How not to get lost in the outdoors?

Red and yellow signs, flashing LEDs on facades, advertisements dating back to the 90s, wrapped windows blocking the view, and alongside these, controversial campaigns by Adrian or the Kornice Foundation – all these examples lower the aesthetics of Polish cities. Meanwhile, it is possible to reconcile the interests of advertisers and residents. Therefore, the basic rule should be: “First, do no harm to the landscape.” 

Creations in OOH 

The first piece of advice we usually hear from suppliers is: the creative should be simple and easy to notice. However, the consumer perspective on outdoor is slowly changing. Large-format advertisements still work, but they are increasingly perceived as cluttering the space. This does not mean giving up on OOH – it means changing the evaluation criteria. 

Aesthetics and fitting into the location are gaining importance, and in the future, they may prove to be just as crucial as visibility. Standing out does not have to rely on an aggressive mix of neon colors – it can be achieved in a more sophisticated way. 

OOH out of the box 

One of the best examples of a creative approach was the campaign promoting the premiere of the series Lupin in Krakow. The billboard featured the protagonist wearing a necklace with the slogan “Merci madame.” Meanwhile, the National Museum building displayed the “Lady with an Ermine,” but without her necklace. This pairing, intelligent and contextual, worked globally – photos spread across world media. 

In turn, the BBC Earth project “You are part of something bigger” was recognized in the Kreatura competition. Here, the focus was on a high artistic level, aesthetics, and form that did not resort to flashiness. The conclusion? Outdoor advertising should stand out, but it is time for a new definition of standing out – not loud, but respectful of the surroundings and the intelligence of the audience. 

OOH Effectiveness 

The pandemic severely weakened the effectiveness of outdoor, and today an additional factor is the landscape act, which is being gradually introduced in subsequent cities. Krakow has already reduced visual chaos – the “ŁADny Kraków” profile documenting the changes serves as proof. Similar regulations await Poznań and other cities. 

When planning a campaign, it is also important to remember that visual contact data can be outdated and difficult to constantly refresh. Therefore, the selection of locations should be based on experience and common sense, not solely on spreadsheets. 

Synergy effect 

Outdoor works best when combined with digital. Geolocation and mobile targeting allow for a synergy effect: the consumer sees a message on their smartphone and, a moment later, in the urban space – at a bus stop, on a billboard, or at a store entrance. The more touchpoints in time and space, the greater the chance of success. 

Plan ahead 

OOH takes time. The minimum is three months before the campaign starts, but optimally – up to six months. This guarantees a choice of media and locations best suited to the needs. After the landscape act came into force, the “last minute” option has practically disappeared.