Telling a story in 10 seconds is hard. At 25fps you have 250 frames. Here is the 3-act structure for DOOH spots that actually works.
30-second takeaway: 0-2s hook (visual pattern interrupt), 2-7s message (one, not three), 7-10s CTA + logo. 25fps means 250 frames total. Cut your script to max 8 words. Sound-off.
Hollywood films have 90 minutes. TV ads have 30 seconds. DOOH has 10 seconds. Complain or learn to land a story in 250 frames.
Frame budget
At 25 fps, your 10-second spot has 250 frames. Each wasted frame is a deliberate decision against your message.
| Second | Frames @25fps | What happens |
|---|---|---|
| 0-2 | 0-50 | Visual hook |
| 2-4 | 50-100 | Setup |
| 4-7 | 100-175 | Message |
| 7-9 | 175-225 | CTA |
| 9-10 | 225-250 | Logo hold |
Act 1: the hook (0-2s)
50 frames to plant "what?" in someones brain. Options:
- Pattern interrupt — visual that does not belong
- Direct gaze — person looks into camera
- Reverse motion — something falls up
- Sharp color contrast
- Bold headline — four big words on a pain point
What does not work: long establishing shots. No time for atmosphere.
Act 2: the message (2-7s)
Five seconds for ONE message. Not three. If your spot says three things, it says nothing.
Formulas that work:
- Problem -> Solution: "Sleepless? This mattress."
- Before -> After: "Then chaotic. Now organized."
- Wish -> Fulfillment: "Imagine: never miss an appointment."
- Number -> Promise: "30% off until Sunday."
- Question -> Answer: "Hungry? 15 minutes."
Word limit: 8 words for the headline block. Eight words readable from 4 meters.
Act 3: CTA and logo (7-10s)
Last 3 seconds belong to conversion info:
- URL (short, memorable)
- QR code (200x200 min, white border)
- Location
- Phone
- Hashtag
Last second MUST be a hold frame. Logo + CTA still and big. Nobody pulls out their phone while your logo animates.
Three common mistakes
- Too many cuts. More than 4 hard cuts in 10s = unreadable. 2-3 max.
- Voiceover without subtitles. Sound is off. If you speak, you must show.
- Logo only at start. Logo belongs at the end.
Concrete example: cafe spot
0-2s: Top-down espresso shot, crema swirling (pattern interrupt) 2-7s: Cut to hand, text overlay "Best espresso within 200m. Proven." 7-9s: Cut to storefront with name and address 9-10s: Hold: logo + "Open until 7pm today"
8 words. One message. Clear path.
Storyboard first
Never start in After Effects. Storyboard on paper or Figma — 5 frames, 1 per act transition. If it is not clear on paper, it will not be clear in video.
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Christian Starzengruber
Founder, adyoutiser
Ich habe Adyoutiser 2025 in Wien und Bratislava gestartet, weil Bildschirmwerbung keine Agentur brauchen sollte. Wir haben ein Buchungs-Tool gebaut: Bildschirm auf der Karte auswählen, Werbung hochladen, zahlen — live in unter 5 Minuten, ab €2. Wir veröffentlichen unsere Roadmap öffentlich und antworten auf jede E-Mail innerhalb von 24 Stunden.
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