How to Create Engaging Content for Digital Out-of-Home (DOOH) Ads

Engaging content is the lifeblood of successful Digital Out-of-Home (DOOH) advertising campaigns. In a world filled with distractions, your message needs to stand out quickly and effectively. Achieving this requires a keen understanding of design principles, color psychology, and dynamic content creation.

In this guide, we will explore the art of crafting captivating DOOH content that grabs the attention of your audience and delivers your message with impact.

Understanding the Power of Contrast

Good Contrast Lets Your Message Shine

Effective DOOH content hinges on good contrast. It's the magic ingredient that allows viewers to grasp your message swiftly. In the blink of an eye, your audience should understand what you're trying to convey. If it takes too long to decipher, the moment is lost. To ensure your content doesn't get lost in the noise, you must help your audience see.

What to Do:

• Text and Background Contrast: Ensure that there is a substantial contrast between the text and its background. For example, if your text is in light colors, use a dark background, and vice versa. This contrast makes the text highly legible, even from a distance. For instance, if you're advertising a sale, use bold white text on a vibrant red background to convey urgency and grab attention.

• Use of Drop Shadows: Adding subtle drop shadows to your text can make it pop and stand out from the background. This technique creates a sense of depth, making the text more readable. For instance, if you're promoting a product, adding a soft drop shadow to the product name can make it more visually appealing and distinct.

• Balanced Use of Color: Utilize color contrast effectively. Colors should not blend into one another, making it difficult for viewers to distinguish between elements. For instance, if your DOOH display showcases a food item, use contrasting colors between the food and the background to make it visually appealing. A bright, colorful dish against a dark background can be enticing.

What to Avoid:

• Low Contrast: One of the key pitfalls is low contrast, where text or elements blend into the background. For instance, using pale yellow text on a light gray background can make it nearly impossible for viewers to read the message. Avoid such combinations that hinder legibility.

• Overlapping Images and Text: While there are exceptions, generally, avoid overlapping images and text unless you can maintain a high level of contrast. When there's not enough contrast, it becomes challenging for viewers to distinguish between the two. For example, if you have an image of a lush green forest in the background, avoid placing text directly over the trees where it might become lost.

• Busy Backgrounds: Complex or cluttered backgrounds can diminish the impact of your message. When your background is too busy, it competes for attention with your content. For instance, if you're advertising a tech product, avoid using a background filled with intricate circuit board designs as it may distract from the main message.

Avoid Overlapping Images and Text

One general rule to follow is to avoid overlap between images and text in your DOOH content. However, there are exceptions when the contrast is high enough to make overlapping elements work. In such cases, it's crucial to ensure that everything harmonizes well together. Sometimes, this might require editing your graphics to achieve the perfect balance.

Exceptions When Overlapping Can Work

While the general rule is to avoid overlap, there are circumstances where overlapping elements can be used effectively to enhance your DOOH content. The key factor in making overlapping work is achieving a high level of contrast between the overlaid elements. Here are examples of when overlapping can be successful:

• High Contrast: When there is a substantial contrast between the image and the text, overlapping can be employed. For instance, if you have a dark, bold image as the background and use large, white text with a drop shadow, the contrast is high, making the text easily readable despite the overlap.

• Harmonious Composition: When the overlapping elements are carefully composed to create a harmonious visual effect, it can be visually pleasing. For example, if you have an image of a serene beach scene and you overlay elegant, cursive text in a color that complements the image, the overlap can enhance the overall aesthetics.

• Editing for Balance: To make overlapping elements work, it may be necessary to edit your graphics or adjust the layout. This can involve resizing or repositioning the text and image to ensure that they blend seamlessly. For instance, if you're promoting a fashion brand, you might overlay the brand name on a model's clothing, ensuring that it enhances the overall composition without distracting from the message.

Achieving the Perfect Balance

When choosing to overlap images and text, the ultimate goal is to strike a balance where both elements coexist harmoniously and contribute to the overall impact of your DOOH content. It's crucial to maintain clarity and readability while exploring creative ways to make the overlap visually engaging. This may involve experimenting with different fonts, colors, and sizes, as well as conducting tests to ensure that your target audience can quickly grasp the message.

Crafting Effective DOOH Content with Color

Colors Speak Volumes

Color is not just an aesthetic choice; it's a powerful tool in DOOH content creation. The right colors can evoke emotions, reinforce branding, and provoke specific responses from your audience. Understanding color psychology is essential in making your message resonate.

Colors Should Be Easily Distinguishable

Ensure that the colors you use in your DOOH content are easily distinguishable. Avoid color vibration, which occurs when adjacent colors clash and hinder clear visibility. When it comes to text and background colors, provide enough contrast to enhance readability. Brightening the text or darkening the background can significantly improve legibility.

• Avoiding Color Vibration: Color vibration occurs when adjacent colors clash and create visual discomfort. It can make it challenging for viewers to focus on your content. For example, if you use bright red text on a bright green background, the colors might vibrate, making the text hard to read.

