OOHMAA’s Guide to inspire the Creative process

Out of Home is the ultimate creative stage, delivering Scale, Impact, Reach, Immediacy and Flexibility, and it demands the very best from creative teams as messages need to be distilled down to their purest form; focused, succinct, and powerful to be easily consumed and digested as audiences go about their everyday life.

A one size fits all approach to Out of Home creative doesn’t unlock the full potential of the creative or the channel, as each format has a unique set of strengths and is consumed in different ways so we’ve put together a creative best practice guide that looks at;

• How formats are consumed

• Creative consideration by format

• How to use technology and innovation to amplify your campaign

• Showcase the best local and international creative

The impact that great Out of Home creative has on the success of a campaign has been the topic of many studies, and our study in 2021 showed that having quality copy and creative drove ROI by a whopping 41%; as humans, our conversation style differs between talking with friends, parents, bosses, or strangers so it makes sense that advertisers adapt how they communicate with their audiences depending on the format and how it’s consumed.