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Creating Effective OOH campaigns . Kenton Larsen Images provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada (unless otherwise noted). Use simple style faces. Legibility. Legibility. Legibility. Consider environment & location.

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Creating effective ooh campaigns

Creating Effective OOH campaigns

Kenton Larsen

Images provided by, and used with the permission of, OMAC: Out of Home Marketing Association of Canada

(unless otherwise noted)


Use simple style faces
Use simple style faces

Legibility

Legibility

Legibility


Consider environment location
Consider environment & location

  • Keep out-of-home copy to eight words max – people drive by in a hurry.


Consider environment location1
Consider environment & location

  • If your audience is on foot, there’s more time for interaction.



Use upper and lowercase letters
Use upper- and lowercase letters

Lowercase

UPPERCASE


Be succinct and focused
Be succinct and focused

  • Be impactful and create a strong link to your brand.


Be succinct and focused1
Be succinct and focused

  • Use the space around the board.



Be succinct and focused2
Be succinct and focused

  • Use visual metaphors


Type width
Type width

TOO THIN

TOO THICK

Easy to read

HARD TO READ





Space
Space

Too close

Good spacing

Toomuchspace



Capture the viewers interest
Capture the viewers’ interest

  • Make them do a double-take:



Use high contrast colors
Use high-contrast colors

PoorContrast

Good Contrast

Good

Poor


Make people laugh think wonder
Make people laugh/think/wonder


Make people laugh think wonder1
Make people laugh/think/wonder

  • What’s this ad for?










Creative tips
Creative tips

  • Focus on one main idea.

  • Use multiple executions.

  • Brand clearly and strongly.

  • Capture the viewers’ interest - provoke their interest and curiosity. Make them laugh/think/wonder.

  • Consider context, location, and alternatives.

  • Use colors with a high contrast and simple style faces.

  • Capitalize on creative flexibility and be interactive.

  • “Chair test” to ensure legibility.


Sources
Sources

  • Images in this presentation are provided by OMAC, 2012 (unless otherwise noted).



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