OOH (out-of-home) validation

Out-of-home validation covers posters, billboards, transit panels and other formats seen briefly and in passing. This article explains what to upload and which parts of the results carry the answer for out-of-home.

WHAT TO UPLOAD

Upload the artwork at the aspect ratio of the site it will run on. A landscape billboard and a portrait transit panel built from the same artwork are separate uploads, since the layout and the balance between elements change between them.

The analysis runs on the artwork you upload, so it assesses the design itself rather than the site it will be installed on.

HOW TO READ IT

Out-of-home has the shortest exposure of any format, so start with the Fogmap rather than the scores. Check whether the brand and the single line the poster is built around sit in clear areas. Anything in a hidden area will not be picked up by someone passing the site.

Then check Clarity against the benchmark. Out-of-home is read at distance and at speed, so a Clarity score below the benchmark usually points to text that is too small, contrast that is too low, or too many elements competing at once.

Use the Heatmap to see what inside the artwork is drawing attention away from the message. On out-of-home this is most often an image taking up more of the frame than it needs to.

READ IT WITH AREA OF INTEREST

Mark the brand and the main line as areas of interest and check Time to Discover on both.

The value only means something against the real exposure. A viewer passing a roadside site has a couple of seconds at most, so an element taking longer than that to be noticed will not be seen. See Time to Discover.

COMPARING SITE FORMATS

The same artwork performs differently across formats. Upload each format separately and assess them against the same objective with the same areas of interest marked, then compare Time to Discover and Clarity across them to see which formats the artwork holds up in. See A/B creative testing using predictive AI.