Crafting Compelling Creatives: Traditional Out-of-Home (OOH) vs. Digital
The world of advertising is constantly evolving. And the Out of Home (OOH) medium is part of this evolution. Both Traditional and Digital placements play essential roles in reaching target audiences. Whether you're considering a billboard on a city street or a dynamic digital display, creating effective content is paramount. In this blog, we'll explore what to include in your OOH creative for both traditional and digital placements, ensuring your message leaves a lasting impact.
Traditional Out-of-Home (OOH) Creatives
Clear and Concise Messaging
Although traditional OOH ads are displayed for weeks and sometimes months, 24 hours a day, these ads still have limited time to capture the attention of pedestrians and drivers in passing. That’s why it is important to focus on conveying a clear message with minimal ad copy and use attention-grabbing headlines and taglines that resonate quickly with commuters.
Visual impact is key for traditional OOH, that’s why it’s crucial to choose bold, high-resolution images that align with your message. A single, compelling image needs to convey more than just paragraphs of text. Also, avoid cluttering your creative with too many elements. Embrace simplicity to ensure that the main message is easily digestible from a distance and within a few seconds.
High Contrast Colors
Be sure to use colors that pop against the background. High contrast between text and background enhances legibility, making your message more visible even from a distance. Also, ensure to include your branding colors within your ads. This drastically increases brand awareness and identification, therefore leaving a more memorable and outstanding impression on viewers.
Tailor your creative to the specific location where it will be displayed. What is the demographic you are targeting? What are some community references you can include in your ads? What ad copy can you include to evoke a personalized message to your specific location?
Incorporate local landmarks or elements to resonate with the local audience and leave a memorable impression on your target audience. This will also work to increase consumer-brand relationships and trust as there is a sense of community and individuality within these ads that will positively resonate with your audience.
Digital Out-of-Home (DOOH) Creative
Digital placements offer the advantage of dynamic content. There are numerous advantages of dynamic content such as the ability to update creative for specific sales and promotions, special events, specific weather conditions, and more. It also allows for different creative types. DOOH allows you to incorporate motion graphics, animations, and video creatives to capture attention and convey your message more engagingly.
81% of marketers believe interactive content is significantly more effective than static/still content in gaining attention from the audience. This not only drives more leads but also increases the memorability of an ad and brand. This is why it may be beneficial to leverage the interactive nature of digital placements. Include clickable buttons, polls, or interactive elements that encourage engagement and interaction with your content.
Digital platforms also allow for precise targeting through different creatives. Having multiple creative variations that resonate with different audience segments gives brands the ability to resonate with a larger audience, therefore capturing the attention of more individuals. Tailoring content to specific demographics can increase engagement, brand awareness, and overall meaningful impressions.
Take advantage of dynamic ads by utilizing real-time updates. Promote limited-time offers, live events, or other non-permanent offers through dynamic ads. Although dynamic ads are great for these reasons, they are also beneficial for regular creative updates to keep your content fresh and relevant.
It is recommended that creative be refreshed every 4 – 6 weeks. This is because it's crucial to keep branding fresh, inviting, and trendy. More relevant and up-to-date ads are more effective than ads that have been viewed for a very long period of time.
Keep Consistent Branding
Even in digital creatives, maintaining consistent branding is crucial. Refreshing creative is important, but be sure to keep similar colors, fonts, and logos the same. This way, individuals can pick out your brand more easily and allows for your ads to be more memorable. Brand recognition across platforms is important and keeping overall branding consistent will ensure consumers can distinguish your brand from the rest.
Choosing between traditional & digital out-of-home placements depends on your goals, audience, and budget. Regardless of the medium, crafting compelling creatives is essential. Traditional OOH benefits from bold imagery, simplicity, and clear messaging, while digital placements offer opportunities for interactivity, personalization, and real-time updates. By tailoring your content to the strengths of each placement, you can create impactful campaigns that resonate with your target audience and leave a lasting impression.
If you are looking for professional expertise in OOH creative and campaign planning, contact us today at [email protected]