1. CREATIVE TIPS FOR DIGITAL OOH
March 2019

2. CREATIVE CONCEPT FIRST, TECHNOLOGY SECOND
CREATIVE TIP FOR DOOH:
CREATIVE CONCEPT FIRST, TECHNOLOGY SECOND
“There is one main ingredient for a DOOH campaign to be amazing, and that’s a great creative concept. The technology or anything else involved in the campaign is merely a tool to build a story that will truly engage the audience. They are what help the story come to life.”
Ric Albert, Creative Director at Grand Visual
Grand Visual specialise in production for DOOH
Source: Broadsign, the recipe for a great DOOH campaign click here for more details. To view some of Grand Visuals work click here

3. CREATIVE TIP FOR DOOH:
BE DYNAMIC
Only 6% of all DOOH campaigns used dynamic creative, according to UK outdoor company Outdoor Plus.
Simon Valcarcel of Clear Channel recently wrote in response to this, “94% of campaigns wasted the opportunity to make the creative more relevant, more interesting, more playful and, ultimately, more effective.”
Sources: What Magic Can Teach You About Making Brilliant Creative by Simon Valcarcel, click here for more details. Simon references the JCDecaux report The Brand Gap which can be requested here

4. BE DYNAMIC
DRIVE ACTION
UK’s NHS Blood and Transplant service used location, date, time of day, day of week, and live appointment data to serve dynamic OOH ads encouraging viewers to donate blood
Source: IAB, for more details and more mobile and OOH case studies click here

5. BE DYNAMIC
TARGET MESSAGES
Lexus used cameras to identify the brand, model, and colour of passing cars to serve different messages to drivers
Source: IAB, for more details and more mobile and OOH case studies click here

6. LOCALISE Localising DOOH creative can improve results.
CREATIVE TIP FOR DOOH:
LOCALISE
Localising DOOH creative can improve results.
But ensure the passing audience has a connection with the creative.
Source: The cocktail party effect: How salience in out-of-home affects the bottom line, click here for more details.

7. +9% +8% +1% A UK study tested the effect of
different levels of localised creative for Subway
“It reveals that an understanding of location has never been more important: it’s not enough to know the footfall, or profile of a typical passer-by; it is also important to have an understanding of their feelings towards a certain location*.” Mediacom UK
- Creative that referenced the city performed best
- Creative that referenced the region also did well
- Creative that hyper-localised to specific areas within the city
+9%
+8%
+1%
uplift in
sales
uplift in
sales
uplift in
sales
*Mediacom believe questions remain; the hyper local creative performance to the passing audience could be the result of ‘passers-by did not feel as strong a connection to the local area (e.g. Walton in Liverpool) as they did to the broader region’ and ‘whether hyper-localised messaging might perform better in conurbations where particular neighbourhoods or districts have an established heritage and particularly strong sense of community’.
Source: The cocktail party effect: How salience in out-of-home affects the bottom line, click here for more details.

8. Australians leave home each day
OOH connects people, places and technology
- OOH has always excelled at delivering mass reach, visual impact and location targeting
9 in 10
Australians leave home each day
Sources: WARC ‘OOH can 'reconnect' with consumers’, click here to read. WARC subscribers can also read ‘How out-of-home can deliver cut-through in the attention economy’ by clicking here
9 in 10 Australians represents results from government household travel surveys on why, how and when Australians are travelling

9. Anatomy of Out of Home