Planning an Outdoor Campaign From Start to Finish

Don’t rush planning your outdoor campaign — it takes time. It’s not like digital ads that can go live in hours. Sometimes you’ll need months of preparation… but when you plan accordingly, you execute campaigns that deliver real results without that last-minute stress.

Here's exactly what's involved in taking your campaign from initial idea to live advertising that people see on the streets.

Lead Times and Creative Requirements

You need 8 to 16 weeks planning before you go live — more for premium locations like airports and major transit hubs. You’re looking at 12 to 20 weeks advance booking there, especially during peak season or major events.

Creative development should begin immediately after media booking. Most outdoor formats require high-resolution files at 300 DPI for print quality. Digital billboards typically need files at 72 DPI — but with specific pixel dimensions that vary by location. A standard 14x48 foot billboard wants print files at 168x576 inches. You’ll want 1920x1080 or 1080x1920 for digital versions.

Creative testing is crucial. It’s not easy to change outdoor ads once they’re live — it’s more cost-effective to get it right the first time. Test your designs at actual viewing distances and speeds — a billboard design that looks perfect on your computer screen might be completely unreadable from 300 feet away while driving 60 mph.

File delivery deadlines are typically 2 to 4 weeks before campaign launch for print formats, and 1 to 2 weeks for digital placements. Missing these deadlines can delay your entire campaign or force you into expensive rush production fees.

Technical Specs and Approval Processes

Every outdoor format has specific technical requirements that must be followed exactly. Transit advertising often requires flexible vinyl materials that can withstand weather and movement. Mall ads might need fire-retardant materials to meet building safety codes… and street furniture ads usually need UV-resistant ink so it doesn’t fade in the sun. Make sure you know the requirements.

Color profiles matter more in outdoor advertising than digital. Monitors show color differently — what looks great on your might appear dull and washed out in outdoor lighting conditions. Always request color proofs and approve them under actual lighting conditions when possible.