Creating Effective OOH Communication

Creating Effective
OOH Communication
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OOH Advertising Formats
Street Level
Billboards
Place Based
Transit
Digital
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Consider the OOH Environment &
Location
Outdoor Environment
▌The viewing audience is primarily mobile so the potential viewing time
is only a few seconds. Keep text to a minimum.
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Indoor Environment
▌The viewing audience is pedestrian offering more time to view and
absorb the ad.
5
Involve The Viewer
Quebec Winter Carnival - Canada
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YMCA - Canada
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Cirque Du Soleil - Canada
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Be Succinct & Single Minded
Focused Ads Deliver More Impact And
Create Strong Brand Linkage
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Orbit Juicy Fruity Filling Gum - Israel
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Nedbank – South Africa
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Ford - Ireland
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State Farm Insurance – United States
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State Farm Insurance – United States
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The Economist- UK
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Henkle-Klebt Adhesive - Austria
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P & G Tide – Germany
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Multiple Executions Are An Effective Way
To Communicate Several Mesages And
Enhance Viewer Impact
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Yoplait Yogourt - Canada
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Allan Gray Investments – South Africa
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Allan Gray Investments – South Africa
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Allan Gray Investments – South Africa
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Alan Gray Investments – South Africa
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Brand Clearly & Strongly
Floralp Butter - Switzerland
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Minnesota Lottery – United States
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Minnesota Lottery – United States
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Honda Indy – Canada
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Air New Zealand – United States
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Capture The Viewer’s Interest
Through The Use Of Effective
Message Styles
Intrigue
Intriguing ads present an image through
the use of words or pictures that are not
immediately comprehensible, thereby
involving the viewer in a mental effort to
solve it
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Tease Viewer – United States
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Tease Viewer – United States
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Tease Viewer – United States
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AM PM Convenience Stores – United States
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Irving Oil ‘Cruisin to Win’ Contest – Canada
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Irving Oil ‘Cruisin to Win’ Contest – Canada
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Bacardi – Canada
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Walt Disney – Canada
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Aesthetic
Aesthetic designs present pleasurable
images or ideas to the viewer.
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BC Lottery – Canada
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Quebec Milk Bureau – Canada
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Kraft Peanut Butter – Canada
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Humour
Humour is one of the most effective
ways to increase campaign recall
levels
Subtle or direct, humour can generate
a smile or cause your audience to
laugh out loud
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Expedia.ca – Canada
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Expedia.ca – Canada
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Expedia.ca – Canada
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Chick-fil-a – United States
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Chick-fil-a – United States
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Chick-fil-a – United States
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Ugly Betty TV Show – Canada
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Frontline Flea & Tick Spray – Indonesia
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Communicate The Product Benefit
Terra Travel – Brazil
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Ja Paper Towel – Germany
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FedEx – Brazil
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Lays Potato Chips – United States
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Mini – United States
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McDonalds – Germany
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Pascall Fruit Burst Candy – New Zealand
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Special Effects/Events
▌Standard production turn around is usually less than a month
▌Special effects and unique creative treatments require advance
planning – consult your OOH partner early in the process to determine
costs, availabilities and market restrictions
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Create Viewer Interaction
Blue Mountain ‘Text to Win’ – Canada
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Montreal Canadiens ‘QR Codes’ – Canada
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United Nations ‘Interactive Bus Shelters’ –
Australia
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Tourism Montreal & Toronto ‘Experiential’ –
Canada
▌Urbanites were invited to confess their illicit fling with Toronto or
Montreal in a mobile confessional booth, which was designed to look
like a hotel room.
▌Videos were uploaded to a website where visitors can find out more
about each city and vote on their favourite story. Winners win a trip to
Toronto or Montreal.
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ING Direct ‘Interactive Human’ – Italy
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BMO ‘OOH & Interactive Soccer Game’ –
Canada
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BMO ‘OOH & Interactive Soccer Game’ –
Canada
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Air Transat ‘Motion Activated Audio’ –
Canada
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Leveraging Digital OOH
Capitalize On The Creative Potential
of Digital OOH
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Telus TV – Canada
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Hancock Bank – United States
▌Change creative to reflect interest rates, bank hours, special incentives
and seasonal promotions.
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Loblaws – Canada
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LG Chocolate Phones – UK
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Freed Maxick CPAs – United States
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Make The Most of Video
Full Frame Is Best
If You Have A Still Image,
Zoom In Slowly Or Pan Left Or Right
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Moet Champagne
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Clearly Contacts.ca – Canada
▌Static and digital transit ads helped to build awareness and sales
▌Sales increased 95% from Q1 2008 to Q1 2009!
▌Brand awareness in Q3 2008 increased from 27% to 42% in Q1 2009!
Source: Lamar Transit
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FBI – United States
▌FBI attributes 35 solved cases in the last 3 years to it’s digital billboard
campaign showing faces of ‘on the loose’ criminals
Source: OAAA
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Type Should Be Simple,
Clear & Easy To Read
Use Simple Style Faces
Legibility
Legibility
Legibility
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Type in Upper & Lower Case is Easer to Read
UPPER-CASE
Lower-case
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Type Thickness Can Aid Legibility
TOO THIN
TOOTHICK
Easy to read
HARD TO READ
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Ensue Proper Word & Letter Spacing
Tooclose
Good spacing
Too much
space
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High Contrast = Better Readability
Use Colours with High Contrast of
Value & Hue
Good Contrast
Good
Poor Contrast
Poor
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Creative Resources
omaccanada.ca
A central resource for information on the OOH industry
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OMAC Members Offer Creative
Consultation
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Distance Test Your Outdoor Creative
▌Operators provide this free service to ensure your ad will be legible
from common viewing distances.
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Top 10 Creative Tips
1. Focus your message - communicate one main idea.
2. Use multiple executions to communicate several messages.
3. Brand clearly and strongly.
4. Capture the viewer’s interest - provoke their interest and curiosity.
5. Be creative with the environment and consider the context and
location.
6. Have a strong call to action.
7. Use colours with a high contrast of value and hue.
8. Use simple style faces.
9. Capitalize on the creative flexibility of digital OOH.
10. Distance test your outdoor creative to ensure legibility.
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Rosanne Caron
rcaron@omaccanada.ca
416.968.3435x108
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