Define the objective and success measure
Clarify the primary goal: launch awareness, reach, store traffic, or visibility during a specific period. The question you want the final report to answer directly shapes the screen and measurement plan.
Plan location and time together
Selecting a city is not enough. Consider when, where, and in what context the audience will encounter the screen.
- City and location groups
- Weekday and weekend distribution
- Time of day
- Event, weather, or traffic context
Adapt creative to the screen
Out-of-home messages must be understood quickly. Type size, contrast, product visibility, and the call to action should match the screen format and viewing distance.
- One primary message
- Strong contrast
- Short, readable copy
- Correct resolution and file duration
Design reporting before launch
Define playback records, screen-level delivery, and any additional measurement methods before the campaign begins. This keeps the final report tied directly to the original objectives.