Perfect DOOH Content: Design Tips for Digital Advertising Screens
Christian Starzengruber
Founder, adyoutiser
April 27, 2026Last updated: July 18, 20266 min read708
Practical design tips for digital out-of-home advertising: formats, font sizes, colors, animations and CTAs. How to create content that works on DOOH screens.
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Why Good Content Works Differently on DOOH Screens
An advertising creative that works on Instagram often fails completely on a digital out-of-home screen. Why? Because the conditions are fundamentally different. On a smartphone, the user consciously scrolls through content and actively decides to look at something. With a DOOH screen, the passerby has 3 to 7 seconds while walking past. The distance is 2 to 15 meters. Daylight competes with the display. And there is no sound.
Anyone booking digital screens through adyoutiser naturally wants their content to be effective. This practical guide shows how to create advertising materials that actually work on digital outdoor advertising screens -- with concrete tips on formats, fonts, colors, animations and CTAs.
The Right Formats: 9:16 vs. 16:9
Portrait Format (9:16)
The majority of DOOH screens in pedestrian zones and city centers are in portrait format. This has practical reasons: portrait screens are narrower and fit better on sidewalks and in tight urban areas. On adyoutiser, you can see the available format for each screen before booking.
Recommended resolution: 1080 x 1920 pixels (Full HD portrait)
Design tips for 9:16:
Headline in the top third -- this is perceived first
Image/visual in the middle area -- the eye-catcher
CTA and contact info in the bottom third -- after the attention grab
Use the vertical reading direction, don't work against it
Landscape Format (16:9)
Landscape screens are commonly found on traffic roads, in shopping centers or on building facades. Here you have more horizontal space, which is suitable for split layouts.
Recommended resolution: 1920 x 1080 pixels (Full HD landscape)
Design tips for 16:9:
Visual on the left, text on the right -- western reading direction
Or: full-bleed image with text overlay
More space for horizontal elements like product rows or price comparisons
Pro Tip
On adyoutiser, the required format is shown when selecting a screen. Anyone creating content for multiple screens should prepare both a 9:16 and a 16:9 creative. Tools like Canva offer templates for both formats.
Font Sizes: The 3-Second Rule
The most important rule for DOOH content: If you can't read the headline in 3 seconds, the font is too small. Here are reference values:
Font recommendations:
Sans-serif fonts work best: Inter, Helvetica, Arial, Montserrat
No script or display fonts for the headline
Use Bold for headlines, not Light or Thin
Use uppercase sparingly -- it appears aggressive and is harder to read
Colors and Contrast: The Battle Against Daylight
Digital screens are often outdoors and compete with sunlight. What looks good on a laptop screen can be invisible outside.
Color Rules for DOOH
Maximum contrast: White text on dark background or dark text on light background. Never medium gray on medium gray
Saturated colors: Bold, saturated colors are visible from a distance. Pastel tones disappear
Warm colors attract attention: Red, orange and yellow have more attention impact than blue or green
Use brand colors consistently: Recognizability is particularly important on a fleeting medium
The Most Common Color Mistakes
Too little contrast between text and background
Transparencies that are no longer visible in sunlight
Too many colors on one creative (maximum 3 main colors)
Blue on black or red on green (hard to read)
Animation and Video: Movement in Moderation
When Animation Makes Sense
Moving content attracts more attention than static images -- this is scientifically proven. But with DOOH there are limitations:
Maximum duration: On adyoutiser, a slot typically lasts 10-15 seconds. The content must fit within this time
No sound: DOOH screens are generally silent. No voice-over, no music. The message must work visually
No fast cuts: Passersby need time to absorb the content. Hectic transitions confuse
Effective Animation Techniques
Gentle text fades: Text that appears line by line guides the eye
Product animation: A product that slowly rotates holds attention
Color changes: A subtle background change signals "something is happening here"
Countdown: "3 more days until the opening" with a running display
When Static Images Are Better
For simple messages (daily menu, contact information, brand awareness), static images are perfectly sufficient. They are easier to create, work regardless of when the passerby looks, and can be uploaded to adyoutiser more quickly.
CTA Placement: What Should the Viewer Do?
Every DOOH creative needs a clear call-to-action. But unlike digital advertising, the viewer cannot click. The CTA must therefore trigger a physical or mental action.
Effective CTAs for DOOH
Location-based: "150 meters to the left", "Right around the corner", "Ground floor"
QR code: Links to website, menu, booking page. Large enough to be scanned from 2-3 meters away
Time pressure: "Today only", "20% off this week", "While supplies last"
In the bottom third for portrait screens (after headline and visual)
Bottom right for landscape screens
Reserve at least 15 percent of the total area for the CTA section
Use a contrasting color for the CTA -- it must stand out from the rest
Content Creation Without a Designer
Not everyone has access to a graphic designer. Fortunately, in 2026 there are numerous tools that enable even non-designers to create professional DOOH creatives:
Canva: Offers specific templates for digital screens. The free version is sufficient for basic designs
Adobe Express: Similar to Canva, with Adobe quality
AI tools: Midjourney, DALL-E and comparable tools can generate creatives in seconds
Smartphone photos: A high-quality photo (food, product, property) plus text in Canva = finished creative
On adyoutiser, you simply upload the finished image or video. The platform automatically checks whether the format fits.
Frequently Asked Questions
What format do I need for adyoutiser?
It depends on the booked screen. Most screens in Vienna use 9:16 (portrait, 1080 x 1920 px) or 16:9 (landscape, 1920 x 1080 px). The exact format is shown during booking on adyoutiser.com.
Can I play videos on DOOH screens?
Yes, adyoutiser supports both images and videos. Videos should be a maximum of 10-15 seconds long and must work without sound. Subtitles or text overlays are recommended.
How much does content creation cost?
If you design it yourself (e.g. with Canva), the content is free. Professional designs cost 50-200 euros depending on the provider. Booking on adyoutiser itself starts at 2 euros per slot per day -- content upload is included.
How often should I change my content?
For seasonal offers or events: with every change. For brand awareness: a new creative every 2-4 weeks to avoid "blindness". Through adyoutiser, you can update content at any time.
Conclusion: Good Content is Half the Battle
The best screen placement is useless if the content doesn't work. Anyone who follows the rules in this guide -- clear hierarchy, large font, strong contrast, simple message, clear CTA -- will get the most out of their DOOH campaign on adyoutiser. The good news: You don't have to be a designer. With the right tools and these basic rules, anyone can create content that works on digital screens.
Element
Minimum size (at Full HD)
Why
Headline
80-120 pt
Must be readable from 5-10 meters distance
Subline
50-70 pt
Supports the headline
Body Text
36-48 pt
Only for short additional info
CTA
60-80 pt
Must stand out immediately
Contact details
36-48 pt
URL, phone, QR code
Phone number: For local service providers, often the most direct route
