Is your OOH creative working for you?

Harjaap Singh Mann, MD, POPDS shares 5 points that can deliver returns on outdoor investment by simply getting the creative right

e4m by Priyanka Nair
Updated: Nov 20, 2012 7:43 PM
Is your OOH creative working for you?

A picture speaks a thousand words, is something that is said too often to describe a well defined creative display. And when it comes to outdoor advertising, there are various aspects to be taken into consideration to ensure the right creative. Developing a great outdoor creative can have a significant impact on the brand and add recall value too. Starting from this week exchange4media will chase experts who will share their tips to help brands develop effective creatives for their outdoor campaign.

A tracking system that has been put in place by Proof of Performance Data Services (POPDS) in prime markets of the country has highlighted some data in this context. POPDS provides a solution that allows organisations to plan, monitor and analyse their outdoor campaigns across the prime markets. This week, Harjaap Singh Mann, Managing Director, POPDS has put together five pointers for a brand to get its outdoor creative right.

Think to break clutter
Outdoor reaches consumers who are on the move. This mobility generally limits viewing exposure to only a few seconds that requires a simple, succinct outdoor message. Ensure the typeface is large and legible. Words are viewed from distance of 1,00,500 feet. All text should be at least one foot tall to be legible. Too much content distracts - a simple and succinct headline with no more than six to seven words is ideal. Work towards standing out.

Ignore colour and contrast 
Research confirmed that no correlation exists between high advertising spends and high ad recall. Outdoor creative containing clever or amusing content (text or graphic) delivered the highest level of recall. A serious, tone-heavy copy with little or no imagination is less impactful. A humorous or clever execution makes the ad memorable. Outdoor is generally consumed passively and therefore must be easy to read. Understanding the relationship between colour and contrast makes a significant difference to add recall and brand recognition. Colours are light and contrast is too high. Bright colours and right contrast will ensure the creative stands out.

Use legible typography
Fonts selected for outdoor must be easy to read from variable distances. Allow for adequate spacing between letters, words and lines.

Avoid print creative on outdoor media formats
Copying print media directly on to outdoor generally translates poorly. If using print creative as a basis of outdoor creative, remember that outdoor consumes differently and requires simple image and succinct message. Proper translation of print ad, less copy delivers a clear message and offers immediate impact.

Respect the brand logo and identity
Recall for well branded outdoor is significantly higher than for branded outdoor. Brand recognition levels for well branded outdoor executions are up to 50 percent higher whilst brand attribution levels can be as much as 200 percent higher. Make sure that your brand’s logo is easily recognisable and positioned in the right hand corner of the creative execution.

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