Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings.
Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors.
Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages.
Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging.
Make a long version, then 2 or 3 ads to show in rotation.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand.
Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Technology
Use the technology available i.e. digital and dynamic capabilities.
Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1
Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 (1- Source: Eyetracker 2008).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings.
Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1
Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 (1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging.
Make a long version, then 2 or 3 ads to show in rotation.
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors.
Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages.
Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand.
Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Technology
Use the technology available i.e. digital and dynamic capabilities.
Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 (1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand.
Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging.
Make a long version, then 2 or 3 ads to show in rotation.
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Make your Ad work harder at the airport
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging.
Make a long version, then 2 or 3 ads to show in rotation.
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings.
Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout
Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging.
Make a long version, then 2 or 3 ads to show in rotation.
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad.
A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages.
Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR
Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language.
Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand.
Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Technology
Use the technology available i.e. digital and dynamic capabilities.
Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen?
Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Design and Layout Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Address 27 Sale Place London W2 1YR
Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
The airport is the perfect canvas for cutting edge advertising campaigns.
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Design and Layout Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1
(1- Source: Eyetracker 2008).
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Address 27 Sale Place London W2 1YR
Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
The airport is the perfect canvas for cutting edge advertising campaigns.
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
The airport is the perfect canvas for cutting edge advertising campaigns.
Make your Ad work harder at the airport
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
Design and Layout Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 (1- Source: Eyetracker 2008).
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Make your Ad work harder at the airport
Design and Layout Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1 (1- Source: Eyetracker 2008).
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759
The airport is the perfect canvas for cutting edge advertising campaigns.
Make your Ad work harder at the airport
ROI
Creative ads boost market share and revenue and can be up to 11 times more effective than other ads. 1 Dynamic copy especially has proven to be more engaging. In a recent JCDecaux research project there were significant uplifts in spontaneous message recall and participants were more likely to consider buying the brand. Social media has magnified this via the sharing of creative campaigns making ads “12 times more effective than non-creative ads.” 2
(1 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010). (2 - Source: The Link Between Creativity and Effectiveness, Institute of Practitioners in Advertising 2010).
Design and Layout (1- Source: Eyetracker 2008).
Colour: primary and bright colours work best especially red. Complex changes in movement work better e.g. bursts of colour “Different colours are easy to understand.” 1 In terms of layout landscape creatives tend to be read left to right and portrait read top to bottom.1 Keep it simple and use short copy. Highly visual logos and images work best: “Bursts of colour and movement; make the content even more remarkable.” 1
Content
Content is just as important as design elements, and finding that composition balance is as much about aesthetics as it is content presentation. Make it relevant for the location (e.g. directions, instructions). Make the message concise: avoid jargon and lengthy language. Updates/Accuracy: Digital signage is quickly forgotten if it displays out of date information.
Technology
Use the technology available i.e. digital and dynamic capabilities. Dynamic content is proven to be more engaging e.g. there has been a +53% uplift in message recall according to recent JCDecaux research study.
(1- Source: Eyetracker 2008). (2 - Source: Talon Outdoor Insight).
Font
Typography can be overlooked, but it says a lot about how you want your audience to perceive your brand, and it can make a huge difference to how legible your content is from certain distances. (more on this in LEGIBILITY). Font type, colour and pairings are really important to the effectiveness of a digital advert. Font size because things like viewing distance need to be considered with DOOH: Will your display be viewed from afar, or will the audience interact with the screen? Font colour because it’s best to use it sparingly otherwise it can lose its impact and the same goes for the use of bold, italics, underline and colour for the same reason.
Placement
Think about placement i.e. where you book for the effectiveness of your campaign message: Check in: Make ads bold, impactful and simple (passengers are in a hurry, less dwell time). Departures: Ads here can be longer, more verbal and informative as passengers relax and browse the retail offerings. Gaterooms: Ads can be more entertaining and informative with more detailed messaging as dwell time here is high. Arrivals: The place for informative and impactful messaging due to the high dwell time and expectation from domestic passengers to get onward travel information, and international ones tourist information.
Animation & Motion
Animation increases impact: ‘Moving content catches your eye so you gravitate towards it and want to see it.’ 1 Motion incorporated into design elevates digital signage above its static predecessors. Natural transitions are naturally appealing. 1 Ads utilising motion tend to receive 30% more attention than static ones. 2
Function
No matter where it’s used or for what purpose, digital signage needs to function in a way that guides and engages. Engage the viewer Guide the eye Find the natural focal point Adopt an asymmetrical layout to add interest Balance the composition
Legibility
Think about how the ad creative and copy will read at distance. Print it out before it goes in and view at varying distances to judge the clarity and impact of the ad. A 70 inch screen such as a typical small portrait format screen at the airport viewed from 5 meters will be approx. the same size as a sheet of A4 viewed from 1 meter.
Durations
Use multiple executions: varying the time length can enable you to say more in your messaging. Make a long version, then 2 or 3 ads to show in rotation.
Address 27 Sale Place London W2 1YR Email airportsales@jcdecaux.co.uk Tel (0)207 298 1759