The power of creation in (D)OOH campaigns

Good locations are important, but the quality of the creation determines success. Ipsos research shows that as much as 47% of the success of a (D)OOH campaign is determined by the quality of the expression itself. So the message, design and brand recognition are crucial for results.

Based on these insights and years of experience, here we share 8 golden tips for an effective outdoor advertising campaign.

The 8 golden tips for your outdoor campaign

1. Make sure you have a clear sender

Make sure brand and logo are clearly visible. The sender should be clear at a glance.

2. Less is more

Outdoor advertising is fleeting. Opt for a clear, short message. Avoid unnecessary text and focus on the core.

3. Image over words

Use powerful, high-quality images. One well-chosen image often tells more than a paragraph of text. For product campaigns, always consider a packshot.

4. Show people

Visual recognition increases when people - especially familiar faces - are in the picture. People give your brand a human face and increase engagement.

5. Create cross-media synergy

Align your (D)OOH expression with other media channels for maximum recognition. Think of the same use of colour, message and tone-of-voice on social media, TV and print.

6. Answer 'What's in it for me'

Immediately show what the added value is for the viewer. Whether it's a benefit, discount or emotional trigger: put the target audience first.

7. Optimise readability

Use large, clear fonts and high-contrast colours. Take readability from a distance and on the go into account.

8. Surprising and original

Stay away from clichés. Go for creativity that stands out and fits your brand. Campaigns with a twist are more likely to stick and be shared.

Have your expression scanned with our Visual Scan

Want to be sure that your design scores optimally on the street? Then use our free Visual Scan. We will analyse your expression for brand visibility, readability, image use and impact and give you practical, tailor-made feedback.

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