Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases...
Transcript of Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases...
![Page 1: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/1.jpg)
Out of Home Advertising: Creatively Impactful
![Page 2: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/2.jpg)
Big, Bold, Beautiful Creative
2
![Page 3: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/3.jpg)
Larger-Than-Life Storytelling
3
![Page 4: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/4.jpg)
Creative Impact of OOH Advertising
4
![Page 5: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/5.jpg)
A Powerful Communication Channel
5
![Page 6: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/6.jpg)
Effective and Impactful Advertising
6
![Page 7: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/7.jpg)
92% of Cannes Titanium Award Winners Include OOH Advertising
7
![Page 8: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/8.jpg)
Advertising in an Age of Distraction
8
![Page 9: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/9.jpg)
Chevy Malibu
9
![Page 10: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/10.jpg)
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
![Page 11: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/11.jpg)
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
![Page 12: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/12.jpg)
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
![Page 13: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/13.jpg)
Engagement
13
![Page 14: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/14.jpg)
Designing for the People’s Space
14
![Page 15: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/15.jpg)
15
![Page 16: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/16.jpg)
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
![Page 17: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/17.jpg)
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
![Page 18: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/18.jpg)
The Art of Simplicity
18
![Page 19: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/19.jpg)
The Art of Simplicity – A Caveat
19
![Page 20: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/20.jpg)
Surprise in Words
20
![Page 21: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/21.jpg)
Surprise in Visuals
21
![Page 22: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/22.jpg)
Blending Words and Visuals
22
![Page 23: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/23.jpg)
Use of Humor
23
![Page 24: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/24.jpg)
Drama and Emotion
24
![Page 25: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/25.jpg)
Creating an OOH Campaign
25
![Page 26: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/26.jpg)
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
![Page 27: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/27.jpg)
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
![Page 28: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/28.jpg)
Stopping Power
28
![Page 29: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/29.jpg)
Readability
29
![Page 30: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/30.jpg)
Communicating Brand Essence
30
![Page 31: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/31.jpg)
National Geographic Photo Ark
31
![Page 32: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/32.jpg)
Memorability
32
![Page 33: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/33.jpg)
Location
33
![Page 34: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/34.jpg)
Other Contributing Factors for Effective OOH Design
34
![Page 35: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/35.jpg)
American Airlines
35
![Page 36: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/36.jpg)
Color and Contrast
Source: OAAA 36
![Page 37: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/37.jpg)
Color
37
![Page 38: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/38.jpg)
Contrast
38
![Page 39: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/39.jpg)
Fonts
39
![Page 40: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/40.jpg)
Illumination
40
![Page 41: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/41.jpg)
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
![Page 42: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/42.jpg)
High Performing Ad Creative
Source: Advertising Benchmark Index 42
![Page 43: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/43.jpg)
OOH has the Highest Purchase Intent
Source: Advertising Benchmark Index 43
![Page 44: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/44.jpg)
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
![Page 45: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/45.jpg)
Limited Message Elements
Source: University of Alberta, Canada
Number of messages communicated
45
![Page 46: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/46.jpg)
Message Complexity
46
![Page 47: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/47.jpg)
Targeting an Audience
47
![Page 48: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/48.jpg)
Number of Creative Executions
48
![Page 49: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/49.jpg)
K-Y Duration
49
![Page 50: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/50.jpg)
Multiple OOH Designs
Source: University of Alberta, Canada 50
![Page 51: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/51.jpg)
Media Weight
51
![Page 52: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/52.jpg)
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
![Page 53: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/53.jpg)
Printing Techniques
53
![Page 54: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/54.jpg)
Custom Printing
54
![Page 55: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/55.jpg)
Recycling
55
![Page 56: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/56.jpg)
Digital OOH
56
![Page 57: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/57.jpg)
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
![Page 58: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/58.jpg)
Design Flexibility
58
![Page 59: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/59.jpg)
Dynamic Content
59
![Page 60: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/60.jpg)
FOX Lethal Weapon
60
![Page 61: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/61.jpg)
Real-Time Updates
61
![Page 62: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/62.jpg)
Paramount Pictures Transformers
62
![Page 63: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/63.jpg)
Video Design Factors
63
![Page 64: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/64.jpg)
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
![Page 65: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/65.jpg)
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
![Page 66: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/66.jpg)
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
![Page 67: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/67.jpg)
Creating Buzz
67
![Page 68: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/68.jpg)
Love Has No Labels
68
![Page 69: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/69.jpg)
Core Media Integration
69
![Page 70: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/70.jpg)
Local Activation
70
![Page 71: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/71.jpg)
National Footprint
71
![Page 72: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/72.jpg)
Creative Resources
72
![Page 73: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/73.jpg)
Creative Resources
73
![Page 74: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/74.jpg)
Creative Resources
OA
AA
CR
EA
TIV
E
TE
ST
IN
G T
OO
L
74
![Page 75: Out of Home Advertising: Creatively Impactful · The use of humor in an OOH ad frequently increases memorability and appeal. Drama & Emotion OOH ads that are dramatic in tone or elicit](https://reader035.fdocuments.in/reader035/viewer/2022071010/5fc787553ae8880f5b6e48e1/html5/thumbnails/75.jpg)
Out of Home Advertising: Creatively Impactful