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Outdoor advertising design
Outdoor advertising offers endless opportunities to stand out - only your imagination is the limit. Campaigns can be bold or classic, sensational or emotional, tactical or branded, big or small budget. A successful campaign always follows the same basic steps. Here are some tips to ensure the success of your advertising!
Outdoor advertising design
Outdoor advertising offers endless possibilities in different advertising environments and solutions. It can be used for brand building as well as tactical advertising and launches.
Brand building and awareness building
A brand is how customers and stakeholders perceive a company. A successful brand guides consumer choices and influences how we perceive a company's products and services. Brand image is formed subconsciously and is influenced by everything a company does.
Outdoor advertising has been shown to have an impact on building and reinforcing brand image. Outdoor advertising is 72% more likely to increase brand consideration (compared to consumers who have not seen outdoor advertising) (1
Research shows that exposure to large digital outdoor advertising spots is effective in building images of a strong, premium and iconic brand (2 Outdoor advertising is also the best medium for conveying positive perceptions of trust (3
Tactical outdoor advertising
Tactical advertising works very well when you want to increase sales, direct consumers to an online or brick-and-mortar store and drive purchase decisions.
Outdoor advertising is by its very nature a great way to do tactical advertising, as it reaches out in shopping centres and in-store - places where people make purchasing decisions and seek inspiration to buy.
Research also confirms the benefits of tactical outdoor advertising: 7 out of 10 people say they have visited a place of purchase because of advertising they encountered while travelling (4
Launch campaigns
The benefits of outdoor advertising in launch campaigns speak for themselves. Outdoor advertising makes the brand and the product visible and therefore works well in spectacular launch campaigns and in building awareness and communicating change. Outdoor advertising also reminds consumers of products and brands.
As outdoor advertising is a mass medium, its reach is in a class of its own. Our billboards, located in the busiest places in cities, reach large audiences instantly. In addition, outdoor advertising means that the message is encountered more than once during the campaign.
To support your planning:
Campaign planning starts with defining the target audience, budget and objectives: are you looking for local or national visibility, brand image or tactical impact?
The cost of outdoor advertising depends on the duration of the campaign, the type of campaign and the location - there are solutions for both small and large budgets.
Our experts will help you plan your campaign and provide a quote based on your marketing budget. Together, we will design an effective package that meets your objectives and fits into your media mix.
Sources:
1. Mesh Research Databank 2011-2015
2. COG Research, 2016
3. Bauer Media Outdoor & JCDecaux, The Moment for Trust, 2021
4. Consumer Compass, Purchasing Power Survey (2018) n=1040
Tips for good outdoor advertising
Creative execution is the most important sales driver 4
Creativity, in turn, can increase advertising recall, positive emotions and favourable attitudes towards advertising1. Creative campaigns are also effective in appealing to emotions 2. Indeed, 67% of brand managers consider creativity to be an important competitive advantage3.
How to harness creativity in outdoor advertising and what makes a good outdoor ad - find out more about the elements of good outdoor advertising below.
Take advantage of the attention point
Attracting attention is more effective when the headline is below the main visual5.
Did you know? Research shows that moving images increase viewer engagement by 24% and viewing time by 60%6, while ads with faces generate 20% more engagement5.
Make an impact with good copy
Concise, succinct, compelling copy is more impactful - even small words matter.
Did you know? Research shows that shorter copy increases retention, comprehension and attention7. The ad is only seen for a short time, so the message should be absorbed within 2-5 seconds5.
Colours matter
Clear images and simple backgrounds combined with good contrast ensure the best results.
Did you know? Bright, clear and strong colours are noticed from a distance. An ad with good contrast and visible colours has a 47% assisted recognition in the attention value study, i.e. it is significantly more memorable than the reference ad (vs. 8% assisted recognition: ad with poor contrast and colours5).
Contribute to readability
Pay attention to readability - a considered layout makes it easier to read.
Did you know? Horizontal materials are read from left to right, and vertical materials from top to bottom5. So it's worth thinking about which elements are important to you and building your layout accordingly.
Make your brand memorable
A clear brand style helps to increase fluency and make it easier to recognise.
Did you know? People are more likely to choose a product they know - a clear and branded look has been studied to lead to 45% assisted awareness (vs. 10% assisted awareness without a clear look5.
+ Appear in the right context
Contextuality increases relevance and attention.
Did you know? A study found that a contextual element in an ad increased sales by 8%5. Paying attention to the environment is another way to increase contextuality.
Sources: 1. Ang et al, (2007). 2. Binet & Field, (2013, p. 63). 3. LIONS, (2021). 4. Nielsen, (2017). 5. Bauer Media Outdoor UK, Kinetic Studio OOH Creative Success. 6. Kinetic: Digital Eye and Face Tracking (2011). 7. Millward Brown tracking study.