When is it worth going beyond standard OOH formats?
Out-of-home (OOH) advertising, both traditional and digital (DOOH), is typically built on standardized formats and sites. This provides predictable reach, clear pricing, and straightforward planning. However, when is it justified to step away from the standard and work with Innovate and special builds? The answer depends on the campaign’s role in the media mix, the complexity or novelty of the communication, and the type of outdoor environment you wish to leverage.
Multiple analyses indicate that creativity and standout solutions act as a multiplier for OOH effectiveness. EMC Outdoor refers to a five-year study from industry colleagues at Clear Channel Outdoor and Kantar, which shows that OOH can, on average, deliver 13.3% higher “ad awareness” compared to other channels when the creative execution fully utilizes the medium’s potential.
Source: EMC Outdoor, “Creative Effectiveness in OOH: The ROI Multiplier for Success.”
In collaboration with JCDecaux, Mi3 describes how creative quality in OOH is a decisive factor for business impact, and how a framework based on System1 methodology links strong creativity to improved campaign outcomes.
More than just reach
Creative activations—so-called “Innovates” and “Special Builds”—are primarily used when OOH needs to do more than simply add reach. Here, the goal is to find a solution where the location and the physical construction itself deepen the idea. This can include three-dimensional installations, modified bus shelters, or expanded and customized standalone units. In some cases, a holistic approach is taken through a takeover, such as a Station Domination, where an entire location or series of sites is transformed into a cohesive experience. Read more about our Innovate solutions [here].
Industry and campaign reviews from oOh!media repeatedly highlight how special builds, DOOH 3D activations, and large-scale creative interventions contribute to higher brand fame and social amplification, especially when physical installations are combined with digital screens and online activations.
Source: oOh!media, “2024’s Most Unmissable Out of Home Creative Campaigns.”
Major media agencies also emphasize that creative and visually powerful OOH is essential for cutting through in an increasingly fragmented media landscape. One Day Agency, for instance, points out that campaigns with a strong creative idea and visual impact are particularly effective at capturing attention and building memory.
Source: One Day Agency, “Our examples of effective OOH advertising.”
The IAB has compiled several DOOH and OOH cases demonstrating how exposure in outdoor environments can drive tangible effects, such as increased foot traffic—effects that are often amplified when the site itself is eye-catching or integrated into its environment.
The power of location and “Special Builds”
Placement becomes extra critical when moving beyond traditional standard formats. Traffic flows and location dictate not only how many people are exposed, but also how long they remain near the campaign. Multiple DOOH strategy guides emphasize that sites where people move more slowly or wait—such as transit hubs, central squares, or major transfer points—provide longer exposure times and better conditions for absorbing both the campaign’s core idea and specific advertiser details.
Source: Placebased, “Digital Out-of-Home (DOOH) Advertising Guide: Strategy, Statistics & Best Practices.”
An example of this is a Stockholm activation where a bus shelter was transformed into a bar. The shelter itself was rebuilt with a bar counter and atmosphere, while the digital Digisize surface displayed a video of a bartender mixing drinks. For passersby, it appeared as though the bartender was actually inside the shelter, interacting with the environment. Here, the combination of a physical special build and a digital screen became the core of the idea, creating both high attention and strong brand recall.
Internationally, there are many similar examples where bus shelters and street sites are converted into experiences. Pepsi, for example, conducted a well-known bus shelter activation in London where a digital screen was used to create an “augmented reality” experience directly within the shelter, leading to extensive social sharing and PR value. Read more via [Grand Visual].
Strategy: Standard as the backbone, Innovate as the amplifier
Innovate solutions are particularly well-suited for major product launches or when a brand requires a clear physical manifestation. Media and specialist agencies often argue that high-impact (D)OOH formats are most justified when the goal is to build brand fame, spark conversation, and drive extra attention around a new product, repositioning, or major campaign.
To determine if an Innovate activation is justified, you must weigh the cost and complexity against the role (D)OOH plays in your overall media mix. When a campaign aims to achieve more than mere visibility, and there is a clear idea that truly leverages the site, stepping beyond standard formats becomes a natural choice. In other cases, well-planned standard sites and networks go a long way—a sentiment echoed in various industry reviews, where standardized OOH solutions are described as the “backbone,” while special builds act as “amplifiers” when objectives are set higher.
