out of home campaigns
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TRANSCRIPT
![Page 1: Out of Home Campaigns](https://reader035.vdocuments.site/reader035/viewer/2022070303/54b53ba44a7959d9558b4597/html5/thumbnails/1.jpg)
Creating Effective OOH campaigns Kenton LarsenImages provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada (unless otherwise noted)
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+Use simple style faces
Legibility
Legibility
Legibility
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+Consider environment & location Keep out-of-home copy to eight words max –
people drive by in a hurry.
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+Consider environment & location If your audience is on foot, there’s more time
for interaction.
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+Consider environment & location
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+Use upper- and lowercase letters
UPPERCASE Lowercase
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+Be succinct and focused
Be impactful and create a strong link to your brand.
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+Be succinct and focused
Use the space around the board.
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+Consider alternatives
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+Be succinct and focused
Use visual metaphors
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+Type width
TOO THIN
TOO THICK
Easy to readHARD TO
READ
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+Use multiple executions
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+Use multiple executions
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+Use multiple executions
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+Space
Too close
Good spacing
To o m u c h s p a c e
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+Use multiple messages with strategic placement
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+Capture the viewers’ interest Make them do a double-take:
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+Capture the viewers’ interest
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+Use high-contrast colors
Good Contrast
Poor Contrast
Good
Poor
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+Make people laugh/think/wonder
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+Make people laugh/think/wonder
What’s this ad for?
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+Be compelling
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+Use appealing visuals
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+The future: interactive
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+The future: interactive
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+The future: interactive
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+Dominate
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+Be flexible
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+Distance/chair test your creative
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+Creative tips
1. Focus on one main idea.
2. Use multiple executions.
3. Brand clearly and strongly.
4. Capture the viewers’ interest - provoke their interest and curiosity. Make them laugh/think/wonder.
5. Consider context, location, and alternatives.
6. Use colors with a high contrast and simple style faces.
7. Capitalize on creative flexibility and be interactive.
8. “Chair test” to ensure legibility.
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+Sources Images in this presentation are provided by OMAC,
2012 (unless otherwise noted).
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+OMAC Members