Creating Effective OOH campaigns

1. 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)

2. Use simple style faces Legibility Legibility Legibility

3. Consider environment & location • Keep out-of-home copy to eight words max – people drive by in a hurry.

4. Consider environment & location • If your audience is on foot, there’s more time for interaction.

5. Consider environment & location

6. Use upper- and lowercase letters Lowercase UPPERCASE

7. Be succinct and focused • Be impactful and create a strong link to your brand.

8. Be succinct and focused • Use the space around the board.

9. Consider alternatives

10. Be succinct and focused • Use visual metaphors

11. Type width TOO THIN TOO THICK Easy to read HARD TO READ

12. Use multiple executions

13. Use multiple executions

14. Use multiple executions

15. Space Too close Good spacing Toomuchspace

16. Use multiple messages with strategic placement

17. Capture the viewers’ interest • Make them do a double-take:

18. Capture the viewers’ interest

19. Use high-contrast colors PoorContrast Good Contrast Good Poor

20. Make people laugh/think/wonder

21. Make people laugh/think/wonder • What’s this ad for?

22. Be compelling

23. Use appealing visuals

24. The future: interactive

25. The future: interactive

26. The future: interactive

27. Dominate

28. Be flexible

29. Distance/chair test your creative

30. Creative tips • Focus on one main idea. • Use multiple executions. • Brand clearly and strongly. • Capture the viewers’ interest - provoke their interest and curiosity. Make them laugh/think/wonder. • Consider context, location, and alternatives. • Use colors with a high contrast and simple style faces. • Capitalize on creative flexibility and be interactive. • “Chair test” to ensure legibility.

31. Sources • Images in this presentation are provided by OMAC, 2012 (unless otherwise noted).

32. OMAC Members