In the constantly changing world of digital billboards, it is difficult to keep impressing your audience. Yet, advertising creatives continue dreaming up new ideas that transform static messages into dynamic promotional tools worldwide.

Already in 2024, we have seen a wave of innovative ideas in billboard design. Brands are constantly pushing the boundaries of creativity and making innovative use of technology to capture attention, tell stories and make deeper connections with the audience. This year, we have noticed two broad categories emerging: a focus on the very topical concept of artificial intelligence (AI) and the inclusion of special effects. Let us take a look at some examples.

Artificial Intelligence (The Good And The Bad)

Dove personal care products have been running their “Real Beauty” campaign for some time now. However, their latest offering poses the provocative question: What kind of beauty do we want AI to learn?

The first image is a picture-perfect face of a woman with stunning skin or flawless beauty (AI generated). The image shows a real woman’s beautiful (some might say imperfect) face. The contrast of the two images invites the audience to embrace real versus fake in our lives.

Pedigree pet products have gone to the other extreme, harnessing the power of AI to generate overly cute images to tug on the heartstrings of the audience and highlight the plight of animals needing adoption. In one such advert, images of a dog named Tiny (a very small dog) were digitally altered and placed on a giant billboard for maximum impact.

Using Special Effects

Audible has installed a billboard that appears to be on fire and being attacked by a dragon as part of its This is The Story campaign. It uses LED lighting and emits smoke for added effect. The campaign’s idea is to showcase the power of listening and escapism.

Taj Mahal Tea has come up with a truly innovative billboard design idea—it plays music when it rains! The design is based on a traditional musical instrument with hammers that collect raindrops and strike the board to produce beautiful notes, which turn into unique music as the rain continues to fall. It is a truly inspirational installation that interacts perfectly with nature.

[CTA] Contact Face First Media today for inspiration and execution of your next marketing campaign. As one of the leading experts in tactical abilities and personalised service, let us increase your brand visibility with unique digital billboards to engage and motivate your audience.

Winter presents many opportunities to get creative with your marketing campaign. Targeting your out-of-home advertising campaign to winter themes can be a winner.​

Here are a few of our top ideas for making your marketing campaign stand out in the coldest part of the year and connecting with customers in cool (literally) and creative ways.

1. Use Winter Scenes

While South Africa is not known for its snowy terrain in winter, images of snow, winter activities, winter clothing, fireplaces and family gatherings can be used to good advantage. Products suited to this type of scenery include hot beverages, winter holiday destinations, winter clothing, home decor, indoor entertainment and home heating solutions (like heaters and electric blankets).

2. Highlight The Hot/Cold Contrast

Demonstrate the contrast between the chill of winter and the warmth or comfort that the product provides. For example, imagine a billboard divided in half – one side featuring a person bundled up against the freezing wind, the other side showcasing a warm, inviting room with a crackling fireplace.

3. Target Winter Events Or Activities

Winter in South Africa is a time for some fantastic community events. Think of local markets, national arts festivals, wine fairs, expos and more. Customise your out-of-home advertising to target popular events and happenings across the country. Whether you are sponsoring the whale watching festival or promoting the cosy rooms of your guesthouse, that angle can position your brand in the winter landscape.

4. Target Online Shopping Habits

People spend more time indoors during winter and will be scrolling on their phones much more. Tap into these habits by emphasising your online shopping options and how easy it is to have goods delivered to your door (instead of heading out in the cold). Winter specials, speedy delivery and hassle-free returns can all be highlighted

4. Frosty CTAs

Images are important, but providing prospective customers with a clear call to action will drive results. Whether you are prompting viewers to visit your website for special winter deals, download your app for exclusive winter content, or participate in a winter-themed promotion, a strong CTA ensures your audience knows how to interact with your brand.

[CTA] Contact Face First Media today for specialised out-of-home advertising expertise for your brand. As one of the biggest outdoor media owners in South Africa, we have the knowledge, skills and sites to get your winter promotions on the map.