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Creation is extremely important in a (Digital) Out-of-Home campaign, so it is important to pay attention to this. Global is happy to help with tips & tricks in the area of creation. Practice has shown that the following insights work in outdoor advertising campaigns.

limit the number of elements

As a guideline, we suggest using a maximum of four elements per creation. For example, the logo, an image, text illustration and a call to action. Within the short time we have to watch a (D)OOH campaign, the human brain is unable to process more than four elements.

So use a short and powerful message. Peripheral issues and other additional visual elements only distract attention from the message.

ensure high contrast

Ensure a high contrast in the creation. This will also make sure that the creation stands out from a distance, is visible and easy to read. Consider, for example, a dark background with light text (and vice versa) or the use of contrasting colours.

use a clear and large font

The use of a clear, legible and large font ensures that the text on a creation is legible from a distance and stands out.
The Sans-Serif font generally works best for (D)OOH.

Tip: If the font associated with the brand does not match fonts that work in (D)OOH, look for alternatives that do enhance the message.

sender and message clearly displayed

(D)OOH is a volatile medium where most passers-by are on the move. On average, with a creation you have 2–5 seconds to attract attention and make an impact with the campaign. So as an advertiser, make sure that you are constantly and prominently in the picture with the brand and that the message is clear.

add emotion

Adding emotion to a (D)OOH creation ensures that the message comes across more powerfully. Especially with Digital Out-of-Home, it is certainly possible to add emotion to the creation, as it can be advertised in a full motion video.

Emotion often causes the message to touch someone, making the advertisement stick better in someone’s mind

add relevance

With Digital Out-of-Home, it is possible to add relevance to the creation based on triggers, such as weather conditions, location, times or results of competitions. A creation that is based on a specific time increases in effectiveness by 12%. In the case of a creation based on a location or current update, this percentage increases by another 18%. So combine these two and the campaign will increase in effectiveness by 32%.

add animation (DOOH)

With Digital Out-of-Home it is possible to add animation in a creation. This ensures more impact and a longer viewing time. With animation, you can give more emotion and more explanation in the creation. This allows you to display all the possibilities of a product in one advertisement.

Animation provides 51% more impact, 29% better visibility and 25% longer viewing time.
Tip: Make sure that the animation does not distract from the message.

Outdoor Ad Impact Forecaster

The Outdoor Ad Impact Forecaster analyses the campaign in advance based on the creation, the media pressure and the brand. Forty percent of the impact of an outdoor advertising campaign is determined by the creation of the creation. This makes the creation very important in an Out-of-Home campaign.

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where can Global help in the field of creation?

We are happy to support and advise you in the creative process by means of:

  • Research: Prior to a campaign, it is possible to perform a pre-test for the effectiveness of the creation, or an Outdoor Ad Impact Forecaster. With the pre-test, we measure whether the creation attracts attention sufficiently and quickly, whether the brand and the message are coming across correctly and what will be the final appreciation of the campaign. An Outdoor Ad Impact Forecaster analyses the campaign in advance based on the creation, the media pressure and the brand.
  • Brainstorm sessions: together with an advertiser, media agency and/or advertising agency, we determine which creative and additional ways there may be to increase the impact of a campaign.
  • Pre-sales: based on a briefing, we will make an example creation or spectacular of the campaign.
  • Advice: our Research department is happy to share its many years of experience in the field of creation.
  • Advertising Viewer: within a secure online environment, you as an advertiser can place your advertisement in the streetscape at various locations in the Netherlands and see how your advertisement looks.

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