Our latest research uncovers the design principles that separate high-performing ads from the rest. What we found challenges conventional wisdom about OOH design - and gives advertisers a clear blueprint for success.

TL;DR (For the deadline-driven) Top-performing static ads capture up to 50% more attention than lower performers. We analyzed historic ads to uncover why. The result? A clear set of design guidelines that can help drive higher attention rates. 

Still curious? Let's dive deeper...

Time = Memory: The Critical Connection Here's the thing about attention - every extra second translates directly into days of brand memory. Research shows that crossing the 2.5-second threshold is where real memory formation begins. After that, each additional second of attention compounds your ad's memory impact.

From Data to Design: What We Found We analyzed the highest and lowest performing static ads across our network from the last 6 months. The difference? Up to 50% more attention for the best performing ads when compared to the worst ones. So what are the common elements that drive success?

1. Message Matters Most

• Headlines: 7 words max (5 is better, 3 is best)
• Body copy: Under 15 words or none (data shows minimal copy drives impact)
• Lead with benefits, not problems
• Focus on what's in it for your audience

2. Structure Drives Success

• Establish a dominant visual focal point
• Create clear visual zones with splits
• Images deserve 50%+ of space in visually-driven ads
• Eliminate clutter mercilessly

3. Place With Purpose

• Prioritize left-anchored headline placement 
• Headlines command 20-30%+ of canvas
• Headlines must dwarf body copy (3-5x larger)
• Logo in bottom corners, consistently placed

4. Brand & Visual Impact

• Use your primary brand logo in its official colors - no alternates
• Stick to 2-3 dominant colors, maximum
• Maintain extreme text-to-background contrast
• Choose color photography over black and white

5. Testing Is Critical Test your design at both 5-second (glance value) and 15-second views to ensure impact and comprehension across typical OOH viewing times.

The Power of Design + Time 

When you combine strong design principles with optimal timing, your ad becomes more effective without changing its core message. Well-crafted design captures attention instantly, while extended display time allows the message to sink in. This extra exposure supports memory formation, ensuring your brand stays top of mind and making your ad work harder without additional effort.

So what are the takeaways for your campaigns?

• Optimize for attention time - it's your path to memory
• Book 15-second slots to maximize memory formation
• Design to grab attention fast AND hold it longer
• Use these design rules to make every second count
• Remember: more attention time = more days in memory = better campaign performance

High attention ads come in many forms - some following these rules, others breaking them intentionally. What matters is understanding your brand objectives first, then assembling or breaking these principles strategically. The key? Work with networks that provide attention measurement to discover exactly what drives results for your unique brand.

Want to make sure your static ads are getting the maximum attention? Let's talk about putting these principles to work in your campaigns.

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