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How to write catchy OOH advertising copy

Watch copy consultant Vikki Ross explains the one tip that can elevate your OOH copywriting in an excerpt from D&AD and Global's Creating Impact With Outdoor Advertising Masterclass

“A line has to encapsulate a brand’s personality and tone of voice, but also the USP of the product, and it needs to do it quickly,” says Brand, TOV and Copy Consultant Vikki Ross. “A way of doing this is to get rid of all the words that don’t work and don’t count. I mean words that don’t do anything like ‘very’ or ‘and’ and ‘just’. The words that work are facts rather than adjectives. Anyone can say something is ‘amazing’, but what’s the fact? Is a TV show ‘amazing’, or is it ‘award-winning’?”

Watch this excerpt from D&AD and Global’s free Masterclass Creating Impact With Outdoor Advertising to learn more about how to create OOH campaigns that pack a punch.

D&AD and Global’s free on-demand Masterclass Creating Impact With Outdoor Advertising is dedicated to outdoor advertising and explores topics such as objectives, understanding the landscape, how to add emotion, art direction and copy, and how to leverage location. Sign up here.

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