The Seven Deadly Outdoor Creative Sins
DEADLY SIN NO. 1 SAY TOO MUCH
Outdoor reaches consumers who are on the move. This mobility generally limits viewing exposure to only a few
seconds which requires a simple, succinct outdoor message. Ensure the typeface is large and legible. Words are
viewed from distances of 100-500 feet. All text should be at least 1 foot tall to be legible.
DEADLY SIN NO. 2 GET SERIOUS
Research conducted by APN Outdoor confirmed that no correlation exists between high ad spend and high ad recall. Outdoor creative containing clever and/or amusing content (text and graphic) delivered the highest levels of recall. Humour, simplicity and striking images were ranked as the most important criteria for successful outdoor creative.
DEADLY SIN NO. 3 Ignore colour and contrast
Outdoor is generally consumed passively and therefore must be easy to read. Understanding the relationship between colour and contrast makes a significant difference to ad recall and brand recognition.
DEADLY SIN NO. 4 Use Illegible Typography
Fonts selected for outdoor must be easy to read from variable distances. Allow for adequate spacing between letters, words and lines
DEADLY SIN NO. 5 Use print creative
Copying print media directly onto outdoor generally translates poorly. If using print creative as a basis for outdoor creative, remember that outdoor is consumed differently and requires simple images and a succinct message.
DEADLY SIN NO. 6 Don't respect the viewing environment
The outdoor viewing environment impacts creative content and message strategy. Some outdoor formats have longer dwell times than other formats. Formats or environments with longer dwell times allow outdoor advertisers to tell a story, or deliver deeper audience engagement and interaction.
DEADLY SIN NO. 7 Brand poorly
Recall for well branded outdoor is significantly higher than for poorly branded outdoor. Brand recognition levels for well branded outdoor executions are up to 50% higher whilst brand attribution levels can be as much as 200% higher. Make sure that your brand's logo is easily recognisable and positioned in the bottom right hand corner of the creative execution.