Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
Out of Home Advertising: Creatively Impactful
Big, Bold, Beautiful Creative
2
Larger-Than-Life Storytelling
3
Creative Impact of OOH Advertising
4
A Powerful Communication Channel
5
Effective and Impactful Advertising
6
92% of Cannes Titanium Award Winners Include OOH Advertising
7
Advertising in an Age of Distraction
8
Chevy Malibu
9
Risk Equals RewardThe amount of information we gather and how we act on the information influences decisions.
Less positive mood = Less risk-taking
More positive mood = More risk-taking
Mood Influences Ad Receptiveness
Source: The Impact of Mood, Steve Williams 10
How and Why Consumers Look at OOH Ads
Driving RecallConsumers who see OOH ads recall the ads they have seen before as references. Size and uniqueness
drive recall.
EntertainmentConsumers expect OOH ads to entertain them. Consumers like OOH ads that provide serial messages
and expect ad copy to change often.
UbiquityConsumers are aware of the multiple OOH formats available in the marketplace today.
Source: Leo Burnett 11
How and Why Consumers Look at OOH Ads
UnclutteredConsumers consider OOH ads as being more “uncluttered” than some other conventional ad channels.
Subtle ResponseOOH ads do not always create top-of-mind awareness but often impact subliminal behavior.
Source: Leo Burnett 12
Engagement
13
Designing for the People’s Space
14
15
Guiding Principles for OOH Design
The Art of SimplicityPeople view OOH ads quickly as they travel across a marketplace, engaged in daily activities. For this
reason, the design of OOH ads should be simple and easy to understand.
Surprise in WordsPeople will stop and notice unexpected messages.
Surprise in VisualsPeople will stop and notice unexpected visuals.
Blending Words & VisualsMemorable OOH ads are often the result when unexpected messages are combined with unusual
graphics.
Source: Great Outdoors, Morris and Gounds 16
Guiding Principles for OOH Design
Use of HumorThe use of humor in an OOH ad frequently increases memorability and appeal.
Drama & EmotionOOH ads that are dramatic in tone or elicit emotional responses often prompt higher recall results.
Creating a Campaign
OOH elements should be part of a complete media strategy. An advertising campaign is most effective
when all messaging components are integrated.
Source: Great Outdoors, Morris and Gounds 17
The Art of Simplicity
18
The Art of Simplicity – A Caveat
19
Surprise in Words
20
Surprise in Visuals
21
Blending Words and Visuals
22
Use of Humor
23
Drama and Emotion
24
Creating an OOH Campaign
25
Cause and Effect
Stopping PowerEffective OOH ads require a strong degree of color saturation and contrast.
ReadabilityOOH ads should be formed by a cohesive, integrated design to maximize readability.
Communicating Brand EssenceSuccessful OOH ads communicate a message in a way that attracts interest but does not require
excessive cognitive attention for processing.
Source: Sensory Logic, Inc. 26
Cause and Effect
MemorabilityOOH relates messages to familiar ideas and easily understood concepts to create memorable
advertising.
LocationFinding the relevant and hidden relationships between the message and the environment makes the
advertising smart.
Source: Sensory Logic, Inc. 27
Stopping Power
28
Readability
29
Communicating Brand Essence
30
National Geographic Photo Ark
31
Memorability
32
Location
33
Other Contributing Factors for Effective OOH Design
34
American Airlines
35
Color and Contrast
Source: OAAA 36
Color
37
Contrast
38
Fonts
39
Illumination
40
KPI’s Related to Ad Creativity
Four key performance indicators (KPI’s) most accurately predict how effectively an ad will communicate
a message and persuade an audience to act.
Awareness or Brand Linkage
Messaging
Reputation
Call-to-Action
Note, Likeability is not a core KPI related to ad creativity.
Source: Advertising Benchmark Index 41
High Performing Ad Creative
Source: Advertising Benchmark Index 42
OOH has the Highest Purchase Intent
Source: Advertising Benchmark Index 43
Factors Effecting OOH Wearout
Message ComplexityThe complexity of an ad message impacts effectiveness.
