1. Keep it simple and readable
Minimal copy. Big text. Clear message. If someone can’t read it from a moving vehicle or sidewalk in two seconds, it's too long.
- Use **7 words or fewer** whenever possible.
- Focus on a single message — not multiple CTAs.
- Use short, direct phrasing that translates instantly.
2. Maximize contrast & visibility
Contrast is the #1 factor determining whether your ad is readable from a distance.
- Pair dark backgrounds with light text, or vice-versa.
- Avoid thin fonts and low-contrast gradients.
- Test your layout at actual billboard scale.
3. Make the brand unmistakable
OOH isn’t the place to hide your logo or hope people “get” the brand. Make your presence known instantly.
- Use large, high-contrast logos.
- Integrate distinctive brand colors.
- Keep branding consistent across all markets.
4. Use bold, single-image visuals
Complex visuals get lost outdoors. Use large, iconic imagery that communicates even at a distance.
- Choose one strong visual, not a collage.
- Avoid heavy text overlays that clutter the layout.
- Use high-resolution images suitable for large formats.
5. Use clear, frictionless calls to action
OOH CTAs should be simple and actionable at a glance.
- Use short URLs or memorable keywords.
- QR codes work best on digital or pedestrian units.
- Avoid long phone numbers or tiny text.
6. For Digital OOH: Think dynamic & contextual
Make use of DOOH's flexibility to increase relevance and engagement.
- Use dayparting: morning, afternoon, evening messaging.
- Incorporate weather, events or audience triggers.
- Keep animations subtle and readable from afar.
7. Test your creative at real-world scale
Always review final artwork as if it were a real billboard or transit wrap: zoom out, simulate motion and test at distance.
- Print small-scale mockups and place them across the room.
- Test readability at 5–10 meters away.
- Validate colors and contrast on multiple screens.
8. Common mistakes to avoid
- Too much copy or multiple CTAs.
- Logos that are too small or low contrast.
- Stock photos that don’t scale well.
- QR codes on highway billboards.
- Busy backgrounds that reduce clarity.
Final Creative Principles
The best outdoor ads are bold, simple and unmistakably branded. Whether you’re launching in a single market or running national OOH, consistency and clarity are the fastest way to impact.
Our team at Local OOH can review your creative and provide layout guidance for all US formats — billboards, digital screens, bus kings, shelters, wallscapes and more.