Creative First: Winning OOH Campaigns Start Here | 3

In this episode of Beyond the Billboard, hosts Greg Wise and Charlie Riley from OneScreen.ai explore creativity's pivotal role in crafting successful out-of-home (OOH) advertising campaigns. They discuss how the planning process intertwines with creative strategies, share insights on optimizing messaging for different formats, and explore innovative tools for transforming the creative process. Listeners will benefit from practical tips and real-world examples that challenge the notion of traditional advertising approaches.Key Insights:The creative aspect of OOH advertising is as critical as the planning phase — it's not just about placement but also the message.Just as diet may account for most health outcomes, creativity can account for up to 75% of a campaign's success in OOH spaces.Simplicity is key: Ads must be uncluttered and direct, ensuring drivers can absorb the message quickly—ideally in four words or less.Different formats require tailored approaches; what works on a billboard may not translate to a bus shelter and vice versa.Digital OOH offers unique opportunities, such as dynamic content based on real-time conditions and conversion tracking through simplified URLs.Notable Quotes:“Half the battle is making sure that creative is on point.” — Charlie Riley“When you're looking at a major thoroughfare, you want to make the logo bigger on your billboard because you've got fractions of seconds to make an impression.” — Greg Wise“Look at each individual location almost as a standalone canvas.” — Charlie RileyTimestamps:00:00 - Introduction to Beyond the Billboard00:28 - Discussion on the importance of planning in OOH advertising01:09 - The role of creative in campaign success02:38 - Differences in messaging based on ad format06:12 - Exploring digital OOH dynamics09:24 - The significance of concise messaging and avoiding clutter11:04 - Incorporating a client's creative ideas into the planning process14:16 - Exploring experiential advertising concepts17:27 - Maximizing effectiveness with AI tools for creative optimization18:10 - Closing thoughts on best practices for OOH campaignsRelevant Resources:OneScreen.ai - Get a free media plan template to kick-start your OOH advertising program.Connect with us on LinkedIn for the latest insights and updates on out-of-home advertising.Enjoyed this episode? Don’t forget to hit subscribe so you never miss an episode of Beyond the Billboard. If you found this useful, share it with a fellow marketer who wants to think bigger about out-of-home advertising!Low-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.