Great OOH starts with the right location. Map footfall and traffic speed to estimate dwell time. For pedestrian zones, eye-level formats and murals work; for fast roads, use larger units with short copy. Check line-of-sight—avoid trees, poles, and sharp approach angles. Measure viewing distance and size typography so a headline reads in 2–3 seconds. Consider context: cafés, schools, stadiums, and transport hubs each have unique rhythms. Align day-parting with audience flow and weather (e.g., sun path and screen glare). Finally, combine placements across a neighborhood to create a dominance effect—multiple touches over a short walk or drive. Smart placement is the cheapest creative upgrade you can buy.