Therefore, in order for your advertising campaign and the brand itself to remain in the audience’s memory for a long time — including in the environment of digital outdoor advertising — it is important to apply proven visual and communication techniques. In DOOH formats, it is possible to create large-scale multi-channel campaigns that cover both street screens and interior media carriers, and Programmatic DOOH technologies make it possible to build them as flexibly and as personally as possible — depending on the time, place, or even behavior of the audience.  

Technical implementation is also of great importance. Modern video wall software helps synchronize images and videos across different screens and maintain a unified style, while a professional digital signage player ensures stable, uninterrupted content playback in the proper quality. Thanks to this, advertising retains recognizable visual codes, easily adapts to different carriers and formats, and is constantly present in the viewer’s information space — forming a strong and lasting brand image.  

1. The visual of the advertising campaign should be in a single style, and the advertisement itself should be replicated across many carriers

For advertising to truly be remembered and to form a strong brand in the audience’s mind, it is very important that its visual concept is consistent, and that the advertising message regularly appears in different informational spaces. Modern digital outdoor advertising makes this as flexible as possible: with the help of DOOH (Digital Out-of-Home) and pDOOH (Programmatic DOOH) tools, the same creative can easily be broadcast on street LED billboards, indoor video walls in shopping centers, transport stops, and even inside modern business centers.  

The more often a potential customer encounters the brand in different places, the more chances there are that they will remember it. In this process, modern video wall software plays a special role, as it makes it possible to automatically synchronize clips, posters, and banners on dozens of screens in different locations, ensuring their compliance with a unified visual style. And a reliable digital signage player guarantees stable content broadcasting (correct brightness, required resolution) and keeping the advertising message up to date.  

The explanation is simple: according to Ebbinghaus’s law, already 20 minutes after perceiving information we lose about 40% of the new material, and after a day — up to 70%. However, it is regular repetition that makes it possible to overcome this forgetting effect, keeping the necessary message in memory for a long time. Therefore, when an advertising campaign is built so that the same message appears on DOOH screens, indoor carriers, and even in digital networks — it forms recognizability and long-term loyalty. It is important that every layout, poster, or video clip be part of a single branding message that the viewer encounters both on the internet, and in outdoor advertising, and on screens in offline spaces.  

2. Advertising creativity should evoke associations

Advertising works much more effectively when it appeals to familiar, relatable associations, activating the necessary emotions and images in the viewer. Clearly structured campaigns in Outdoor advertising systems, and especially Programmatic DOOH, make it possible to create creativity that operates with social, cultural, and even sensory motives — as, for example, the image of a beach in the “Bounty” commercial, which is associated with rest and pleasure. Thanks to the flexibility of pDOOH, advertisers can set up displays so as to choose the creative option that most strongly “hooks” a specific audience or corresponds to the weather, time of day, or the mood in the city.  

The reason why associativity so strongly enhances memorability lies in the mechanisms of the brain: when new visual information is connected with familiar images, it is retained in memory more easily and for longer. This has been proven by research in cognitive psychology and neuromarketing — our brain processes such messages in a matter of seconds, even before we become aware of them rationally. Therefore, if advertising on a DOOH screen or an indoor video wall activates not only visual but also emotional and semantic reactions, the brand message will quickly and reliably become fixed in a person’s consciousness.  

Modern Outdoor advertising software helps with this, making it easier to regularly update content according to a particular event or location, as well as a quality digital signage player, which provides clear and appealing playback of innovative advertising formats. Thus, real emotional contact with the viewer is achieved thanks to the harmonious combination of creativity, technology, and programmatic management tools.  

3. Sometimes less is more: focus, colors, and simplicity in visual communication

In the world of Digital Out Of Home (DOOH) and innovative digital signage, excessive complexity often gets in the way of effective perception of advertising. That is why designers increasingly prefer the concept of minimalism, when the components of a layout are arranged so that the viewer can easily focus on the main image. A modern digital signage player, integrated with powerful LED screen software, makes it easy to manage on-screen content and implement clear accents in video advertising or static posters.  

Scientific studies in the field of perception confirm: our brain remembers one bright, expressive element better than a group of visual dominants that compete with each other. When the emphasis is placed correctly on an advertising medium — from outdoor LED screens to indoor digital panels — the message leaves a trace in the potential customer’s memory faster. DSPs help automate this process by optimizing the delivery of key information to the target audience, while SSP platform algorithms determine which advertisement will be most effectively integrated into the visual content stream.  

A number of experts note that it is better to use no more than two or three contrasting colors in a layout, since an excessive number of shades distracts the eye and complicates the perception of the main message. Such simplicity, especially on large digital signage screens or during video advertising on indoor displays, guarantees clarity, transparency, and ease of perception. LED screen software allows adjusting contrast, brightness, and color balance so that each commercial retains the necessary strength of accents and is not oversaturated with details.  