Target AudienceComposition of a target audience has a bearing on the duration of an ad’s usefulness.
Number of Creative ExecutionsThe use of multiple creative executions will sustain the effectiveness of an advertising campaign.
Media WeightHeavier media weight will have a greater impact on increasing awareness.
Source: University of Alberta, Canada 44
Limited Message Elements
Source: University of Alberta, Canada
Number of messages communicated
45
Message Complexity
46
Targeting an Audience
47
Number of Creative Executions
48
K-Y Duration
49
Multiple OOH Designs
Source: University of Alberta, Canada 50
Media Weight
51
Consumer Response to OOH Wearout
RememberedOver half of consumers say they remember OOH ads seen one to three times.
LongevityHalf of consumers say they continue to notice OOH ads after a month, and 54% say they continue to
notice OOH ads after 3 months.
ImpactfulSixty-eight percent of consumers say OOH ads are likely or somewhat likely to impact a purchase
decision.
NoticedEighty percent of consumers say they always glance at OOH ads.
Source: SocialVibe 52
Printing Techniques
53
Custom Printing
54
Recycling
55
Digital OOH
56
Digital OOH Design Factors
SimplicityThe fundamental guideline for creating good OOH designs apply when designing for digital OOH.
FlexibilityTake advantage of the flexibility that digital OOH offers.
Ambient LightThe perception of color can change depending on the amount of ambient light surrounding a digital
OOH unit.
Art FilesDigital OOH art files are very small and there are no production or installation charges.
Source: OAAA 57
Design Flexibility
58
Dynamic Content
59
FOX Lethal Weapon
60
Real-Time Updates
61
Paramount Pictures Transformers
62
Video Design Factors
63
Digital OOH Ratios
Digital OOH Displays
1800 x 600 Pixel Ratio/3:1 Aspect Ratio
Large Bulletin
1400 x 400 Pixel Ratio/7:2 Aspect Ratio
Standard Bulletin
Junior Bulletin
840 x 840 Pixel Ratio/1:1 Aspect Ratio
Square Bulletin
840 x 400 Pixel Ratio/21:10 Aspect Ratio
Standard Poster
Junior Poster
Digital OOH HD Screens
1920 x 1080 Pixel Ratio/16:9 Aspect Ratio
Airport Horizontal Screen
Mall Horizontal Screen
Newsstand Horizontal Back Screen
Rail Horizontal Screen
Place-Based Horizontal Screen
1080 x 1920 Pixel Ratio/9:16 Aspect Ratio
Airport Vertical Screen
Bus Shelter Vertical Screen
Mall Vertical Screen
Newsstand Vertical Side Screen
Rail Vertical Screen
Place-Based Vertical Screen
Source: OAAA 64
Digital OOH Interactive Capabilities
Digital StaticStatic messages remain unchanged during the duration of an ad campaign.
Digital with Limited AnimationStatic messages can sometimes be enhanced with subtle animation or movement.
Digital with Full-motion VideoMost digital place-based networks play video content. In some venues and at some locations, audio is
not permitted. In these instances, it is best to produce original video content that does not require
audio support to convey a message.
65
Digital OOH Interactive Capabilities
Digital with Full-Motion Video and AudioMany digital place-based networks will accommodate video content along with audio. In these
instances, TV commercials or online content can be repurposed to play on digital place-based
networks.
Digital with Interactive Touch ScreenTouch screen units allow consumers to physically interact with a digital OOH message.
Digital with Dynamic Content Activation (Triggers) Interactive triggers that can be used as part of a digital OOH campaign include facial recognition and
body tracking of movements, push messages to mobile devices using beacon technology, and social
media linkage to digital OOH ads.
66
Creating Buzz
67
Love Has No Labels
68
Core Media Integration
69
Local Activation
70
National Footprint
71
Creative Resources
72
Creative Resources
73
Creative Resources
OA
AA
CR
EA
TIV
E
TE
ST
IN
G T
OO
L
74
Out of Home Advertising: Creatively Impactful