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Creating Effective OOH campaigns

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.

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Creating Effective OOH campaigns

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  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

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