Creating Effective OOH campaigns
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+ Creating Effective OOH campaigns Kenton Larsen Images provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada (unless otherwise noted)
description
Creating Effective OOH campaigns . Kenton Larsen Images provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada (unless otherwise noted). Use simple style faces. Legibility. Legibility. Legibility. Consider environment & location. - PowerPoint PPT Presentation
Transcript of Creating Effective OOH campaigns
Creating Effective OOH campaigns Kenton LarsenImages provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada (unless otherwise noted)
+Use simple style faces
Legibility
Legibility
Legibility
+Consider environment & location Keep out-of-home copy to eight words max –
people drive by in a hurry.
+Consider environment & location If your audience is on foot, there’s more time
for interaction.
+Consider environment & location
+Use upper- and lowercase letters
UPPERCASE Lowercase
+Be succinct and focused Be impactful and create a strong link to your
brand.
+Be succinct and focused Use the space around the board.
+Consider alternatives
+Be succinct and focused
Use visual metaphors
+Type width
TOO THIN
TOO THICK
Easy to readHARD TO
READ
+Use multiple executions
+Use multiple executions
+Use multiple executions
+Space
Too close
Good spacing
To o m u c h s p a c e
+Use multiple messages with strategic placement
+Capture the viewers’ interest Make them do a double-take:
+Capture the viewers’ interest
+Use high-contrast colorsGood Contrast
Poor Contrast
Good
Poor
+Make people laugh/think/wonder
+Make people laugh/think/wonder What’s this ad for?
+Be compelling
+Use appealing visuals
+The future: interactive
+The future: interactive
+The future: interactive
+Dominate
+Be flexible
+Distance/chair test your creative
+Creative tips1. Focus on one main idea.2. Use multiple executions.3. Brand clearly and strongly.4. Capture the viewers’ interest - provoke their
interest and curiosity. Make them laugh/think/wonder.
5. Consider context, location, and alternatives.6. Use colors with a high contrast and simple style
faces. 7. Capitalize on creative flexibility and be
interactive.8. “Chair test” to ensure legibility.
+Sources Images in this presentation are provided by OMAC,
2012 (unless otherwise noted).
+OMAC Members
