With more and more brands launching ads on digital platforms, it's important to reflect on the latest strategies to optimize your creative. Research shows that creative quality accounts for nearly 50% of campaign effectiveness, making it the single largest driver of brand impact.
What makes digital out-of-home (DOOH) advertising unique is the way it brings together digital creative and flexibility along with real-world impact.
In this guide, we'll cover five DOOH best practices that'll help your campaigns stand out and engage audiences. Plus, check out real examples of effective brand campaigns.
Here’s a preview:
1) Adjust creative for DOOH
Brands can easily repurpose creative from other platforms for DOOH by making small changes.
2) Cater to your audience
Think about the demographics of who you’re trying to target and adjust your tone to fit their experiences, local area, or interests.
3) Incorporate motion
Ads with moving elements (as opposed to still images) are great at captivating viewers while they’re outside the home.
4) Create contextually relevant content
This means your ad makes a connection to your audience’s surrounding environment or takes into account what they might be doing before or after being in that space.
5) Align DOOH with other channels
DOOH is great at amplifying other marketing channels such as social media, television, mobile, and print.