestrians? On the street, in direct contact with pedestrians, or on screens in malls where consumers move in a contextually ideal environment between stores and brands of different kinds?
Think about how literally personal the experience will be for the consumer: will they view the ad from afar, or will they interact up close and personal with a self-service screen? Maybe even touch and interactive? Are these screens in high-traffic or lower-traffic locations? In what locations are they located?
Think about how long consumers linger in front of that screen: does your target audience just walk around on the road and have 3 seconds to take in your ad, or do they work out on a fitness machine for up to a few minutes? Are they just in the elevator heading to the office or sitting in the waiting room for dozens of minutes waiting to see their doctor?
3. relevance is key
When creating relevant out-of-home creative, time and place are of the utmost importance. Seasonality, holidays, time of day, and day of the week can significantly affect the way your advertising message will be received.
For example, consider the following use cases:
Messages tailored to people who commute to work in the morning may be different from the messages you use to reach consumers on the go in the evening.
Depending on your product or service, it may make sense to customize the creative that navigates public transportation from the one that chauffeurs the vehicle around town on major thoroughfares.
Similarly, visuals that appeal to fitness enthusiasts on gym screens should differ in tone and style from the creative you use to reach shoppers in malls.
Weather patterns, current events, and cultural events are also key tactics to consider when developing a creative strategy for DOOH. For the purpose of timeliness, it's also great to use live feed content, which can make the addressability of the ad's message even stronger. Consumers respond well to bold creative that is timely and relevant.
4. video, video, video!
If the campaign you're planning also has digital screens with the ability to deploy videos, be sure to take advantage of it!
DOOH with video helps to attract viewers and increase attention up to 20% It provides an opportunity to use an existing TV (digital) spot, by shortening it to get the most out of the creative, use already developed and tested creative and production costs for the spot. Added bonus: digital out-of-home has a highly effective CPT, which media planners will especially appreciate :).
Pro tip: But don't overdo it with the creative possibilities: less is more here too. Even subtle animation can significantly elevate your creativity and bring depth and just the right amount of "excitement" to your advertising messages.
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