Creative Guidelines

Ocean applaud and pioneer creativity in Digital Out of Home.

Digital Out of Home’s fast growth has revolutionised the way in which out of home advertising can be consumed, and it now stands tall as a medium in its own right with unique creative opportunities.

It has been proven that with the same creative executions premium sites perform better for the brand as the impact of the creative is multiplied using these locations, especially when combined with movement and relevant 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 always happy to talk about our medium, so please get in touch to arrange a call or meeting.

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Creative Principles

  • Develop specific creative for DOOH. Consider it as a medium in its own right using its unique creative capabilities to deliver a superior emotional connection more easily.
  • 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 which helps connect with your audience. 
  • Create dynamic content to deliver precise and relevant campaigns. Develop multiple creative to respond to predetermined events such as the weather, flight availability, speed of traffic. The relevance of the creative can 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 use of Day part – delivers a cost effective route into the medium by delivering a time sensitive message or creative execution. Brands have targeted drive time, non drive time, school runs, specific day of week or count-down to events.
  • Create a simple user journey to deliver magic with logic. DOOH has a direct synergy with mobile, and to place DOOH directly into the sequential behaviour of consumers the connection between the two must be a simple transition with a stream of content most relevant when utilising mobile. (e.g. Twitter is accessed 80% of the time via mobile.)
  • Even the smallest amount of movement 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 and avoid “one size fits all” and embrace their differences. 
  • We’re here to help – Ocean Studio are here to help guide you creatively and can 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 utilising the maximum space available on the screens
    • Subtle Motion
      Add subtle movement to elements to a small portion of your creative – stars twinkling, someone winking etc
    • Static
      No motion at all. 
  • 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, using the RGB colour mode, at 72dpi. 
  • Legibility is key for any OOH, so to ensure your text is clearly legible, 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 and also ensuring clarity on Digital OOH in various lighting conditions. Low contrast creatives run the risk of looking washed out or unclear. 
  • Always check individual production specs for full and specific details for each location. A full list is available below

Ready to take your campaign to the next level?

Ocean Networks

The location is available as part of a network, please see below for details.

Please contact us on [email protected] to find out more.