It happens so often with new advertisers in OOH media, whether they have prior experience working with other media or not. Most advertisers usually get shocked when they know the prices of the OOH locations… but because OOH is essential to their strategy, they decide to go for it and, why not? To get the most out of it! But trying to get the maximum out of your OOH campaign may mean including the minimum in your OOH campaign! Contradictory, right? Well, let’s clarify it!
If you think you paid too much and you should put everything on the OOH ad space, just remember that this OOH ad space is seen on the road as a business card. Of course, you may think: if my company history fits on the business card, why shouldn’t I include it? Sure, the more they know about you, the better for the business! But consider that turning the OOH location in a classified ad may not be so useful for your marketing strategy.
What every advertiser should understand is that an OOH location on the road has a Visibility Area, a Clear Visibility Area, and after that it is all a Blind Area. So we need to understand two factors, and two factors only, that control our ad message delivery to the audience, no matter the OOH location of the ad:
In the graphic above, you can see the transition from the Visibility Area to the Clear Visibility Area, and eventually to the Blind Area. All you have to do is ask yourself: how much information can I comprehend in just 8-12 seconds?
Have a look at the next table; it provides a thorough guide for the artwork and production items that will guarantee the readability of the text on any OOH message. This table follows the standards of the EU and US, and it is listed within the OAAA (Outdoor Advertising Association of America), FEPE (Federation European Publicite Exterieur, international association of outdoor advertising) and EOAA (European Outdoor Advertising Association) guidelines.
You may be thinking now: “Yeah, maybe if I put too much, my text will not be seen”. But you need to go further than that: you need to consider that the artwork will also affect the message visibility and delivery.
Yes, we know: it is harder than you thought! So many numbers and parameters to consider! Not to worry: we have put together the following tips for you; these are your new DO’s of Outdoor Advertising, and they will really help to increase the readability of your ad:
Of course you cannot always control the atmosphere of the location – specially in Greater Cairo, where booking locations sometimes gets too complicated, it is difficult to control how the environment will affect your ad.
So let’s try to focus on what you should avoid at all times, no matter your location, or the background. This a comprehensive list of DON’T’s to ensure you make the best out of your artwork:
And don’t forget: Creativity! You can always go the extra mile! The tips above will really help you create a good ad in all technical aspects, but if you really want to add value to your ad message, don’t forget that nothing beats a great idea in the artwork or the text copy. Just remember: only great ideas generate stories that are told (several times over!); average ideas usually live a short life.
Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
The Art & Science of OOH
A group of marketing professionals with focus on OOH (Out-of-Home) media, dedicated to gather and digest all the updates, news, and insider stories of every outdoor advertising campaign!
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