The Secret Code of "Can't-Miss" Out of Home
Written by: Rick Robinson, CEO, PJX Media
A common desire in our line of work has remained the same throughout the years: "Make it can’t-miss." But what does that actually mean?
It’s not just sticking a logo on a massive board. "Can’t-miss" out of home is a masterclass in spatial geometry, creative harmony, and public respect.
What makes it that way?
Its size; or more accurately, scale relative to space. A 10-foot wall inside a tight station corridor feels just as giant as a 100-foot spectacular on the highway.
Its proximity; and the serendipity of rounding a corner to discover a framed message sitting dead-center in your eye-line-of-sight.
Its immersion; a full station domination or concentrated takeover where you aren't just looking at the media, you're bathing in it.
Its architectural elegance; structures so intentionally integrated into the cityscape that they elevate the very aesthetic of the street.
And, of course, its the message itself. A single idea, delivered with just a few elements, in a high-contrast color palette, striking imagery, and short, punchy copy that lands in moments.
75% of an ads effectiveness is determined by its creative. SOURCE: The Advertising Research Federation
When messenger and message sing in perfect harmony, you don't just capture eyes, you provide a moment of pure public benefit.
Our advice for advertisers? Strive to keep it to one simple idea. Fight for it. Look at all of the OOH media messaging you admire, and it all starts and ends with that one idea. The public will feel that confidence, the willingness to stand tall and state your case. They will ultimately appreciate a brand’s courage to be vulnerable in that way. And they will reward you with their attention. Every time. When we are out of our homes, we are highly alert, engaging in a rapid-fire visual triage, consuming OOH along the way. We will make room for it in our brain when it provides pleasure - intrigue, humor, aesthetics, contextual relevance, etc.
Media planners, buyers, designers, and creators all have their part in making “can’t miss” media. It isn't just about hitting an impressions target. It's about our obligation to the public room. It’s never about us, or primarily about the brand; it’s always about earning our right to be there. We earn attention through intrigue, humor, striking aesthetics, and contextual relevance and reward by delivering something valuable to the audience.
Because when we get it right, everyone loves a great billboard!
