Have you ever passed an outdoor ad and wondered what it was trying to communicate or what the brand was even selling? Outdoor ads have only a few seconds to convey value and resonate with people, which means every second matters. Yet many brands miss that opportunity. This article breaks down simple, effective tactics brands can use to make those moments memorable and improve brand recall.
Billboards or outdoor ads in general look like they are just paper until they ignite memories or spark your emotions like make you cry, smile or call your loved ones. And on a busy road bustling with commuters and pedestrians your ad only has a few seconds to make an impression, either make someone stop, feel, think, or better still act. Regardless of which outdoor ad type you are making use of, your message should strike a chord.
OOH Advertising Is More Than Just Visibility, It’s a Conversation Starter
Outdoor advertising is not just about being seen, it’s about being felt. It’s often reduced to mere visibility, as though a well-positioned billboard alone guarantees impact. But placement by itself isn’t magic. What truly elevates an outdoor ad is visual saliency combined with a message that resonates.
A great outdoor ad should stir curiosity, spark conversation, or connect with people in unexpected ways.
An iconic example is a billboard by Key Properties that read: “You would be home by now if you lived in Tse Addo.” The message was both thought-provoking and humorous. Instead of directly selling a property, the brand communicated value in a way that made commuters stuck in traffic smile and think.
While many brands use outdoor advertising to push products, the most effective campaigns focus on communicating value. They make people pause, reconsider their situation, and engage emotionally with the message.
The lesson here is simple: understand your audience deeply. Craft messages that resonate with their daily experiences. When you stop trying to sell and start trying to connect, people are far more likely to align with your brand.
Powerful Sparks Can Be Silent
Sometimes a spark needs subtle, intentional action clever and bold. The best OOH ads fit seamlessly into people’s lives while standing out long enough to linger.
Dove’s Campaign for Real Beauty (launched in 2004) is a classic case: rather than simply pushing products, Dove challenged conventional beauty standards by putting everyday women: different ages, shapes and backgrounds at the centre of its ads. That simple, human gesture in outdoor and film work sparked real cultural conversation and a long-running brand programme focused on self-esteem.
People pass hundreds of messages every day. What makes yours worth remembering is the emotional impact, did your ad make them feel seen or want to change? Dove understood that, and used connection instead of hard sell to build lasting relevance.
Photo Credit: KinZa, Ipny
Using Emotions As A Strategic Asset
On Children’s Day in November 2022, Cadbury Bournvita launched the “Forced Packs” (#FaithNotForce) activation. The brand transformed its iconic jar into everyday household items like a toilet-cleaner bottle and an egg carton — to symbolise how forcing children into pre-set roles distorts their potential. The idea, created with Ogilvy India and rolled out in select stores and online, aimed to nudge parents toward nurturing their child’s individual talents rather than imposing expectations.
People may forget your tagline, but they will remember how your ad made them feel. Whether it’s humour, nostalgia, pride or even discomfort, the best ads evoke something real.
So when designing your next OOH campaign, ask yourself:
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Does this message make anyone feel something?
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Would I notice this if I were just walking by?
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What story does this tell in three seconds?
https://www.youtube.com/watch?v=hSCVbVu025c
Conclusion
OOH advertising has unmatched power when done right. It is public, direct and impossible to ignore — and that kind of visibility demands intention.
So the next time you design an ad, don’t just occupy space. Create impact. Spark curiosity. Start conversations. Make someone feel something. Because if your ad doesn’t move people, it’s just noise.
