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Creative Guidelines
We applaud and pioneer creativity in Digital out of home
Digital out of home’s fast growth has revolutionised the way it can be consumed. It stands tall as a medium in its own right, with unique creative opportunities.
What’s more, premium large format sites perform better, as the impact of the creative is far greater, especially when combined with full motion and targeted timing.
New to Digital out of home?
Below, we’ve laid out some of the creative and technical principles of DOOH to help you make the most of your campaign.
We’re also always happy to chat through a creative concept or potential brief, so please get in touch to arrange a call or meeting.
Creative principles
- Develop specific creative for DOOH. Consider it as a medium in its own right and leverage its unique creative capabilities to deliver a superior emotional connection
- Use technology to support creativity, not trends
- Unlike many other advertising mediums, you know when and where your adverts will be shown, so think about how you can use this to create relevance to connect with your audience
- Create dynamic content to deliver precise and relevant campaigns. Develop multiple creatives to respond to predetermined events such as the weather, flight availability or speed of traffic. This approach will increase awareness and effectiveness
- Consider “live” copy – it will also drive relevance. A strong internet connection is required for live streamed content, so check the location you have selected for this
- Consider the time of day. Choose a cost effective route into the medium by delivering a time sensitive message or creative execution. Targeting opportunities include drive or non time, school runs, specific day of week or countdown to events
- Create a simple user journey that delivers magic with logic. DOOH has a direct synergy with mobile, but to ensure effectiveness, the content has to be 100% relevant across both mediums
- Even the smallest amount of motion will help elevate engagement, or go one step further and use Ocean DeepScreen® to create stunning 3D anamorphic illusions
- Every location is unique, so try to avoid “one size fits all” and embrace their differences
- We’re here to help – Ocean Studio can guide you creatively and even help with production, so please reach out on the link below
Technical principles
- A typical slot on a Digital out of home screen is 10 seconds. The loop length itself will vary depending on the screen and other lengths may be available, so please ask
- Levels of motion vary by screen, but break down to:
- Full motion
A fully animated display using the maximum space available on the screens - Subtle motion
Add subtle movement to elements to a small portion of your creative; e.g. stars twinkling, someone winking etc - Static
No motion at all
- Full motion
- There is no need for bleed or safe areas for Digital OOH, so design exactly the pixel dimensions stated on the production specs for the specific location
- File formats
- For full or subtle motion, use MP4 files encoded using the H264 codec
- For static files, use JPGs, with the RGB colour mode, at 72dpi
- Legibility is key for any OOH, so to ensure your text is clear, test it on your own computer screen. If you can’t clearly read it at 100% zoom, it will not be visible on a Digital OOH screen
- Using colour and contrast can be crucial in attracting attention, whilst ensuring clarity in various lighting conditions. Low contrast creatives run the risk of looking washed out or unclear
- Always check individual production specs for full details of each location. A full list is available below