It could be a fleeting moment from a moving vehicle, or minutes spent staring at digital screens while waiting for the bus. The power and versatility of out of home advertising (OOH) is undeniable. Static or moving, this type of advertising has to make an instant impact and leave lasting impression. Great billboard design, digital out of home ads (DOOH), bus stop six sheets, tube advertising and other formats in the public realm present a unique opportunity for capturing audiences. On a grander scale, branded takeovers and 'platform domination' packages offer clients the opportunity to dominate spaces with marketing campaigns.
Take for example Luis Mendo's work for The Week magazine (pictured below), and Joël Penkman's London's Liverpool Street Station takeover for Beazley Insurance (also below).
Locations such as Manhattan's Times Square, London's Piccadilly Circus (Nissan by Matt Saunders, as seen above) and high footfall transport hubs like with giant screens and captive audiences are highly sought-after. Taxis and buses fully wrapped in campaign artwork stand out in a sea of sameness. They can put brands in front of millions of eyes, on repeat, for many weeks. Even though they have to compete for the attention of passers-by in busy, noisy environments, out of home ads can stand out as a moment of joy and beauty in a chaotic place (see the pictures of Heinz Soup, by Sarah Maycock). The increasing prevalence of DOOH screens brings in the possibility of movement, animation and interactivity, increasing attention and engagement for OOH advertising campaigns.
Context is everything - from simplicity to full-bodied storytelling - OOH advertising and billboard design combines clear branding and compelling calls-to-action with powerful imagery, adapted to average viewable times for each situation. From the humble side of a bus, or blimps and hot air balloons, the sky is literally the limit for out of home advertising. For now...
