Social Media Creatives Don't Work for OOH, Says Araújo

Rodolfo Thomé Araújo, commercial director at MOVI, joined Bruno Gimenes on Marketing - The Podcast to discuss the common pitfalls of repurposing social media creatives for out-of-home (OOH) media. The full episode also explores broader trends across advertising and urban media.

The fundamental difference between mobile consumption and roadside display exposure comes down to attention span. In digital environments, users hold and control the screen, whereas in traffic, visual contact happens in mere fractions of a second. "When we talk about the street, exposure time is just seconds, right? So on major avenues where the average speed is 30 to 40 mph, you only have seconds to notice the brand," highlights Araújo.

Because of this speed, long copy and small typography lose all legibility in urban environments. Environmental factors like ambient lighting and direct sunlight make directly repurposing digital assets unfeasible. According to Araújo, "it doesn't work to take a creative asset that performs well on digital—whether TikTok, Instagram, or search—and adapt it for OOH, because it probably won't work, it just won't work."

Designing for outdoor screens requires high contrast and a sharp focus on a single primary call to action that can be read instantly. As Araújo points out, "you might have an ad with a specific color palette that provides zero visibility on the street," forcing brands to develop visual assets specifically tailored to the unique dynamics of OOH from day one. In the video above, you can watch the full discussion on urban audience behavior.