Outdoor advertising offers a unique opportunity for your brand to create long-lasting impressions and capture attention. The world’s biggest brands use Out-of-Home as it provides brand stature, impact and mass awareness. Unlike the fragmented digital, TV and radio media landscape, it can’t be turned off, switched over or blocked.
We’ve all seen catchy ads that we remember, but cannot remember what the ad was for. Here are our top three tips to make sure your message makes an impact, but is also remembered.
Less is more
Outdoor advertising requires a sense of simplicity in that the information needs to be absorbed quickly. Did you know the average driver has 7 seconds in which to read your ad? Longer if you’re reaching pedestrians, but the 7 second rule is a great starting point. Make your text count. One or two bold sentences is all you need. Too much text and your message might get lost.
Your audience doesn’t have time for complex messages or various calls to action. Be clear about what you want your audience to do and how to do it.
Contextually relevant
Research shows that Out-of-Home advertisements that have meaning to the consumer in the moment are 59% more likely to be remembered. This could be a reference to a local landmark or point of interest, the weather, the traffic or something as simple as calling out the suburb.
Be bold
Imagery is key. Research shows the use of imagery on outdoor advertising draws the eye more than text alone. The bigger, the better. Remember, your audience is on the move, so the easier it is to read and understand your message, the more impact it will have.
Use of bold, contrasting colours helps visual impact and is most easily legible from a distance. Stayaway from light shades next to or on white. You want consumers to see your billboard from far away.
BONUS TIP
Make sure your logo or brand name is clearly visible. If your brand isn't smack-bang in the middle, it should be bold and in the bottom righthand corner. We read from top left to bottom right, so this will be the last thing your consumer sees.
FINAL CHECK
Ask yourself, does my ad say what we do and who we are in less than 7 seconds. If the answer is yes, you're onto a winner.
