Creating Effective Out-of-Home Communication
- An investigation of the relationship between creative characteristics and ad awareness levels
- Outdoor ads were categorized on over 30 variables including message style, use of colour, copy length, type size and style
Key Findings on What Works in Out-of-Home
Main Message Style
Literal Message Style
Single-minded
Multiple executions
Brand Icon
Visuals
Ad Legibility
- Legibility is a key factor in a successful outdoor campaign
- Legible copy is primarily related to copy length and size. A larger type size and shorter copy length are shown to be the most effective
- Outdoor companies provide distance testing, a free creative service that will allow you to check that the message is legible prior to posting
Research Objective
- To investigate the relationship between creative characteristics and ad awareness levels
Ad Classification
- Outdoor ads were categoried on over 30 variables including message style, use of colour, copy length, type size and style
Source: CBS (Mediacom) and University of Alberta Study