10 copy tips to stop traffic
The core priorities for crafting OOH copy may be the same as before, but what works today is different.
I’m not here to tell you stuff you already know. You have artificial intelligence (AI) for that. I’m here to explain that, when crafting copy for out-of-home (OOH) advertising, the core priorities are the same as before but what works today is totally different. Although your major goals are still attention, message and memorable impact, the main point of your OOH execution must be absorbed in 6–8 seconds by a distracted person who’s trying (and failing) to multitask while also dealing with the very real complexities of existing and surviving in the physical world.
A great analogy for billboards in 2024 is informal traffic light performers. You’ve seen them: the jugglers, musicians, mimes and dance troupes who have only a moment to catch motorists’ eyes, make a fleeting connection and get a few bucks. The performer, much like the OOH copywriter, must deliver something so compelling that it grabs the attention of those who’re determinedly engaged in their own worlds, surrounded by distractions and reluctant to emerge.
What are the types of OOH media available and what might you try, copy-wise?
Billboards: static, digital, mobile
Let’s start with billboards, which can range from classic large-scale roadside billboards where the text and imagery is static to massive digital screens that present dynamic content. Between these extremes is the mobile billboard: a smaller billboard space that’s transient or moves from place to place.
Tip #1
Consider how static billboards could use copy to create interactivity. For instance, might the text encourage passers-by to take a photo or engage with the billboard, like telco Skinny did in New Zealand? When you ‘break the fourth wall’ by speaking to the audience with copy that acknowledges its own existence, you make the viewer aware of their role as an observer and you make an ad campaign both memorable and shareable.
Tip #2
While bold copy and visuals tend to be standard, a minimalist approach to both can stand out dramatically against a cluttered advertising landscape. You might use a virtually empty billboard with a tiny message in the corner that says, “Sometimes the best things are hard to find.” Consider, as an example, Pineapple’s latest round of outdoor messaging (which I tried not to mention in this piece, but… here we are.)
Tip #3
A digital billboard might use ambient influence to change the copy and/or visuals based on changing light. Or weather conditions. Or other things. With British Airways’ Magic of Flying digital OOH campaign, the copy and visuals and sales offering actually interrupted other advertisers’ content.
Mobile billboards, which can take the form of advertisements on the sides of trucks or cars [or delivery bikes — ed-at-large], tend to be campaign- or event-specific and frequently integrate with other marketing channels. For example, a mobile billboard for a new film release might tour the city during the film’s premiere week, complementing other promo activities.
Tip #4
Uncover the location-specific and temporal aspects of your mobile billboard. For instance, if your billboard is positioned near a famous bakery, you might craft your message to connect with the sensory experience — aromas, queues of people, sounds of excited hustle — that are associated with that small area.
Or you might do this (Skinny again):
Tip #5
You might use your copy to question common perceptions. For example, if you’re advertising a car, instead of highlighting speed or luxury, you could focus on the beauty of slow travel: “The fast lane is overrated. Embrace the scenic route.”
Building wraps & murals
Building wraps and murals are ultra-large-scale advertisements that cover the sides and surfaces of buildings, turning structures into massive messaging opportunities.
Tip #6
The more space you have (literally, not metaphorically), the more of a story you can tell. You might create a narrative journey that unfolds across the building’s façades, like Coops Paint and Nationwide Insurance did, together, in Columbus, Ohio, in the US.
Tip #7
You might highlight the negative in your copy by boldly stating what your product cannot do. This may pique interest through honesty but, more importantly, it can highlight your strengths by contrast: “Our watches don’t tell you who texted. They just tell time.” Think back to Avis’s magnificent We Try Harder.
Street furniture
When I encountered the phrase “street furniture” for the first time, I thought I’d gotten lost on the internet. Turns out, it’s a thing. Street furniture is the name for the OOH genre that extends to advertising on bus shelters, benches, and kiosks.
Tip #8
When it comes to street furniture, two ingredients are all-important: a) integration with the urban environment and b) context. Don’t interrupt, even if you want your message to ‘stand out’. Instead, try to create ads that feel like a natural part of the unnatural landscape, and tailor your copy to the location and likely audience, whether commuters, shoppers, or tourists. British Airways absolutely nailed this with its Purpose of your visit? campaign almost two years after the covid-19 pandemic began.
Take a look:
Transit media
Transit advertising is the name for ads placed on and inside buses, taxis, trains, subways, and transit stations, from full vehicle wraps to interior ads.
Tip #9
Write ironic statements that make the viewer stop and think. If you’re advertising a fitness app, for example, you might say, “Don’t download this app if you hate results.” In transit media, it’s the longer dwell time that enables copywriters to use irony, surprise and detail to provoke contemplation. Commuters have more time to absorb messages than those speeding down highways or stopping at red lights.
Tip #10
Because transit users are stationary for prolonged periods and, therefore, largely captive, you might incorporate elements that invite them to engage with ads, such as QR codes or social media prompts. You could also use quirky, self-effacing copy to remind them that they probably have little else to do while waiting…
This article was first published on MarkLives on the 23rd of May 2024. You will find it here.