• Enhancing Readability: When it comes to text and background colors, providing sufficient contrast is vital for readability. Brightening the text or darkening the background can significantly improve legibility. For instance, using white text on a dark blue background ensures that the text stands out and is easily readable, even from a distance.

Use Color Strategically

Strategic use of color can help you convey your message effectively. You can use color to draw attention to important information, separate text elements, or reinforce your brand's identity. While it's crucial to stick to brand colors, don't shy away from experimenting with other hues that complement your imagery and messaging.

• Drawing Attention: You can use color to draw attention to specific elements of your message. For example, if you're promoting a sale, using a bright, contrasting color for the discount percentage can make it pop and catch the viewer's eye.

• Separating Text Elements: Color can be employed to differentiate various text elements within your content. For instance, using a distinct color for headers, subheadings, and body text can make the content more scannable and engaging.

• Reinforcing Brand Identity: Brand colors are essential for consistency and recognition. However, don't hesitate to experiment with complementary colors that align with your imagery and messaging, as long as they maintain brand integrity.

The Art of Combining Images and Text

Images Should Enhance Your Message

In DOOH advertising, images should never compete with text; they should complement each other. The right image can make a world of difference in conveying your message effectively. It's like pairing the perfect wine with a delicious meal—it enhances the overall experience.

• Relevance to Audience: Ensure that the images you choose are relevant and relatable to your target audience. Consider their interests, preferences, and demographics when selecting visuals. For instance, if you're advertising a family-oriented product, using images of happy families enjoying the product can resonate more with your audience.

• Consistency in Style: Maintain a consistent visual style throughout your DOOH campaign. This consistency can help build brand recognition and a cohesive narrative. Whether you opt for a minimalist, illustrative, or photographic style, stick to it to create a unified and memorable visual identity.

• Avoid Stock Photo Stereotypes: Be cautious when using stock photos, as some clichéd or overly staged images can appear inauthentic. Opt for images that feel genuine and relatable to your audience. If possible, consider custom photography or illustrations for a unique touch.

Creating Harmony Between Graphics and Text

The synergy between graphics and text is where the magic happens. It's true that a picture is worth a thousand words, and this holds particularly true for DOOH. Graphics have the power to break language barriers and convey complex messages with ease. However, avoid using overly busy backgrounds that distract viewers from your message.

• Visual Storytelling: Graphics have the unique ability to tell a visual story that complements the textual narrative. When crafting DOOH content, consider how images can amplify the message. For example, if you're promoting a charity campaign to provide clean water in remote areas, pairing powerful statistics with images of people benefitting from clean water can effectively convey the impact of the initiative.

• Avoid Overly Busy Backgrounds: While graphics are a valuable asset, be cautious about using overly busy backgrounds that compete with the message. These backgrounds can create visual clutter and make it challenging for viewers to focus on the content's core message. A clean and uncluttered backdrop often serves as the ideal canvas for your graphics and text to shine.

• Visual Hierarchy: Establish a visual hierarchy within your content to guide viewers through the message. Use graphical elements such as arrows, lines, or visual cues to direct attention to key text or images. This ensures that viewers can quickly grasp the most critical information and take away the intended message.

Cropping for Clarity and Impact

When showcasing people in your DOOH content, ensure their faces are dominant. If they appear too small in the frame, viewers won't be able to distinguish facial details. Recognizability is key to effective communication. Additionally, consider cropping images to highlight important details and make your imagery as prominent as possible. When showcasing people in your DOOH content, consider the following:

• Facial Dominance: Ensure that when people are featured in your content, their faces are prominent and easily distinguishable. If they appear too small in the frame, viewers won't be able to discern facial details, and this can hinder recognizability. Whether you're promoting a team of employees or showcasing customer testimonials, recognizable faces can establish a sense of connection and trust.

• Highlighting Important Details: Sometimes, the essence of your message lies in specific details or elements within an image. In such cases, consider cropping the image to bring these crucial aspects into focus. By maximizing the prominence of these details, you ensure that viewers can quickly understand and connect with your message.

• Overall Impact: Effective cropping isn't just about zooming in on faces or details; it's about optimizing the entire frame for maximum impact. Make thoughtful decisions about what should be included in the frame to enhance the visual storytelling. This might involve cropping out distractions or emphasizing the main subject matter.

Effective Copywriting Techniques

Copywriting in DOOH advertising is a specialized skill because you have a limited window of time to capture your audience's attention and convey your message effectively. Here's a more detailed exploration of key techniques to craft compelling copy for DOOH content:

Be Concise

In DOOH advertising, brevity is crucial. You have a brief moment to communicate your message, so every word must count. Here's how to achieve conciseness:

• Trim the Fat: Eliminate unnecessary words and phrases. Get straight to the point. Avoid verbosity, jargon, or complex language.
  
