Guidelines
Recommendations for video ads
A quality video ad is a bright, attention-grabbing message. Here are the guidelines we recommend following when creating video ads for outdoor screens.
The 3-Second Rule
Viewers decide whether it's worth watching within the first 3 seconds. Your message must be clear and specific from the very first frame. That's when they decide if the message is relevant to them.
- One core message
- Get to the point — immediately, not at the end
- No intros or pauses
Text Length and Font
Clear, large type is the most important element. The time viewers could spend absorbing information shouldn't be wasted deciphering the font.
- Ideal: 3–4 key words
- Maximum length: 7–10 words
- Large, simple font
- ALL CAPS — for the slogan only, not the whole text
Colours and Contrast
Clear type and a solid background stay visible in all weather conditions. Avoid dark text on dark backgrounds and light text on light backgrounds.
- Most visible: black, white, blue, red, yellow
- A white background can glare at night
- Warm colours — energy; cool colours — trust
Visual Clarity
Your ad image shouldn't be overloaded. Every detail must serve a purpose. It's best to focus attention on one core message.
- One central object or message
- Solid, clear background
- No unnecessary graphic elements
Animation
The ideal combination is animation plus a freeze frame that captures the key information. Animations shouldn't glare or move too fast.
- Subtle, non-glaring animations
- A freeze frame with the key message
- Use the full screen
- Keep text away from the edges
Call to Action (CTA)
Always include a clear, compelling call to action. Logo and contact details are a must.
- Website address or phone number
- Discount code, promotion date or location
- Logo always visible
- A specific, action-driving sentence
71%
of consumers say outdoor screen advertising stands out more than online advertising
55%
were intrigued by the message delivered via outdoor advertising
3 sec.
that's how long you have to grab attention and deliver your message
3–4
key words — the optimal amount of text on screen
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