Out of Home Advertising (OOH) is one of the oldest media in existence, dating back to circus posters and horse-down streetcar advertising in the mid-1800s.(https://oaaa.org). It has always had a remarkable run because of its constant evolution to adapt to new markets, formats, technology and new opportunities.
Today’s OOH is a dynamic mix of billboards, digital displays, transit, street furniture, cinema, and place-based media that surround and immerse consumers during the 70% of the day they spend away from home.
The main importance of Out-Of-Home Design and Advertising is that through consistency as well as stability, it delivers a relevant message to the targeted audience with ease and efficiency.
The Out- Of-Home Design and Advertising environment has its rules, regulations and prohibitions as listed below;
It is important to get permission from the owner of the ad site in question through the local planning authority responsible for that area. Some ads may not meet deemed consent criteria and therefore an application must be submitted requesting “express consent” to display your ad. The applications to display advertisements can be made through paper forms available from the local authority or via online platforms.
Out-Of-Home Design and Advertising has to follow the rule of “designated areas of advertising.” This simply means that some areas are defined by their scenic beauty, historical, cultural or architectural features and justify stricter advertising control in a bid to conserve the “visual amenity” of the area.
Public safety is key when it comes to Out-Of-Home Design and Advertising. This focuses on whether or not an ad may be so distracting or confusing that it puts vehicles or pedestrians in danger when travelling on the road.
Delivery of the message in a split second is crucial during execution. You are responsible for your target audience’s attention & time and therefor being crystal clear in an advertisement in addition to having big letters that will easily be registered by the on lookers is important.
Choosing one of your products to display on your billboards or an iconic image that will easily entice viewers to associate with your brand is another rule. These images must be relevant and of high resolution. As a guideline, billboard images should have a resolution minimum of 300 pixels per inch.
Out-Of-Home Advertising calls for extreme creativity. Always choose bold colors that will be noticeable from large distances. Contrasting colors will definitely improve readability. In addition to colors, do not forget your contact information. Remember to incorporate your business phone number and website in the space.
The end game being increased awareness, these few rules will help you elevate your Out-Of-Home Design and Advertising game.