OMAC : Creative Resources : Creating Effective OOH : What Works?
What Works?
Creating Effective Out-of-Home Communication
  • An investigation of the relationship between creative characteristics and ad awareness levels

  • Outdoor ads were categorized on over 30 variables including message style, use of colour, copy length, type size and style


Key Findings on What Works in Out-of-Home

Main Message Style
Literal Message Style

Single-minded
Multiple executions

Brand Icon
Visuals



Ad Legibility
  • Legibility is a key factor in a successful outdoor campaign

  • Legible copy is primarily related to copy length and size. A larger type size and shorter copy length are shown to be the most effective

  • Outdoor companies provide distance testing, a free creative service that will allow you to check that the message is legible prior to posting

Research Objective
  • To investigate the relationship between creative characteristics and ad awareness levels


Ad Classification
  • Outdoor ads were categoried on over 30 variables including message style, use of colour, copy length, type size and style


Source: CBS (Mediacom) and University of Alberta Study

 
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