How DOOH Advertising Makes the Biggest Creative Impact

BY Rachel Cagle
Featured image for “How DOOH Advertising Makes the Biggest Creative Impact”

Stop putting your client’s advertisements where consumers expect to see them and ignore them. Put them where they stand out and have little to no competition. In short: Stop ignoring the influence of DOOH advertising.

How DOOH Advertising Makes the Biggest Creative Impact

Digital Out-​Of-​Home > Digital

Consumers have learned to filter out digital ads in places they see them all the time. If they’re not interested in social ads, they can scroll right past them without much thought. They roll their eyes at pre-​video ads that they think take up too much time before the video they want.

You know what catches their eye and holds it? Digital out-​of-​home (DOOH) ads.

DOOH advertising lets your client reap the rewards of both digital and traditional advertising:

  • Traditional: Opportunity to be seen in non-​digital spaces that are more attention grabbing. Did you know that 88% of consumers over the age of 18 notice OOH ads on a monthly basis? And 78% of them take action after seeing them
  • Digital: Creativity that draws the eye away from stagnant ads and surroundings. Plain old OOH ads get the attention and inspire action from millions of people. Imagine how much higher that percentage could climb with digital videos on billboard spaces

Overall, 50% of marketers say video performs better than any other format when it comes to meeting key performance objectives. DOOH ads take that effectiveness and put it on big screens where consumers are out, about and ready to buy.

Getting Creative

DOOH ads by nature are dynamic, says a report by Campaign US. These ads allow “advertisers to bring short-​form videos and motion pictures to the outdoors and change assets quickly.” But the great thing is that DOOH ads aren’t limited to just playing videos.

Campaign US points out that options have expanded recently. Your client could now take advantage of:

  • 3D billboards (remember that cat billboard in Tokyo? <3)
  • Screen that react to their environment in real time
  • Interactive billboard features like QR codes
  • Plus, TikTok OOH ads

What to Feature in DOOH Ads

According to a study by JCDecaux, there are a few key features DOOH advertising needs to gain and hold attention.

One is faces. JCDecaux says that faces attract attention as long as they make sense in your client’ overall messaging. Both human and animal faces will do the trick.

The second is that images should make up at least 50% of the ad to grab 38% more attention. OOH ads are for people on the go; they don’t have time to read more than 10 words of text. If they’re impressed by the imagery/​video and can see a logo, they’ll look up the associated words on their own.

And third, let the words you do use be your client’s call to action (CTA). Even the best video in the world would be useless if consumers don’t know what to do next. Use the text in the ad to let them know how to take action.

Retail Touchpoints also adds that your clients DOOH advertising should tie into your client’s entire campaign. With limited text, video lengths and overall consumer attention dedicated to any ad, more layers are needed. Your client’s ads should point to the next touch point in the campaign or buyer journey.

Want to figure out which types of ads should be included in your client’s campaign? Check out their target audience’s profile on AudienceSCAN on AdMall by SalesFuel. You’ll see which types of ads inspired the highest percentages of that audience to take action within the last year.

With that information, you’ll know which ad types will pair well in your client’s upcoming DOOH advertising campaign.

Photo by: Martin Sanchez