Service 07 / Creative
Animated and Video Adverts
Motion graphics and short video built for LED billboards, where you have a few seconds, no sound, and an audience that is driving past.
Motion earns attention, but only if it is built for the medium
A digital billboard can carry movement, and movement is the reason digital outperforms static on recall. But billboard motion is not television and it is not social video. There is no sound, no skip, no second viewing, and the audience is usually behind a windscreen.
That produces a specific discipline. The spot has to work from any entry point, because nobody watches from the start. It has to hold a legible frame at every moment, because a driver may only see one. And it has to say one thing, because there is no time for a second.
We produce animated and video creative for LED sites across the network, in the exact resolution each screen requires.
What production covers
Concept through to a screen-ready file at the right resolution and duration.
Motion concept
What moves and why. Movement that serves the message beats movement added for its own sake, which mostly reads as noise.
Frame-safe design
Every frame legible on its own, so the spot works regardless of when someone looks up.
Logo and message anchoring
The brand and the core line held on screen throughout rather than revealed at the end, which most viewers never see.
Silent storytelling
Built with no audio track. Everything the spot needs to communicate is visual.
Screen-correct output
Exact pixel dimensions and duration for the booked site, since these vary across the network.
Rotation sets
Several spots for a campaign that changes through a season, loaded via content scheduling.
How a spot is produced
Brief and slot
What the spot must do, on which screen, in how many seconds. Slot length is a hard constraint and shapes everything.
Storyboard
Key frames agreed before animation, because changes are cheap at this stage and expensive later.
Animation
Built to hold legibility at every frame, with the brand and message anchored rather than revealed.
Review at scale
Checked at viewing distance and speed rather than only on a monitor.
Delivery and load
Exported to the screen specification and scheduled onto the site.
What works in billboard motion
| Do | Avoid | Reason |
|---|---|---|
| Hold the logo throughout | Reveal the brand at the end | Most viewers see only part of the loop |
| One message per spot | Sequential scenes with a narrative | No guarantee of watching from the start |
| Slow, deliberate movement | Fast cuts | Rapid motion is unreadable at distance |
| High contrast throughout | Subtle gradients | Screen brightness and sun wash out mid-tones |
| Legible single frames | Text that only makes sense in sequence | A driver may see one frame only |
Frequently asked
Can I use my existing TV or social advert?
Usually not as-is. Sound-led edits and fast cuts do not survive the format, but we can often rebuild the idea to work silently at billboard pace.
How long should a spot be?
Slot length is set by the loop on the site you book, commonly around eight to ten seconds. We design to the actual slot rather than a standard.
Is video more expensive than a static image?
Production costs more than a still. The media rate is the same, and recall is generally higher, so it tends to pay on longer campaigns.
Can I run different spots at different times?
Yes. Dayparting is standard on digital, so a morning and evening version can run on the same screen.
Works well with
Put motion on the road
Tell us the screen and the message and we will build a spot that works at speed, without sound.