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How to Design an Unmissable Out-of-Home Ad: Creative OOH ad design that boosts results




They’re big, bold, and unstoppable. You can’t skip them, block them, or avoid them. In fact, you can’t even ignore them. Out-of-home (OOH) advertising is having a moment, and for good reason.



We may live in a digital age, but out-of-home advertising is—not surprisingly to industry experts—a genuine growth market. OOH advertising is seeing consistent ad revenue growth and is delivering significant business results.



So how do you make the most of this form of advertising and reaching your audiences when they’re outside their homes?



Creating an OOH campaign or ad isn’t the same as designing a magazine or digital ad. A solid OOH campaign is driven by creative design that engages with your audience in ways that other advertising channels don’t.



Competition is high for attracting the eye of the consumer, so smart concepts and good graphic design are key to standing out. OOH ads have to be persuasive. They have to be bold. And they have to be spot on.





In this article, we’ll walk you through our top tips for designing great creative for your OOH campaign.

1. Identify and pursue your target audience


Before coming up with a winning ad, you have to know who you’re trying   to reach. Get to know and understand your target audience and what makes them tick, so that you can ensure your ad layout, images and copy resonate with them.

2. Know your goal



Your OOH ad should tie back to your marketing/promotion campaign and other marketing and advertising tactics.

Have a specific goal for each OOH ad. Knowing what you want to achieve will drive the direction of your creative concept. Do you want to:

  • Create more brand awareness
  • Generate a call to action
  • Educate your viewers
  • Advertise a new product line
  • Try new demographic, market, or geographic area?

3. Use compelling copy—but keep it brief

Print or online ads can be packed with lots of information and small print that viewers can read at leisure. With OOH, you have to help viewers digest the information in just a few, simple lines.

Messaging is vital in OOH advertising, and it can be a challenge to convey that message in just five or six words.

Keep it simple, and use a single memorable contact method, like a shortlink, hashtag, or just your company name. Smart, short taglines and punchy copy work really well and will help you reap rewards in OOH ads.


4. Lead with a hero image

With magazine or editorial ads, you have flexibility in design and can create complex images to make readers think, but OOH advertising is different. OOH is essentially a visual experience, and a simple, relevant hero image should be central to your messaging.

Imagery is often more important than text in OOH advertising. Choose a single image or graphic element that:

  • Captures the attention
  • Conveys your message
  • Is high resolution
  • Is memorable, entertaining, or emotionally compelling

5. Roll out the red carpet: use bold colours

Colours are really important in OOH advertising. While magazine ads have to ‘fit’ in to the publication’s ‘look’, OOH background and font colours have to be bright and high-contrast to help with readability.

White space can be really effective in media print ads, but too much of it in OOH ads can dilute or distract the message.

By using contrasting colours, you can attract the attention of your audience and place emphasis on certain parts of your ad, making it easy to read at any time of day.

6. Consider your location when you design your OOH ad

Out-of-home advertising is always in a fixed point in space. Consider using the location where it’ll be displayed as part of your ad use it as a springboard for a clever message.

People’s memories are better when they’re connected to a physical location, so OOH advertising is ideal to create brand awareness.

To optimise the retention of your ad, stay consistent with your design choices and branding in other channels: keep logos, colours, fonts, hashtags, and messaging consistent.

Over to you

Are you trying your hand at out of home advertising? Have you found our tips helpful? If you need a little more guidance about planning your next OOH advertising campaign, please explore our arena advertising opportunities or contact us today.

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