It is important to understand that simplicity in visual communication is the key to a deep impact on the viewer. Placement of digital advertising in an environment where numerous informational contacts occur contributes to easier memorization of the message, if it is competently designed, structured, and supported by technical capabilities.  

4. Unusual scale and perspective as a way to capture consumer attention

An effective Digital Out Of Home campaign is, first and foremost, a play on the viewer’s non-standard expectations. If the advertising image is constructed so that it is much larger than real-world proportions, or presented from an unusual angle, this automatically generates additional interest and increases the chance that the message will not go unnoticed. For example, when on a large LED screen or digital signage an object such as an apple or a hand is shown at an enormous scale, it creates a moment of surprise and instantly holds the viewer’s attention.  

A major role here belongs to modern digital signage players, which make it possible to broadcast multi-format content with interactive effects and animation. LED screen software also provides the flexibility to change proportions and adapt visual scenarios to a variety of platforms — from outdoor supersites to indoor screens in large shopping centers or offices.  

DSPs for DOOH give advertisers the ability to control scale and perspectives, changing the angle for maximum effect depending on audience behavior or time of day. SSPs refine the placement, allowing the selection of the best time and place to launch certain creative options. As a result, the advertising campaign becomes not only noticeable but truly unique — the viewer associates the brand with something meaningful, original, and worth attention.  

Moreover, innovative digital technologies — interactive screens, video ads with synchronized audiovisual effects, adaptation to real traffic or geolocation — help maintain a live connection with the audience and create a new level of engagement. A carefully thought-out balance between the technical capabilities of SSP and DSP, unique design, and properly structured content enables brands to create an advertising space that will remain in the consumer’s memory for a long time.  

5. Humor and absurdity: visual emotional triggers that work for the brand

The use of humor and elements of absurdity in DOOH advertising helps brands stand out in the informational noise and increase the effectiveness of communication. Research shows that 70% of viewers are willing to share creative or funny content they see on advertising media, and 73% of consumers have a positive attitude toward digital outdoor advertising — significantly more than toward ads on social media or TV. Humorous advertising on large city center screens or in shopping malls often evokes an emotional response, sparks conversations on social networks, and improves brand memorability.  

The psychological mechanism of humor is simple: viewers first see a familiar situation, then an unexpected twist occurs, and this contrast brings pleasure and heightens interest. 48% of consumers remember advertising better if it evokes positive emotions or laughter. Within DOOH networks, humorous campaigns — for example, absurdly oversized food or objects that “come to life” — are remembered 15–20% better than standard messages.  

DOOH Display Solutions technological tools make it possible to precisely reproduce jokes or puns, while integration with a Supply-Side Platform allows humorous content to be placed at hours and locations of maximum traffic, ensuring additional reach and increasing the chances of repeat contact with the brand.  

6. The surprise effect and plot twists in DOOH 

Another powerful way to engage an audience is the use of the effect of an unexpected denouement or plot “twist” in DOOH advertising. Statistics show: 76% of viewers, after watching intriguing or creative scenarios on digital screens, take some form of action — from visiting a website or store to sharing the ad on social media. Short stories or changes within a video clip create a strong emotional effect that not only surprises but also prompts interaction: 43% of viewers note that such creative formats encourage them to respond more actively than standard media.  

DOOH networks make it possible to launch synchronized campaigns simultaneously on several media carriers in a city or a large shopping mall. Optimizing the timing of the plot display via a Supply-Side Platform helps ensure that different versions of a storyline are noticed by the widest possible audience, while adapting the format to weather conditions, time of day, or local events increases relevance and the chances of contact with the target consumer group.  

7. Real-time content personalization 

Innovative technologies today make it possible to change advertising content in DOOH Display Solutions literally in real time. This becomes possible thanks to the integration of a Supply-Side Platform and special software solutions that take into account the weather, events, time of day, or movement in nearby locations. For example, on a rainy day, advertising screens display messages about hot drinks or umbrellas, and in hot weather — about cold desserts. 81% of consumers note that such personalization is useful and significant, and 74% of users act on the basis of a seen message, performing search queries or visiting websites and stores.  

Adapted content increases the chances of repeat contact: 71% of viewers are happy to return to DOOH screens in anticipation of a new message that is relevant to them. Such approaches are particularly effective in large-scale DOOH networks located along key urban routes and in large indoor complexes, ensuring that the brand has a constant and relevant presence in the life of the audience.  

Summary  

Modern Digital Out Of Home advertising has ceased to be just a bright image on a screen — it has transformed into a flexible, adaptive, and interactive communication tool for engaging with audiences. A combination of humor, unexpected visual solutions, content personalization, and the competent use of technology creates a unique experience for the viewer and strengthens the emotional bond with the brand.  

Integration with a centralized video management system makes it possible to quickly change messages, synchronize them across dozens of screens, take external factors into account, and ensure a consistent visual style at all points of contact. This makes campaigns more relevant, recognizable, and effective, and allows the brand to remain “in the field of vision” of its customers even in a dynamic urban environment.  

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!