Out of Home Advertising: Creatively Impactful

Big, Bold, Beautiful Creative

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Larger-Than-Life Storytelling

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Creative Impact of OOH Advertising

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A Powerful Communication Channel

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Effective and Impactful Advertising

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92% of Cannes Titanium Award Winners Include OOH Advertising

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Advertising in an Age of Distraction

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Chevy Malibu

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Risk Equals RewardThe amount of information we gather and how we act on the information influences decisions.

Less positive mood = Less risk-taking

More positive mood = More risk-taking

Mood Influences Ad Receptiveness

Source: The Impact of Mood, Steve Williams 10

How and Why Consumers Look at OOH Ads

Driving RecallConsumers who see OOH ads recall the ads they have seen before as references. Size and uniqueness

drive recall.

EntertainmentConsumers expect OOH ads to entertain them. Consumers like OOH ads that provide serial messages

and expect ad copy to change often.

UbiquityConsumers are aware of the multiple OOH formats available in the marketplace today.

Source: Leo Burnett 11

How and Why Consumers Look at OOH Ads

UnclutteredConsumers consider OOH ads as being more “uncluttered” than some other conventional ad channels.

Subtle ResponseOOH ads do not always create top-of-mind awareness but often impact subliminal behavior.

Source: Leo Burnett 12

Engagement

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Designing for the People’s Space

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Twitter

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Guiding Principles for OOH Design

The Art of SimplicityPeople view OOH ads quickly as they travel across a marketplace, engaged in daily activities. For this

reason, the design of OOH ads should be simple and easy to understand.

Surprise in WordsPeople will stop and notice unexpected messages.

Surprise in VisualsPeople will stop and notice unexpected visuals.

Blending Words & VisualsMemorable OOH ads are often the result when unexpected messages are combined with unusual

graphics.

Source: Great Outdoors, Morris and Gounds 16

Guiding Principles for OOH Design

Use of HumorThe use of humor in an OOH ad frequently increases memorability and appeal.

Drama & EmotionOOH ads that are dramatic in tone or elicit emotional responses often prompt higher recall results.

Creating a Campaign

OOH elements should be part of a complete media strategy. An advertising campaign is most effective

when all messaging components are integrated.

Source: Great Outdoors, Morris and Gounds 17

The Art of Simplicity

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The Art of Simplicity – A Caveat

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Surprise in Words

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Surprise in Visuals

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Blending Words and Visuals

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Use of Humor

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Drama and Emotion

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Creating an OOH Campaign

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Cause and Effect

Stopping PowerEffective OOH ads require a strong degree of color saturation and contrast.

ReadabilityOOH ads should be formed by a cohesive, integrated design to maximize readability.

Communicating Brand EssenceSuccessful OOH ads communicate a message in a way that attracts interest but does not require

excessive cognitive attention for processing.

Source: Sensory Logic, Inc. 26

Cause and Effect

MemorabilityOOH relates messages to familiar ideas and easily understood concepts to create memorable

advertising.

LocationFinding the relevant and hidden relationships between the message and the environment makes the

advertising smart.

Source: Sensory Logic, Inc. 27

Stopping Power

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Readability

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Communicating Brand Essence

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National Geographic Photo Ark

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Memorability

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Location

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Other Contributing Factors for Effective OOH Design

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American Airlines

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Color and Contrast

Source: OAAA 36

Color

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Contrast

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Fonts

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Illumination

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KPI’s Related to Ad Creativity

Four key performance indicators (KPI’s) most accurately predict how effectively an ad will communicate

a message and persuade an audience to act.

Awareness or Brand Linkage

Messaging

Reputation

Call-to-Action

Note, Likeability is not a core KPI related to ad creativity.

Source: Advertising Benchmark Index 41

High Performing Ad Creative


OOH has the Highest Purchase Intent


Factors Effecting OOH Wearout

Message ComplexityThe complexity of an ad message impacts effectiveness.

Target AudienceComposition of a target audience has a bearing on the duration of an ad’s usefulness.

Number of Creative ExecutionsThe use of multiple creative executions will sustain the effectiveness of an advertising campaign.

Media WeightHeavier media weight will have a greater impact on increasing awareness.

Source: University of Alberta, Canada 44

Limited Message Elements

Source: University of Alberta, Canada

Number of messages communicated

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Message Complexity

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Targeting an Audience

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Number of Creative Executions

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K-Y Duration

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Multiple OOH Designs

Source: University of Alberta, Canada 50

Media Weight

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Consumer Response to OOH Wearout

RememberedOver half of consumers say they remember OOH ads seen one to three times.

LongevityHalf of consumers say they continue to notice OOH ads after a month, and 54% say they continue to

notice OOH ads after 3 months.

ImpactfulSixty-eight percent of consumers say OOH ads are likely or somewhat likely to impact a purchase

decision.

NoticedEighty percent of consumers say they always glance at OOH ads.

Source: SocialVibe 52

Printing Techniques

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Custom Printing

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Recycling

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Digital OOH

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Digital OOH Design Factors

SimplicityThe fundamental guideline for creating good OOH designs apply when designing for digital OOH.

FlexibilityTake advantage of the flexibility that digital OOH offers.

Ambient LightThe perception of color can change depending on the amount of ambient light surrounding a digital

OOH unit.

Art FilesDigital OOH art files are very small and there are no production or installation charges.

Source: OAAA 57

Design Flexibility

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Dynamic Content

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FOX Lethal Weapon

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Real-Time Updates

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Paramount Pictures Transformers

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Video Design Factors

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Digital OOH Ratios

Digital OOH Displays

1800 x 600 Pixel Ratio/3:1 Aspect Ratio

Large Bulletin


Standard Bulletin

Junior Bulletin


Square Bulletin


Standard Poster

Junior Poster

Digital OOH HD Screens


Airport Horizontal Screen

Mall Horizontal Screen

Newsstand Horizontal Back Screen

Rail Horizontal Screen

Place-Based Horizontal Screen


Airport Vertical Screen

Bus Shelter Vertical Screen

Mall Vertical Screen

Newsstand Vertical Side Screen

Rail Vertical Screen

Place-Based Vertical Screen

Source: OAAA 64

Digital OOH Interactive Capabilities

Digital StaticStatic messages remain unchanged during the duration of an ad campaign.

Digital with Limited AnimationStatic messages can sometimes be enhanced with subtle animation or movement.

Digital with Full-motion VideoMost digital place-based networks play video content. In some venues and at some locations, audio is

not permitted. In these instances, it is best to produce original video content that does not require

audio support to convey a message.

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Digital OOH Interactive Capabilities

Digital with Full-Motion Video and AudioMany digital place-based networks will accommodate video content along with audio. In these

instances, TV commercials or online content can be repurposed to play on digital place-based

networks.

Digital with Interactive Touch ScreenTouch screen units allow consumers to physically interact with a digital OOH message.

Digital with Dynamic Content Activation (Triggers) Interactive triggers that can be used as part of a digital OOH campaign include facial recognition and

body tracking of movements, push messages to mobile devices using beacon technology, and social

media linkage to digital OOH ads.

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Creating Buzz

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Love Has No Labels

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Core Media Integration

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Local Activation

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National Footprint

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Creative Resources

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Creative Resources

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Creative Resources

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Out of Home Advertising: Creatively Impactful

Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases...

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