How to plan good DOOH
Outdoor advertising offers endless opportunities to stand out - only your imagination is the limit. Campaigns can be bold or classic, sensational or emotional, tactical or branded, big or small budget. A successful campaign always follows the same basic steps. Here are some tips to ensure the success of your advertising!
Outdoor advertising offers virtually unlimited possibilities across different advertising environments and formats. It is equally effective for brand building, tactical campaigns, and product launches.
Brand building and increasing awareness
Outdoor advertising increases brand consideration by 72% compared to consumers who have not been exposed to outdoor advertising.¹ Large digital advertising displays help create the perception of a strong, premium, and iconic brand.² Outdoor advertising is also one of the most effective media channels for building positive brand associations and trust.³
Tactical outdoor advertising
Outdoor advertising reaches consumers effectively where purchasing decisions are made, such as in shopping centres and retail environments. Research shows that 7 out of 10 consumers have visited a store or point of purchase based on advertising they encountered during their journey.⁴
Launch campaigns
Outdoor advertising quickly builds visibility for new products and brands among broad audiences, making it an excellent channel for launches and awareness-building campaigns. In high-traffic urban locations, outdoor advertising reaches large audiences quickly, and campaign messages are seen multiple times throughout the campaign period.
Sources:
1. Mesh Research Databank 2011-2015
2. COG Research, 2016
3. Bauer Media Outdoor & JCDecaux, The Moment for Trust, 2021
4. Consumer Compass, Ostopolkututkimus (2018) n=1040
Tips for effective outdoor advertising
Creativity drives results 4
Creative execution is the most important factor in increasing sales.⁴ It also improves ad recall, creates positive emotions, and encourages more favorable attitudes toward advertising.¹ Emotionally engaging campaigns are particularly effective at capturing attention.² As a result, 67% of brand managers consider creativity a significant competitive advantage.³
Maximize visual attention
Attention is more effectively captured when the headline is placed below the main visual.⁵ Research also shows that motion increases eye contact by 24% and viewing time by 60%.⁶ Advertisements that feature faces generate 20% stronger engagement.⁵
Make every word count
Concise, clear, and engaging copy is more effective. Research shows that shorter copy improves aided recall, comprehension, and attention.⁷ Because outdoor advertising is viewed only briefly, the message should be easy to grasp within 2 to 5 seconds.⁵
Use color strategically
Clear visuals, simple backgrounds, and strong contrast deliver the best results. Bright and bold colors are easier to notice from a distance. In one attention study, an advertisement with strong contrast and highly visible colors achieved 47% aided recall, significantly outperforming the comparison advertisement.⁵
Prioritize readability
A well-designed layout makes advertising easier to read and understand. Horizontal formats are typically read from left to right, while vertical formats are read from top to bottom.⁵ Prioritizing key elements within the layout helps communicate the message more effectively.
Make your brand memorable
A consistent brand identity improves recognition and familiarity. Consumers are more likely to choose brands they already know, and research shows that clear, brand-consistent advertising can generate 45% aided brand awareness.⁵
Be relevant to the environment
Contextual advertising increases both relevance and attention. Research shows that contextual elements in an advertisement can increase sales by 8%.⁵ Considering the surrounding environment is an effective way to make outdoor advertising more meaningful and impactful.
Sources: 1. Ang et al, (2007). 2. Binet & Field, (2013, p. 63). 3. LIONS, (2021). 4. Nielsen, (2017). 5. Bauer Media Outdoor UK, Kinetic Studio OOH Creative Success. 6. Kinetic: Digital Eye and Face Tracking (2011). 7. Millward Brown tracking study.