  
• Focus on Key Messages: Identify the core message you want to convey and build your copy around it. Avoid diluting your message with extraneous information.

Use Action Words

Encourage viewers to take action with action-oriented language. Your copy should inspire engagement. Here's how:

• Call to Action (CTA): Include a clear and compelling CTA that tells viewers what you want them to do. Examples include "Shop Now," "Try It Today," or "Visit Our Website."
  
  
• Active Voice: Use active voice rather than passive voice. Active voice is more direct and engaging. For instance, say "Our product enhances your life" instead of "Your life is enhanced by our product."

Highlight Benefits

One of the fundamental principles of effective copywriting is focusing on the benefits of your product or service. Here's how to do it effectively:

• Customer-Centric Approach: Speak directly to the viewer's needs and desires. Explain how your offering improves their life or solves a problem they may have.
  
  
• Feature vs. Benefit: Distinguish between product features and benefits. Features describe what your product does, while benefits explain how those features positively impact the viewer. For instance, if you're advertising a car, a feature might be "fuel-efficient engine," and the benefit is "saves you money on gas."

Create Urgency

Urgency is a powerful psychological trigger that can drive immediate action. Here's how to infuse urgency into your DOOH copy:

• Time-Sensitive Language: Use phrases like "Limited Time Offer," "Sale Ends Soon," or "Act Now" to convey that the viewer must take action promptly to benefit.
  
  
• Scarcity: Mention limited quantities or availability if applicable. This creates a sense of scarcity that can motivate viewers to act quickly.

Adapt to the Context

Consider the context in which your DOOH content will be displayed. Tailor your copy to fit the location, time of day, and audience. Here's how:

• Local Relevance: If your DOOH displays are in specific locations, consider incorporating local references or promotions to make the content more relevant to the viewers in that area.
  
  
• Dayparting: Adjust your messaging based on the time of day. For example, a breakfast promotion is more relevant in the morning, while a dinner special should be highlighted in the evening.

• Audience Persona: Craft copy that resonates with your target audience. Understand their demographics, interests, and preferences, and use language and messaging that speaks directly to them.

Testing and Iteration

Copywriting for DOOH is not a one-and-done process. It requires ongoing testing and refinement. A/B testing different messages and CTAs can help you determine what resonates most with your audience. Monitor the effectiveness of your campaigns and be willing to iterate based on the data and feedback you receive.

Effective Strategies for Creating Compelling DOOH Content

1. Captivating Animations: Create visually stunning animations that tell a story or convey a message. For example, an animated sequence that shows a product being assembled piece by piece can be both informative and visually appealing.
   
   
2. Product Demonstrations: Showcase your product in action through short video clips. For instance, a high-quality video displaying a smartphone's features and benefits can captivate passersby.
   
   
3. Customer Testimonials: Share video testimonials from satisfied customers. Seeing real people express their positive experiences with your product or service can build trust and credibility.
   
   
4. Sensory Experiences: Use sensory elements such as motion graphics or sound to create a multisensory experience. For instance, a video of sizzling food with accompanying sound can stimulate appetite for a restaurant.
   
   
5. Ambient Videos: Feature ambient videos that align with the mood or atmosphere of the location. For a spa, serene videos of nature scenes with calming music can set the right tone.
   
   
6. Countdowns and Timers: Create countdowns to generate anticipation for upcoming events, product launches, or sales. Viewers may return to the display to see the progress.
   
   
7. Interactive Slideshows: Although viewers can't interact directly, you can create engaging slideshows with transitions, zoom-ins, and engaging visuals that hold their attention.
   
   
8. Localized Content: Tailor content to the specific location. For example, display real-time local weather updates, news headlines, or location-based offers.
   
   
9. Seasonal and Holiday Themes: Adjust content according to seasons and holidays. A festive-themed display during the holiday season can draw attention and boost seasonal sales.
   
   
10. Inspirational Quotes: Display inspiring quotes or messages related to your brand's values or mission. People often resonate with positive and motivational content.
    
    
11. Trivia and Fun Facts: Share interesting trivia or fun facts related to your industry or products. Curiosity can be a powerful engagement driver.
    
    
12. Behind-the-Scenes Sneak Peeks: Offer glimpses behind the scenes of your business or production process. This can humanize your brand and pique curiosity.
    
    
13. User-Generated Content Collages: Create collages of user-generated content, such as social media posts featuring your products or services. It showcases real customer experiences and can encourage others to share.
    
    
14. QR Codes for More Information: Although viewers can't directly interact with the display, you can include QR codes that link to additional information or offers, allowing viewers to engage further if they choose.

Conclusion

DOOH advertising demands attention-grabbing content that swiftly communicates its message. By combining design principles, color psychology, harmony between graphics and text, and effective copywriting, your DOOH campaigns can make a memorable impact. These strategies, when combined with engaging content tactics, ensure that your message resonates with your audience and stands out in a crowd.