Perfect DOOH Content: Design Tips for Digital Advertising Screens

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"
• URL: Short and memorable. adyoutiser.com rather than www.adyoutiser.com/en/landing-page-offer
• Phone number: For local service providers, often the most direct route

CTA Placement

• 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 starts at a €2 minimum order; prices per screen and day are in the screen overview -- 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.