The importance of the right creative for OOH advertising

When it comes to out-of-home advertising, it’s important to remember that when planning a billboard campaign isn’t just about filling space – it’s about using the right creative to make an impact.

Without the right creative, even the best-located billboards can fall flat. Behind every successful billboard, there has been a lot of pre-planning and strategy done behind the scenes. You need to be asking yourself, what’s the design, what’s the message and how can we get this across in a visually appealing way?

When it comes to billboard advertising, it’s important to understand the ‘three-second rule’. You have three seconds to grab the attention of passersby – so creative really is key.

So, what are the things you need to consider when it comes to your out-of-home advertising creative?

It’s about the first impressions.

We’re all guilty of judging something (in a good or a bad way) straight away, so first impressions really count.

Billboards are often seen by people on the move, whether they are walking through the city, driving down the motorway or on public transport so you need creative that is memorable and super eye-catching.

Sweet & simple

Less is more and if the billboard’s design is cluttered or unclear, people will simply glance past it. The right creative grabs attention instantly and communicates a powerful message that sticks – which is what you should be aiming for!

The message needs to be simple enough to be understood in seconds (three to precise). A striking image, bold headline and recognisable logo is paramount. Just like we did for LMA below.

Be bold

Out-of-home advertising doesn’t just need a bold headline, it needs a bold image too. The amount of words on a billboard should be small – and a picture speaks a thousand words, so it is a great way to get your message across, without filling it with two many letters.

A strong image is memorable and creates a lasting impact. Just like our ad for Rules of Faith (yes, another subtle sell!)

Location, Location, Location

While the creative itself is crucial, knowing where your billboard will be placed is just as important, as the creative must align with the people who see it!

For example, something more corporate and straightforward would be more suited to a business district, whereas something more quirky may be suited for the hip (can we get away with saying hip?) areas of a city centre.

In short, a billboard’s creative should always reflect its environment and the people who pass through it.

Consistency is key

Billboard advertising very rarely exists in isolation. It is part of a bigger campaign, across more platforms, especially digital.

With that being said, you need to make sure that your creative aligns with your overall message and visual identity so that consumers are able to recognise your brand, regardless of where they see it.

Recognition is what builds trust. So whether your creative is online, on TV or on a billboard, it needs to show the same cohesive message.

Solid call to action

Even with limited space (and words), the best billboard creative includes a clear call to action. What do you want the passersby to do? Visit your website? Follow you on social media or scan a QR code?

Whatever it is, it needs to be super clear.

Innovation

Modern technology means that billboards are no longer just static. Digital billboards, 3D illustration and interactive displays are all on the rise.

The right creative takes advantage of this, making it stand out from competition and ultimately, make its way online!

Billboard advertising remains one of the most effective ways to reach a broad audience, but only if it’s done right. Bold, simple, and well-targeted creative design ensures that your message is seen, understood, and remembered. 

Great creative is essential and luckily we can help you with that, so get in touch via our website or by email at team@freedommediagroup.co.uk.