How to create an impactful DOOH ad

Programmatic DOOH is quickly becoming a popular and promising advertising medium for marketers. With features like advanced audience targeting and retargeting activated via unique data sets, brands now have the ability to leverage their creativity on DOOH screens and build relationships with their audiences at scale. 

Before a creative request is submitted, numerous factors have to be considered, including the audience, the context and end goal of the campaign. 

Here are a few key considerations that must be reviewed before running an impactful DOOH ad campaign: 
 

Proper formatting

Make sure your creative file is set up to the appropriate size and format. Most media and technology suppliers will provide information related to both static and video requirements in order to make sure your ad is optimised and ready for approval.

Contrast & colour

In order to successfully shift people’s attention to your ad, use optimal colours and colour schemes. Pro tip: don’t forget that contrast is needed for visibility and accessibility.
 

KISS method

Keep It Super Simple. We recommend using a basic content structure (headline, subhead and call-to-action) and limiting your count to eight words or less for static images.

Typography & font size

Certain fonts don’t translate well into digital formats (ex: thin cursive fonts), especially if they’re too small. Make sure to run a visibility test to confirm that your text will appear legible at its display size.
 

A clear call-to-action (CTA)

Champion a clear and concise action without any competing, or confusing messaging. A website URL, a hashtag, or a “visit us in store” message are all good call-to-actions, but only if it is clear to potential customers and helps move them down the sales funnel.
 

Imagery

Only use owned or licensed imagery. No watermarks or pixelated graphics, as quality is key. Avoiding stock imagery means avoiding the chance of someone else using the same image elsewhere. It happens more often than you think.
 

Context & relevance matter

Create content that is either contextually or situationally relevant to the end user. The ad should fit in with its surrounding environment. Also consider these factors when scheduling the ad, time of day, location and weather can all enhance the way audiences may engage with an ad.
 

Interactivity

Using motion and interactive content where applicable (QR codes, augmented or virtual reality, etc) can definitely elevate the user experience. Remember, DOOH is a different medium than a static OOH billboard, so take advantage of the technology!