The Role of Creative in DOOH Advertising: Tips and Best Practices
As Daniel Aharonoff, the founder of ATM.TV at 7-Eleven®, I’ve had the pleasure of witnessing the incredible impact that Digital-Out-Of-Home (DOOH) advertising can have on a brand’s success. With our HD screens placed above ATM units in over 8,500 participating 7-Eleven® stores across the U.S., we reach over 5 billion people per year. Our platform has attracted the attention of some of the most notable brands, including AT&T, Lotto, Chase Bank, Live Nation, Allstate Insurance, MoneyGram, and many more.
In my experience, the creative aspect of DOOH advertising plays a crucial role in capturing the attention of those passing by and enticing them to engage with the advertised product or service. Here, I’d like to share some tips and best practices for maximizing the effectiveness of your creative in DOOH advertising.
1. Keep it Simple and Visually Appealing
A visually appealing ad is more likely to capture the attention of viewers. When designing your creative, keep in mind that less is often more. Use bold colors, high-quality images, and clear typography to ensure your message is easily understood and memorable.
2. Focus on One Core Message
When people are on the move, they have limited time to absorb information. Your DOOH ad should focus on one core message or call-to-action that can be quickly understood by the viewer. The simpler and more concise your message, the more likely it is to be remembered and acted upon.
3. Incorporate Movement
Movement has been proven to attract more attention than static images. By incorporating motion into your DOOH creative, you can effectively grab the viewer’s attention and increase the likelihood of engagement. However, avoid using overly complex animations or distractions that could make your message difficult to comprehend.
4. Optimize for Viewing Distance
Consider the typical viewing distance for your DOOH ad and ensure your creative is easily readable and visually impactful from that distance. Text should be large and legible, and images should be clear and sharp. Remember, viewers will only have a few seconds to engage with your ad, so it’s essential to make a lasting impression.
5. Consider Context and Environment
Understanding the context and environment in which your DOOH ad will be displayed is crucial to achieving maximum impact. Consider factors such as the location of the screen, the demographics of the audience, and any potential distractions or competing visuals in the area. Tailor your creative to suit the specific environment to ensure it resonates with the target audience.
6. Test and Adapt
Finally, don’t be afraid to test different creative approaches and continually adapt your strategy based on the results. Monitor the performance of your DOOH ads and use data-driven insights to optimize your creative for maximum impact.
In conclusion, the role of creative in DOOH advertising is vital in capturing the attention of viewers and driving engagement with your brand. By following these tips and best practices, you can create compelling DOOH ads that effectively communicate your message and resonate with your target audience.
If you’d like to explore the possibility of advertising with us at 7-Eleven®, I invite you to visit http://atm.tv and contact us directly. We’ll be happy to evaluate if your brand meets the high approval standards of 7-Eleven® and discuss the potential benefits of partnering with ATM.TV.