Digital out of home (DOOH) advertising has developed traditional outdoor advertising by introducing vigorous, high-impact digital displays in public spaces. From billboards to bus shelters and shopping centers, DOOH offers businesses a chance to reach a broader audience in real-time. However, to increase its effectiveness, certain best practices recommended by top digital out of home advertising companies should be followed.
Know your target audience:
Like any form of advertising, understanding your target audience is essential. Knowing the demographics, behaviors, and preferences of the people who frequent the location of your digital ads will help you create messages that resonate. For example, a digital billboard near a business district might feature messages that appeal to working professionals, while ads near a shopping center might target families or young shoppers. Tailoring content based on location and audience can significantly boost engagement.
Keep the message simple and clear:
DOOH ads are typically viewed by people on the go, so clarity is key. Use concise messaging that can be understood within a few seconds. A short, punchy headline, paired with a compelling image or video, works best. The goal is to convey your message quickly and leave a lasting impression. Avoid overcrowding the screen with too much text or complex visuals, as these may confuse viewers and reduce the effectiveness of the ad.
Utilize vigorous content:
One of the major advantages of digital out-of-home advertising is the ability to update content in real-time. Brands can utilize this by using vigorous content, such as weather-triggered ads, countdowns, or time-based messages that adapt to the audience’s immediate environment. This improves relevance, captures attention, and improves engagement. For instance, a coffee shop could display an ad for iced drinks on hot days and hot beverages when it’s cold.
Focus on high-resolution images, videos, and animations:
DOOH advertising is a visual medium, so quality matters. Use high-resolution images, videos, and animations to make the most of the large, vibrant displays. The visuals should be eye-catching but not overwhelming. Additionally, ensure that the design is clean, with good contrast between the text and background to maintain legibility from a distance.
Consider location and timing:
The success of your DOOH campaign can depend on where and when your ads are displayed. Choose high-traffic locations to increase visibility and consider the timing of your ads for optimal impact. For example, an ad for a restaurant might be most effective during lunch hours, while retail brands might focus on evenings and weekends.