Effective creative strategies play a crucial role in Out-of-Home (OOH) advertising. Research from the Advertising Research Foundation (ARF) shows that up to 70% of ad campaign ROI comes from creative impact. This is especially true for OOH campaigns, where ads are often larger-than-life, strategically placed to capture attention from fast-moving vehicles and pedestrians.
Creating an impactful OOH campaign is essential for delivering results that satisfy clients and drive the potential for future renewals. By following best practices for OOH ad design, you can maximize the effectiveness of your creative and boost your campaign’s success.
Maximizing OOH Ad Impact: Best Practices from ABX
The Advertising Benchmark Index (ABX) provides valuable insights into the effectiveness of creative and copy across all media channels. Their recently released report, “The ABX Guide to OOH Advertising Creative Effectiveness,” highlights the following best practices for designing high-impact OOH ads:
- Keep it Simple and Visually Engaging: Use a limited number of elements to create eye-catching, visually attractive ads that grab attention instantly.
- Prioritize Readability: Ensure your ads are legible from various viewing distances. Clear and concise text is key to delivering your message effectively.
- Make the Brand the Hero: The brand should be the focal point of the ad. Don’t hide it, minimize it, or assume the audience already knows it.
- Communicate Key Benefits Quickly: Craft short, precise messages that convey the most important benefits, adjusting the content for proximity (viewing distance and time).
- Avoid Insider Jargon: Use simple language that everyone can understand, avoiding industry-specific terms or phrases that may confuse the audience.
- Incorporate Easy Calls-to-Action: Make it easy for viewers to engage with your brand through QR codes, mobile ads, social media, URLs, and hashtags.
- Create a Cohesive Brand Story: Build your brand’s reputation with a coherent, compelling narrative that resonates across all your marketing platforms.
At DBC Outdoor, we’re proud to have industry-leading creatives who specialize in crafting impactful billboard advertisements. Our team is dedicated to delivering exceptional creative that drives results for our clients.
Whether you’re launching a new campaign or looking to elevate your current advertising strategy, our goal is to help you maximize your ROI with effective and engaging OOH ads.
Contact us today to receive a custom Billboard Spec Ad and visualize how we can elevate your brand’s presence in the Piedmont Triad.
