The potential for exciting and dynamic DOOH growth is endless. Ocean has developed a network of digital platforms to enable advertisers to explore many facets within the DOOH sector, and create impactful and engaging campaigns.
Here's some great examples of clients bringing new and exciting experiences to consumers using Ocean's portfolio of state of the art screens.
Your concept will consist of a written description and a visualization. Whether you are using simple images, powerpoint storyboard, a physical piece of collateral or a video – the key is making your concept clear to understand.
This video shows a montage of some previous year's entries.
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.
When, where and who must be considered in the creative process of digital out of home to maximise a campaign.
Use technology to support creativity. There are a diverse range of technologies out there, most of which could be integrated with digital out of home to deliver a strong more engaging creative message.
Develop multiple creative to respond to predetermined events such as the weather, flight availability, speed of traffic right through to special events such as a birthday. The relevant of the creative can increase awareness and effectiveness.
Consider live video streaming. - It will 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. 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.)
Using colour is crucial in enhancing visual attention, so using a dark background with elements of vibrant colour will deliver the most eye catching and impactful ads.
Even the smallest amount of creative movement will help elevate engagement.
any form of animation can be used in all areas of the screens.
One element of the creative can have slow movement incorporated – see the above Creative Techniques video for examples.
A typical slot on a digital out of home screen is 10 seconds. The loop length itself will vary depending on the screen.
When delivering copy on large format digital out of home locations, use a font size of minimum 10px to be visible.
It is important to note that if the text on the creative is unreadable on your computer screen at no zoom, it will not be visible on a digital out of home screen.
Keep messages simple (a dozen words maximum)
Use clean bold fonts. Italic or Serif fonts are NOT recommended.
Keep images simple for pedestrian screens. Fine detail is more suited to Roadside or elevated screens.
When delivering final content deliver the correct file type, built for stability and quality with little variation across formats.
.mov files encoded using h.264 are recommended. Maximum limit is 25MB
.jpg files are recommended, files must be RGB. Maximum limit is 500kb and 72di preferred.
XML or JSON are recommended for data feeds. RTSP for video feeds