In my last post, I mentioned something called the “Newspaper Creative.”

So, what exactly does that mean?

When brands plan outdoor advertising campaigns, they design creatives — visuals that showcase their products, services, and contact information. But sometimes, they make the mistake of adding too much text and too many messages. That’s what I call a Newspaper Creative.

Outdoor ads aren’t meant to be read like articles. They’re meant to be seen and understood in seconds. Most viewers are in motion; driving, walking, or glancing from afar. So, when you overload your design with information, your message gets lost instantly.

A strong outdoor creative should be simple, clear, and focused on one key message.

Your design should guide the viewer’s eyes, not tire them out. Keep the words few, the visuals bold, and the call to action direct.

Because on the streets, you don’t have five minutes to explain,

you only have five seconds to make them remember.