Are your billboards, bus stop posters, or digital signs blending into the background? Creating out-of-home (OOH) ads that convert can be a challenging task. Many businesses struggle to make their outdoor advertising stand out in a crowded market.
OOH advertising is powerful, reaching people where they live and work every day. Unlike online ads, OOH ads can’t be skipped—they’re always visible, making them an essential part of any comprehensive marketing strategy. And in this post, you’ll find practical tips for creating out-of-home ads that engage and convert viewers into customers.
Key Takeaways
- Use bold colors and high-contrast visuals for better recall, increasing brand awareness by up to 80% and recall by 38%.
- Keep messages simple and direct, ideally under seven words, to ensure readability for fast-paced viewers.
- Opt for strategic ad placement in high-foot-traffic areas to maximize engagement.
- Leverage QR codes or short URLs to drive instant interaction, with QR usage in digital OOH ads increasing by 26% since 2020.
- Ensure all-time visibility by using bright colors for the day and focused lights for nighttime exposure.
Understanding Out-of-Home Advertising
Out-of-home (OOH) advertising includes billboards, posters, digital screens, and vehicle wraps that reach people as they move throughout their day. This non-skippable ad type ensures high visibility, making it an ideal medium for driving brand awareness and customer engagement.
OOH methods include mobile billboards, transit ads on buses and trains, and posters in high-traffic areas. This visibility makes OOH a powerful way to position your brand where it’s impossible to ignore.
In fact, 46% of adults searched online for a brand after seeing it in an OOH ad in 2020. Additionally, OOH ads have shown a unique ability to drive conversions, with eight out of ten consumers making a purchase after viewing an outdoor advertisement.
Now that you know what makes OOH powerful, let’s explore key strategies for creating effective OOH ads.
14 Key Strategies for Creating OOH Ads That Convert
1. Keep It Simple and Direct
OOH ads should be straightforward and uncomplicated. Limit the copy to around seven words to ensure clarity. A simple design helps communicate your message quickly and effectively without overwhelming viewers.
2. Use Bold, Eye-Catching Colors
Bold colors help your ads stand out in busy environments. Creative ads with high-contrast visuals capture attention even from a distance, boosting brand awareness by 80%. Bright hues like red, yellow, and blue work especially well.
3. Focus on a Strong Visual
An impactful visual is essential for OOH ads. High-quality images and graphics grab attention instantly. Pair minimalistic text with strong visuals to improve message retention, ensuring viewers remember your ad long after passing by.
4. Optimize for Viewing Distance
OOH ads should be legible from both near and far. High-contrast colors enhance visibility in varying lighting conditions. Make sure your ad remains readable at a distance while maintaining clarity up close.
5. Leverage Location Relevance
Placing ads in high-traffic areas can boost effectiveness. Consider local culture, events, or landmarks to create a message that resonates with the specific audience. Strategic location-based advertising enhances engagement significantly.
6. Highlight the Brand Clearly
Ensure that your brand is prominent. A minimalist design focusing on your brand’s logo or name can increase recall. Concise messaging and eye-catching colors ensure viewers recognize your brand immediately.
7. Add a Clear Call-to-Action (CTA)
An effective CTA can drive immediate action. Use clear, compelling language, such as “Shop Now” or “Visit Us Today,” to prompt engagement. Make sure the CTA stands out visually with bold fonts and high-contrast colors.
8. Use QR Codes or Short URLs
QR codes and short URLs allow viewers to engage directly with your ad via their mobile devices. QR codes are especially effective, as phone users check their devices around 96 times per day. Strategically placed QR codes with strong CTAs like “Shop Now” or “Learn More” can drive quick action.
9. Consider Timing and Weather
Plan ad display times around peak foot traffic hours, such as 7 AM – 10 AM and 4 PM – 7 PM. Weather conditions can also impact visibility, so use weather-resistant materials and lighting to maintain clarity.
10. Test for Day and Night Visibility
Ensure your ad stands out both during the day and at night. Use bright colors for daytime visibility and focused lighting or backlighting for night. Testing ad performance under different conditions is key for maximizing visibility and impact.
11. Incorporate Social Proof or Testimonials
Customer testimonials and star ratings build trust quickly. Incorporating social validation like quotes or influencer endorsements reinforces credibility and can lead to greater engagement.
12. Maintain Consistency with Other Channels
Consistency across channels builds brand recognition. Align your OOH messaging with online and offline campaigns to reinforce your brand’s identity and ensure a seamless experience for your audience.
13. Utilize Movement in Digital Ads
Digital OOH ads with animated elements or short videos capture attention and enhance engagement. Animated graphics and programmatic advertising, which adapts content based on location and time, can make your message more relevant.
14. Incorporate Interactive Elements
Interactive displays in digital OOH ads allow for personalized content, adapting based on time, weather, or demographics. QR codes and short URLs complement these interactive elements, enabling immediate viewer engagement.
Conclusion
Creating effective out-of-home ads that convert viewers into sales doesn’t have to be complicated. Focus on simplicity, bold visuals, and clear calls-to-action. Make your ads relevant to their location, keep your brand visible, and test for visibility both day and night.
Ready to elevate your outdoor advertising strategy? Contact us at The Campus Agency to learn how we can help you create impactful OOH ads that capture attention and drive results. Let’s work together to make your brand unforgettable!