But much depends on the content, the format of the advertising medium, its characteristics, and the technologies involved in placing the ad. When using outdoor advertising (DOOH — Digital Out of Home), you have only a few seconds to attract the attention of a potential client and communicate your idea.

 

Even one ill-conceived layout can nullify the effectiveness of an entire advertising campaign, especially when it comes to pDOOH — programmatic DOOH, which allows for flexible real-time programming of displays. At the same time, thoughtful content design placed on a digital billboard, video wall, or digital signage can help turn a random passerby into a buyer. The format of the advertising inventory and the brightness of the screen are also important factors. Below are 7 rules without which an advertising DOOH campaign will not work effectively.  

 

 

Rule #1: Simplicity is your main ally

 

For any DOOH or pDOOH format, excessive complexity is the enemy of effectiveness. A person who sees your digital or classic outdoor ad (for example, while waiting for transport or viewing a video wall) has only 2–3 seconds to read the message. During this time, the viewer can only glance quickly at the sign or screen, catch the main idea — and that’s it.  

 

 

Minimum words, maximum meaning

 

Use language that is as simple and clear as possible. Avoid complex verb constructions, technical terms, and ambiguity. The golden rule for a high-quality programmatic DOOH (pDOOH) or classic video wall layout is no more than 7 words on the entire display, but ideally — 3–5 understandable, vivid words.  

 

– If you’re setting up your layout through video wall software or a digital signage player, make sure the main message is easily and quickly readable.  

 

 

One message = one reaction

 

DOOH and pDOOH ads must be focused. Avoid the temptation to simultaneously “increase brand awareness,” “sell a promotion,” and “talk about services.” One layout — one task; this fundamentally affects campaign effectiveness. After a quick glance at a video wall or digital sign, a person should clearly understand: “What am I being offered?” and “What should I do about it?”  

 

Successful example:  

 

– On the DOOH video wall screen — a picture of a croissant and the inscription:  

 

– “Fresh nearby. Bakery #1 — 200m”  

 

Everything is simple, clear, and to the point. There’s a visual accent and a clear action.  

 

 

Overloaded example:  

 

– “A new cafe has opened with a cozy atmosphere, a wide selection of dishes, delivery and business lunches. Akhmatova St, 2A, near the pharmacy.”  

 

By the time a person finishes reading this message, they’ll have already passed by.  

 

 

Simplicity is not the enemy of creativity

 

It only strengthens it! When a message is concise, it reaches the viewer’s mind faster, whether they see it on a classic billboard, a programmatic DOOH panel, or through a digital signage player.

 

– In the world of programmatic DOOH, where creative adapts to the time, weather, and audience, simple and precise wording is the key to your message’s success.

 

 

Rule #2: Contrast in digital outdoor advertising

 

Bright contrast is the foundation for perceiving any advertising structure in Digital Out Of Home. When the background and text are clearly distinguished, the information literally shoots into the viewer’s mind, even in environments filled with other ads and urban noise. That’s why white letters on black or vice versa—contrasting combinations—are a classic that works for all digital signage.

 

With modern video ad software (and on SSP/DSP for DOOH), the effectiveness of layouts directly depends on how noticeable the message is. When the fonts are clear, large, placed on a simple solid background—they can be read even from a distance or “on the go,” moving through the city or standing at a traffic light.

 

Common mistakes:

 

– Placing text over a photo—without an underlying strip or sufficient contrast, especially if the photo is detailed. The text simply merges with the background.

 

– Using pastel colors or soft transitions. On real digital displays, these tones look faded and unreadable, especially in bright light.

 

– Serif fonts—look good in printed books, but on large screens they are hard for quick recognition.

 

When running an ad campaign through DSP/SSP for DOOH, always check how your layout looks from different angles and lighting conditions. The simpler the font, the stronger the contrast—the faster viewers will catch your offer with their eyes and remember it. Thoughtful contrast is not just beauty, but maximum practicality.

 

 

Rule #3: One idea—one emphasis

 

The effectiveness of digital advertising largely depends on the clarity of one specific message and focus. Modern SSP and DSP technologies for DOOH allow you to launch hundreds of ad variants, but if you try to cram all the information onto one screen—no detail will be perceived by the viewer.

 

The right approach:

 

– One digital board conveys one clear idea.

 

– The layout should have only one bright visual accent—hero, symbol, product, or emotion.

 

– Target actions are obvious from the first glance.

 

Don’t be afraid to break your advertising message into a series of layouts—it works better than one overloaded design. The main thing is that each one quickly and effectively elicits the desired reaction. A digital signage player and modern DOOH software allow you to instantly adapt the presentation and verify what works best.

 

Visual metaphors, familiar symbols, or one distinct and recognizable hero are the most effective techniques for video ads that help to create real impact—even within just a few seconds.

 

 

Rule #4: Visual hierarchy is the foundation of clear content for LED billboards and DOOH networks

 

High-quality design for advertising screens in DOOH networks is impossible without proper element hierarchy. Industry professionals emphasize: the most important information should be immediately noticeable and easy to perceive even from a distance or “on the go.” Imagine a brand slogan on an LED billboard appearing first, in large, contrasting font—this draws attention and quickly conveys the message. In the multi-layered advertising environment of a city, these solutions help to stand out among dozens of competitors.

 

Using software for LED screens allows the designer to fine-tune the order in which elements appear. First comes the main message; next is the visual accent: a bright hero, product, emotion, or unique photo. This approach is time-tested and confirmed by DOOH Display Solutions statistics: advertising campaigns where hierarchy is properly built receive on average 35% more interactions with their target audience.

