Creating the Art of Digital Outdoor
Two thirds of all Digital Outdoor ads do not utilise the medium’s full potential, with 98% still bought in a standard 2 week in-charge. This competition offers you the opportunity to push the creative boundaries and utilise the dynamic abilities of the screens themselves.
↓ Jump to: Techniques | Creative Tips
Techniques
Depending on the unique capabilities of each digital site, there are infinite creative opportunities for brands using digital out of home, some of which have been established, but many of which are still to be discovered.
Full Motion
Full screen creative movement without sound. Bring the screen to life and deliver maximum impact for your brand
Available on:
Eat Street or Axis @ The Hacienda
Subtle Motion
Subtle Animation with 70% or more of the screen remaining static. Designed to bring emphasis to one element of the creative execution.
Available on:
Eat Street, Axis @ The Hacienda, Holland Park Roundabout or
The Two Towers
Layering
Building up creative elements of the design in a sequence every 2.5 seconds
Available on:
Eat Street, Axis @ The Hacienda, Holland Park Roundabout or
The Two Towers
Time Sensitivity
Targeting the right people at the right time using the immediacy function, tailoring the message to a certain day-part.
Available on:
Eat Street, Axis @ The Hacienda, Holland Park Roundabout or
The Two Towers
Local/ Web Streaming
Full motion content streamed from a close-by location or website
Available on:
Eat Street or Axis @ The Hacienda
Augmented Reality
An opportunity to link the real and virtual worlds creating enhanced engagement and interaction with the consumer.
Available on:
Eat Street or Axis @ The Hacienda
Live Data Streaming
Factual streaming of up to the minute message content, e.g. traffic information, or visual streaming of up to the minute content from Live Events.
Available on:
Eat Street, Axis @ The Hacienda, Holland Park Roundabout or
The Two Towers
...or try something new
The world is your digital oyster - challenge us to meet the needs of your brand and provide the essential platform for innovative cut through!
Design your own media first!
Talk to us to help develop your concept
Creative Tips
1
The answer to your creative brief may not come from your traditional creative routes
DOOH allows for new media channels to merge with old media, currently nobody owns the answer; challenge all the agencies on your roster.
2
Develop specific creative for DOOH
Currently the OOH industry estimates that only 30-35% of copy provided by clients utilises the capabilities of digital media. Adopt the medium and create stand out for your brand.
3
Use movement
The smallest amount of movement will help to create the “moth effect”. All metrics point to movement increasing impacts and length of viewing. Depending on the environment, movement can range from subtle motion (the frame changes every 2.5 seconds) to cinema style full motion.
4
Day part
Allows a cost effective route into the medium. Day part planning helps to reduce audience wastage 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.
5
Consider “live” copy
It will drive relevance. Use digital to respond to events.
6
Create dynamic content
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.
7
DOOH has synergy with online and social networking
With 45% of adults now accessing social media OOH(Kinetic People,2010), DOOH is well placed to enable this interaction. Almost half of Facebook’s impacts are generated OOH.
8
Transfer of values
DOOH is recognised by the consumer to be new, innovative and leading edge. This creates a symbiotic relationship with the brand.
9
Environment
A digital site should ideally engage with the audience. Consider the environment, there has been significant investment on roadside, shopping malls, underground and train stations. To maximize the effect, consider each environment. (Posterscope, Prism)
10
Just because you can does not mean
you always should
Digital OOH has a specific job to achieve on an OOH plan, identify that objective. It will not act as a replacement for the coverage and frequency of a traditional campaign but will undoubtedly provide amplification and new perspective on the most impactful broadcast medium. The most effective use of any medium is to embrace both digital and traditional formats – OOH is no different.