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The Art of Creating OOH Advertising: How to Capture Attention in Urban Spaces?

The Art of Creating OOH Advertising: How to Capture Attention in Urban Spaces?


Joanna Pełech-Mikulska13.06.2023
The Art of Creating OOH Advertising: How to Capture Attention in Urban Spaces?

Out-of-Home (OOH) advertising campaigns have a unique power of communication as they reach customers in public places, where they have the chance to capture the attention of potential recipients. However, to achieve success in outdoor advertising, a well-thought-out approach to ad creation is essential. In this article, we will examine the process of creating an effective OOH advertising campaign and discuss how to design creative and captivating ads that will stand out in urban spaces.

  1. Understanding the Context: Before embarking on creating an OOH advertising campaign, it is crucial to understand the context in which the advertisement will be displayed. This includes the location, target audience, their behaviors, and preferences. By analyzing these factors, the advertising message can be better tailored to the expectations and needs of the recipients.
  2. Simplicity and Clarity: OOH ads are often viewed on the go, so it is important for the message to be simple and clear. Focus on one main message and use strong words that can capture the attention of passersby in a short amount of time. Use short sentences or slogans that are easy to remember and quickly digestible.
  3. Creativity and Originality: In urban spaces where advertisements compete for viewers’ attention, it is important to stand out from the crowd. Create a unique design that engages and surprises the audience. Utilize unconventional forms, interesting shapes, colors, and contrasts to generate interest among pedestrians. Remember that OOH advertising must be visually appealing even from a distance.
  4. Consider Location and Environment: Each OOH ad location has its unique characteristics and context. When designing an advertisement, consider the surroundings and the style of the place where it will be displayed. Match the color scheme, graphic style, and content to the character of the area. This will help the ad blend well with the environment and attract attention without causing contrast.
  5. Incorporate Interactive Elements: To further engage pedestrians, it is worth considering the use of interactive elements in OOH advertising. This could be an interactive touchscreen, a game-like interactive feature, or the ability to scan a QR code for additional information. By creating an interactive ad, you can provide viewers with a more engaging and memorable experience.
  6. Optimize Content for Short Viewing Time: OOH ads typically have a limited time frame in which passersby have the opportunity to notice them. Therefore, it is important for the content to be readable and understandable in a short amount of time. Use large, clear fonts and graphics that are easily legible even from a distance. Avoid overly complex or lengthy messages that may be difficult to grasp quickly.

Creating an OOH advertisement requires taking into account the specific nature of urban spaces, the needs of pedestrians, and the target audience. By incorporating simplicity, creativity, considering the location, using unconventional elements, and optimizing the content, you can create an ad that stands out in the crowd and captures the attention of the audience.

Joanna Pełech-Mikulska

Charismatic manager of the creative and client department of BE Media agency. A graduate of economics, political science and management. The author of numerous publications in the field of advertising, marketing and persuasion in communication. She has always been associated with marketing, and above all with creative outdoor advertising. She took her first professional steps in marketing departments in the United States, where she completed a 2-year graduate internship. After returning to Poland, she worked in the Polish branch of an American technology company, where she was responsible for the company's day-to-day contacts with Polish media and key business partners. The author of texts and a traveller with a passion for singing who adheres to the principle that there are no short-cuts to success.

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