u/Greg_Benatar

To the marketers and media buyers here, I’d like to get your perspective.

What does a good Out-of-Home brief actually look like to you? From what I’ve seen, a lot of briefs lean heavily on formats, locations, and budgets, but miss some of the fundamentals. There’s often very little around audience mindset, context, or what the campaign is actually meant to do. And it tends to show in the final output, especially when creative gets designed in isolation rather than for the environment it lives in.

Maybe I’m being a bit too critical. But are others seeing the same, or am I off base?

For me, Its the overloading of the space. If its not too much copy, its weak visual hierarchy, or no real thought about how the placement context affects visibility and impact. It often feels like the execution is designed in isolation, instead of being built for the scale, context, and pace of the medium. Its a little frustrating i won't lie.

Is it just me or am I being a bit too harsh?