Preparing outdoor advertising starts with two connected questions: what should someone understand, and where will they see the message? The production file cannot be finalised before the selected display and its requirements are clear. Gather the design inputs and the specifications from the placement partner before detailed artwork begins. This turns a vague request for an outdoor banner into a task that the designer, producer and placement partner can discuss together.
Clarify the location and viewing context
Ask the partner to describe the specific display and provide a current view of the location. Discuss its position, viewing direction, surroundings and display conditions. Establish whether the material is for a printed surface or a screen. Do not automatically assume one layout suits every display. Agree the location and placement period separately from the design work, including who is responsible for confirming those decisions.
Choose one primary message
Decide what the viewer should remember first: the offer name, a clear benefit or a specific invitation. Then choose the next step, such as making contact or finding a stated location. Build a hierarchy of the main message, supporting element and contact information. If several departments want to add copy, return to the campaign goal and identify information that the main message can do without.
Get the receiving partner's specifications
Request the current artwork requirements from whoever will accept the file: dimensions, orientation, delivery format and requirements for images, text and colour. For print, clarify preparation details and required margins; for screens, ask about accepting still or video material. The partner should supply the actual values for the chosen display. Keep one agreed specification so the designer, producer and placement contact work from the same information.
Check the source material and copy
Provide the approved name, current contact information, logo and available original image files. State the required languages and who checks the wording. Review the complete layout, then check numbers, addresses, word order and the readability of contact details separately. Where printed colour matters, agree the checking method and a suitable proof with the producer before final production, rather than approving the colour from one screen alone.
Separate approvals and responsibilities
Identify who approves the message, accepts the technical file, handles production and confirms placement. Agree the sequence and the point after which revisions need renewed approval. Send the final version with a clear name and approval status. Separately ask what evidence of completion the partner can provide, such as photographs of the actual placement and information about the agreed period, where that reporting is included.
What to gather before starting
- The placement goal and one main message.
- Partner information about the selected display.
- Current specifications for the delivered files.
- Logo, images, contact details and checked wording.
- People responsible for content, production and placement.
- The final approval process. Bring these inputs to Siteman to discuss the preparation work and required stages.