Creating Effective OOH campaigns Kenton LarsenImages 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 Keep out-of-home copy to eight words max –

people drive by in a hurry.

+Consider environment & location If your audience is on foot, there’s more time

for interaction.

+Consider environment & location

+Use upper- and lowercase letters

UPPERCASE Lowercase

+Be succinct and focused

Be impactful and create a strong link to your brand.

+Be succinct and focused

Use the space around the board.

+Consider alternatives

+Be succinct and focused

Use visual metaphors

+Type width

TOO THIN

TOO THICK

Easy to readHARD TO

READ

+Use multiple executions

+Use multiple executions

+Use multiple executions

+Space

Too close

Good spacing

To o m u c h s p a c e

+Use multiple messages with strategic placement

+Capture the viewers’ interest Make them do a double-take:

+Capture the viewers’ interest

+Use high-contrast colors

Good Contrast

Poor Contrast

Good

Poor

+Make people laugh/think/wonder

+Make people laugh/think/wonder

What’s this ad for?

+Be compelling

+Use appealing visuals

+The future: interactive

+The future: interactive

+The future: interactive

+Dominate

+Be flexible

+Distance/chair test your creative

+Creative tips

1. Focus on one main idea.

2. Use multiple executions.

3. Brand clearly and strongly.

4. Capture the viewers’ interest - provoke their interest and curiosity. Make them laugh/think/wonder.

5. Consider context, location, and alternatives.

6. Use colors with a high contrast and simple style faces.

7. Capitalize on creative flexibility and be interactive.

8. “Chair test” to ensure legibility.

+Sources Images in this presentation are provided by OMAC,

2012 (unless otherwise noted).

+OMAC Members