Creative is the fun part of outdoor advertising! This is your chance to let people know who you are, convey your message, and let them know that you mean business. Less is more when putting together an outdoor advertisement. A general rule of thumb is to keep your message short and to the point. Five to seven words is the recommended length of your copy, combined with a very powerful visual image.

The nature of outdoor advertising is what puts restrictions on your design. Outdoor viewers are very fast, mobile, and always in a hurry. Your message needs the ability to get in, get across, and get back out, all within a few seconds. If your message is too long, it runs the risk of not getting a complete take. A viewer will only read your message for as long as they feel comfortable not having their eyes on the road, which isn’t long.

Your message should be bright, loud, and concise. You only have a few seconds to trigger an emotional response from a viewer, so it has to be powerful. Even if the response is a chuckle, grin, frown, wink, or smile, your message was a success. The most successful outdoor creative is centered around a single message or idea. Too much information or verbiage will inundate the viewer, and the ad will not come across correctly. Your ad should be a short, powerful burst of information. A strobe light of information to the viewer. Try to emphasize the point you want to get across by using visuals that complement your copy. It is the combination of these elements that combine inside the viewers mind in order to create a lasting impression.

The high frequency of outdoor advertising is what gives it strength as a medium. When we combine this high frequency of exposures with your powerful, explosive creative, you are sure to see dramatic results from your advertising campaign. Holmes Outdoor Advertising is eager to answer any questions you have regarding the creative process, and we are here to make your entire outdoor experience a rewarding one, so please let us know any way we can be of assistance to you.