With unprecedented competition for consumer attention, digital out-of-home (DOOH) media offers advertisers a unique and effective way to engage audiences on the move in the real world. However, without proper attention to the creative aspect of this powerful advertising medium, advertisers may struggle to capture attention and drive business results effectively.
75% of ad effectiveness depends on creativity Aside from the pure aesthetic desire to create visually appealing ads, creative elements can have a significant impact on the overall success or failure of outdoor advertising campaigns. According to the Advertising Research Federation, 75% of ad effectiveness depends on creativity. Furthermore, research from the Harvard Business Review found that highly creative ad campaigns have sales impacts nearly twice those of non-creative ones.
For brands looking to maximize the advantages of this effective channel, considering specific creative requirements for outdoor advertising is crucial to crafting stunning ads that capture consumer attention and prompt action.
Here are 10 key elements to consider when crafting DOOH creativity:
Consider contextual messaging
In outdoor advertising, the background or physical environment where ads are displayed can significantly influence the effectiveness of creativity. can be displayed on various screens, all of which affect the audience viewing the ads and their perception of the showcased products. From health-conscious consumers viewing ads on gym TVs to upscale shoppers seeing ads in luxury malls, understanding who is most likely to see the ads and where they will see them enables advertisers to build targeted messaging supported by the physical environment of the ad.
Pay attention to colors
Color is a major factor in attracting attention, and contrasting colors can make DOOH ads stand out against backgrounds. However, the effectiveness of specific colors largely depends on the colors surrounding DOOH ads. For example, a bright blue ad appearing on city panels against a gray urban landscape may stand out and grab attention, but the impact of the same blue in the same creative on a large billboard against a blue sky background would be much less. To ensure ads garner maximum attention, advertisers should align the colors of their creative with the physical environment where DOOH ads run.
Consider dwell time
Dwell time refers to the amount of time viewers are likely to see an ad. Since audiences encounter DOOH ads while on the move throughout the day, different types of venues may have vastly different dwell times, which dictates how advertisers tell their brand stories. For instance, highway billboards seen by fast-moving people may have only a few seconds of dwell time, whereas screens in bus shelters where passengers wait for the next bus may have dwell times of 5-15 minutes. Advertisers activating screens with shorter dwell times should craft creatives with fewer words, larger fonts, and prominent branding for quicker, more impactful messaging. However, when activating venues with longer dwell times, advertisers can expand their creativity to tell deeper stories and emotionally engage the audience.
Include high-quality product images
The human brain processes images 60,000 times faster than text. That’s why including images or visual effects, especially in places with shorter dwell times, can help advertisers convey information faster and reinforce the association between their brand and products or services. For example, including images of bottles, not just displaying the logos of liquor brands, aids instant recognition.
Generously use brand and logo space
For some advertising channels, overemphasizing logos may detract from brand storytelling. However, the transience of outdoor advertising means consumers may only see ads for a few seconds, so advertisers aiming to leave the best impression should generously use logos and branding. Integrating brands into the copy and visual effects of outdoor ads, using heavyweight fonts, and placing logos at the top of creatives all help brands stand out in ads.
Include video and animation
Motion attracts attention and enhances engagement with outdoor ads. Creative teams should consider incorporating moving elements (even simple animations) into outdoor ad creatives to generate a greater impact. However, to avoid viewers missing crucial information, advertisers should adjust the type of motion based on average dwell time. For venues with shorter dwell times (such as certain city panels), consider partial dynamic creatives (limited dynamic graphics on static images). For venues with longer dwell times (such as bus shelters or gym TV screens), consider adding videos.
Pro Tip: Not all DOOH screens play sound. It’s crucial to always include subtitles to ensure the correct message is captured.
Take full advantage of outdoor ad timing
The time of day and day of the week when ads are seen play a significant role in how messages are received. For example, an ad saying “Start your day with a hot cup of coffee” is most effective in the morning. On the other hand, an ad saying “Chill out with an ice-cold beer” only makes sense in the evening. To fully leverage the timing of outdoor ads, advertisers should carefully plan campaigns to ensure their creatives have the best impact on target audiences.
Align campaigns around major events
When creating seasonal or flagship campaigns, referencing events (such as March Madness) or specific moments (such as summer) in DOOH creatives helps connect brands with the excitement of the event. However, it’s equally important to remember that the shelf life of creatives is limited by events. Therefore, launching flagship campaigns at the right time to generate maximum impact and avoiding premature outdoor ad placements before events start or late placements after events end are crucial. Using programmatic technology can help run individual ad campaigns, seamlessly swapping time-limited creatives for the most relevant ones.
Consider DOOH screen sizes
Technical specifications of DOOH screens heavily influence the layout, copy, or imagery used in ads. Some DOOH screens are large (such as the spectacular screens in Times Square), while others are no larger than an iPad (such as displays in grocery stores). Additionally, screens can be vertical or horizontal, high resolution or low resolution. While most programmatic systems consider display technology requirements, considering screen specifications when building creatives helps ensure key information stands out in ads.
Maintain message consistency across online and offline touchpoints
With unprecedented competition for attention, brands need cohesive messaging to attract consumers across online and offline touchpoints. Incorporating digital out-of-home media into an omnichannel strategy from the outset helps advertisers maintain consistency in creative elements and storytelling across all channels, maximizing the impact of their advertising campaigns.
DOOH offers advertisers endless opportunities to engage audiences and convey their messages in unique and compelling ways. For brands looking to truly succeed, careful attention to the creative aspects of any outdoor advertising campaign is essential. By considering the elements outlined in this article, advertisers will be equipped with all the tools they need to create outdoor ads that captivate consumers and drive action.
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Post time: Apr-28-2024