 

Usually, supporting text or a short description is placed under the main headline and made large enough for easy reading. Logos are positioned in the lower right or left corner—they don’t overpower the main message, but remain recognizable. In DOOH networks, animation is often used for smooth transitions between elements, maintaining hierarchy and helping viewers better absorb the idea presented.

 

For example, modern shopping malls in Prague are actively implementing LED billboards with interactive scenarios: depending on the time of day only the content changes, but the sequence always stays the same. People first see the key promotional offer, and only then the details, logo, contact information, or call to action. Such solutions have become the standard for large DOOH networks, where competition for attention is extremely high.

 

Rule #5: Text that is always legible is the main requirement for advertising screens

 

If you want your message on an LED billboard or in DOOH Display Solutions to be perceived in a second, the main requirement is large, clear, and simple text. A huge number of advertising campaigns fail precisely because of fonts that are too small or excessively decorative typefaces. Advertising screens are not the place for experiments with complex fonts: the best performers are classic sans‑serif options, with bright bold weight and the maximum size the layout allows.  

 

Font size is an important parameter that should be considered already at the layout creation stage. For outdoor LED displays, it is optimal to start from 220 pt and above. Your text must remain legible even from a distance of 30–50 meters, since passengers in transport and drivers have only a moment to read the information. In real DOOH network cases, testing is often used — the project is opened on a smartphone, held at arm’s length, and shown to several people for 2–3 seconds, analyzing what they were actually able to notice.  

 

In addition, modern software for LED screens allows flexible changes in text scaling, color palette, and choosing the most effective structure for different types of locations — from highways to shopping galleries. Many DOOH Display Solutions have built‑in testing templates, which allow quick comparisons of several design options and selection of the optimal one according to real viewing conditions.  

 

In large DOOH networks, A/B testing is often conducted: alternative layouts are launched on different billboards in order to understand in real time which message or design delivers greater reach or more QR code scans. This analytics is the foundation of today’s advertising market in the field of outdoor video advertising.  

 

Today, the DOOH market in Europe is developing rapidly. LED billboards integrated into smart networks operate based on traffic data and audience interests. The right choice of software for LED screens becomes a strategic advantage for brands striving to achieve results, and a competent approach to text and hierarchy helps turn a brief glance into an emotional connection with the customer.  

 

 

Rule #6: The brand must be recognizable—identity in DOOH advertising

 

One of the key tasks of the new generation of outdoor advertising is not only to stimulate quick action but also to build brand recognition and integrity in the audience’s mind. By using modern networks of digital screens, advertisers strive not just to look bright, but to become emotionally close and understandable to viewers. Without clear branding, even an original idea risks remaining anonymous if it is not associated with a specific company.

 

In practice, simply placing a logo in the corner of the layout is not enough. In DOOH advertising, brand presence should be expressed through every element: corporate colors, fonts, properly chosen style, and visual accents. The Supply-Side Platform allows centralized content management even in large networks and makes it possible to maintain unified identity across hundreds of advertising screens at once, which is especially important for major campaigns.

 

Take note:

 

– Corporate colors and style: The first thing a viewer picks up amid the advertising flow is the color palette. Recognizable shades and illustrations make your message stand out against competitors.

 

– Unique font, design style, and accents: Thanks to these details, the idea looks cohesive rather than eclectic, even if the logo is absent.

 

– Tone and communication style: The language of the text, the atmosphere, and even the emotions in the illustrations must match the spirit of your brand.

 

One proven way to test this is to imagine removing the logo: is it clear who is speaking to the viewer? If the answer is “yes,” the brand is represented successfully. High-quality integration of brand traits into a unified visual and communication structure creates a powerful impact and increases trust.

 

Rule #7: Don’t ignore a concise call to action (CTA)

 

Amid the bustling urban environment, DOOH advertising succeeds only when the viewer clearly understands what is expected of them. The Supply-Side Platform and centralized video management system allow you to quickly change or test different CTAs for various placements, identifying the most effective approaches.

 

A call to action should be:

 

– Short and specific: Words like “Learn more,” “Scan the menu,” “Register,” “Call now” guide the viewer and don’t require additional explanation.

 

– Visible at first glance: Placement, size, and contrast of the key phrase are crucial in the dynamic flow of advertising screens.

 

– Clear and achievable: The instruction should match the context—on a highway, a simple website or short phone number works best; in a shopping mall—a QR code or “menu here,” which is easy to scan while waiting.

 

In practice, many brands for local businesses use short phone numbers adapted to the local area. Large companies prefer a simple website domain, while interactive advertising (for example, in cafes or shopping centers) is often accompanied by a QR code with a prompt—“Details here.” The centralized video management system ensures synchronization of calls to action across the entire network of screens, making it possible to quickly respond to changes or test another form of message.

 

 

What’s important to remember

 

DOOH advertising is the art of managing attention. Every second of display counts: put corporate style and branding at the center of communication, take care with simplicity, visual hierarchy, large text, and always complement your message with a clear and expressive call to action. Modern Supply-Side Platforms and centralized video management systems offer new opportunities for flexible and fast campaigns on a large scale, optimizing content quality on every advertising screen.

 

By mastering these rules, you achieve maximum effectiveness—and your brand recognition becomes an integral part of the urban landscape.


Advision — Content Management System for remote management, media planning of video and audio content broadcasting and Supply-Side Platform for monetization of advertising time. We help Digital Signage owners and DOOH advertising operators earn on advertising placement, automate workflows and build a reliable media infrastructure using our own software solutions.

 

Contact us if you want to increase your profit and implement the most modern technologies to solve problems!