MAKING THE MOST OF OUT-OF-HOME MEDIA

1) Location is key. Ensure high visibility, high traffic count.

2) Be creative. OOH is a low-attention e!iu with generally liite! e"#osure
tie. Hence, it has to counicate fast. $!s with clear single-in!e! essage
will #erfor well.
a) $!s shoul! be striking, eye-catching, attention-grabbing.
%hink insi!e the bo". %ranslate #ro!uct benefits into the e!iu.
Break away fro clutter.
Be !ifferent.
&uest for soething new.
b) Base! on research, the ost striking out!oor a!s often feature se", huor
an! celebrity
c) $ccor!ing to an O$$' (esearch, following are the attributes that hel# in
the awareness an! recall of out!oor a!s
)se of bright cheerful colors
)se of #hotogra#hic or real life situations
)se of celebrity en!orser
)ni*ueness of billboar! !esign
+) ,ynergi-e with other e!ia. %he ost i#actful a!s ten! to be those where the
creative is atche! across e!ia . #articularly %/.
0) $voi! wear-out by #lanning an! e"ecuting a nuber of !ifferent e"ecutions for
long ca#aigns.
1) 2ntegrate the bran!. %he strongest out!oor ca#aigns have in!elible bran!ing,
not 3ust a big logo.