- Consider your goals: What are you trying to achieve with this campaign and how can your creative do that?
- Be bold: Take advantage of the power of DOOH to deliver a big, bold statement that stands out
- Keep it simple: Focus on one idea, delivered in clean & simple way. According to a study by JCDecaux, a leading outdoor advertising company, the most effective DOOH campaigns feature simple and clear messages that are easy to read and understand.
- Show personality: Adding humor, edge, or intrigue can help your creative stand out and make a lasting impression
- Think about context: How does your creative fit into and enhance the surrounding space?
Digital Out of Home Creative Best Practices
Samanta Llaguno • May 5, 2023
Digital out-of-home advertising, or DOOH, refers to advertising that is displayed on digital screens in public spaces such as airports, malls, and bus stops. According to a report by Grand View Research, the global DOOH market size was valued at $21.1 billion in 2020 and is expected to grow at a compound annual growth rate of 11.3% from 2021 to 2028. This growth is driven by the increasing adoption of digital signage in the retail and hospitality industries and the rise of programmatic advertising.
To learn more about how digital our of home advertising can help your local business read our post.
To make the most of DOOH advertising, brands need to focus on creative best practices that grab the attention of their target audience and deliver a memorable message. Here are some of the top creative best practices for digital out-of-home advertising:
General Guidelines
Imagery & Color
- Design with bold, high-contrast colors to create visual interest; avoid colors that blend together.
- Use clean, eye-catching imagery that is easy to identify and consistent with the message.
- Keep the brand name or logo on screen at all times to increase brand awareness.
- Remember, too many design elements run the risk of your content becoming cluttered.
- It is recommended that visual presentation of text conform to WCAG 2.0 standards, with a contrast ratio of at least 4.5:1 (AA rating) but optimally 7:1 (AAA rating).
- To test a color combination, there are a variety of free online and offline tools that can be used.
Text & Messaging
- Use large legible type that is easy to read from a distance, especially for headlines, offers, or promo codes (see minimum guidelines below).
- Avoid skinny or fancy fonts that can be harder to read.
- Keep the copy short (avg. 5-7 words) for quick and easy comprehension, especially if dwell time is low or viewers are moving
- Focus on one simple and direct message or call-to-action
Use Dynamic Content
One of the advantages of DOOH advertising is the ability to display dynamic content that can change based on various factors such as time of day, location, and weather.
This dynamic content can help to capture the attention of the audience and make the message more relevant. For example, a restaurant chain could display different menu items based on the time of day, or a clothing retailer could display different outfits based on the weather.
According to a report by Digital Signage Today, dynamic content can increase engagement by up to 60%.
Be interactive
Interactive DOOH advertising allows the audience to engage with the message, which can increase the impact of the campaign.
For example, a cosmetics brand could display a virtual makeup try-on station, or a car manufacturer could allow people to customize the color and features of a car on a digital screen.
According to a report by Exterion Media, interactive DOOH advertising can increase brand recall by up to 50%.
Include Call To Action
- Adding a Call to Action (CTA) to your creatives can enable you to directly track “click-through” response to your OOH creative.
- CTAs include QR codes, SMS text, short-link URLs, social media hashtags or emails
Digital Out of Home advertising is a growing market with significant potential for brands to reach their target audience. By following these creative best practices, brands can create memorable and effective campaigns that engage their audience and deliver results.
Get in touch
Effective management of your Digital Out of Home (DOOH) advertising campaigns is much simpler with the support of an in-house marketing team or a full-service digital agency. At Entravision, we offer a team of skilled specialists who are solely dedicated to DOOH advertising.
We take a personalized approach to each campaign, thoroughly considering the unique products and services offered by our clients. Using a variety of tools and platforms, our team expertly monitors and manages campaigns to ensure that we meet our clients' specific objectives. Don't hesitate to contact us if you would like to learn more about our operations and services!
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