Ask for the final production specification before completing the artwork. A bike panel, bus side, roadside billboard and digital screen can all require different shapes, materials, file settings and approval processes.

Start with the message hierarchy

Decide what someone should understand first. That might be the opening of a local store, the date of an information event or a recognisable brand message. Put supporting detail in order of importance rather than giving every line equal emphasis.

Check whether the next step is realistic. A short web address, a named location or a clear event date may be more useful than a paragraph of explanation. If the viewer needs detailed terms or options, provide an appropriate destination for that information.

Adapt to the viewing situation

On a small screen, scroll the table sideways to compare every column.

The same campaign idea can be adapted across formats without reproducing the same file everywhere.

Printed artwork: confirm the production details

For our poster ad bike campaigns, print is charged separately from the operating package. Allow at least five working days for normal preparation. Approximately three working days may sometimes be feasible with a separately quoted urgency fee, but only after confirmation and never as a guaranteed turnaround. Tell us your requested campaign date and whether artwork or usable print already exists.

Get the dimensions, material, bleed, safe area, colour requirements and accepted file format from the booked equipment or media owner. Check the resolution of images at the required output size and supply logos in an appropriate format.

For replacement graphics, identify the equipment model and exact panel arrangement. Similar-looking advertising trailers may not use the same print size. For several local versions, use clear filenames and a location schedule so the correct artwork is produced and fitted.

Digital artwork: confirm the playback details

Our LED ad bikes use the same operating base as poster bikes, without the poster print cost or print lead time. Very few LED bikes are available, so dates must be checked. This does not mean instant availability, automatic artwork approval or free creative production. Confirm adaptation, approval, playback requirements and any production charges.

Get the resolution, aspect ratio, accepted file types, duration, frame requirements and safe area for each screen. Check whether motion and audio are allowed and whether there are rules for transitions, brightness or message changes.

If a campaign has several assets, identify which version runs where and when. A file upload does not itself confirm that an asset has passed approval or entered the playback schedule.

Check links, codes and campaign dates

Test the destination before sending the design for approval. Make sure the landing page works on a phone, matches the advertised message and allows the intended next step. If tracking parameters or a campaign code are used, test that they are recorded correctly.

A QR code should be tested in the intended viewing conditions. Do not assume that a small code on a moving display will be usable, and do not rely on it as the only way to understand the campaign. Include a suitable alternative where needed.

Check opening dates, addresses, offer periods and availability claims. Historical campaign photographs may contain old prices or dates; they are examples of past creative, not current offers.

Use a clear approval process

Name the person who signs off the content and the person responsible for production. Record the approved version and the date. The check should cover factual content as well as the file specification.

Before approval, confirm:

1. The advertiser, format, location and dates are correct.
2. All local versions map to the right placements or teams.
3. The main message remains legible in its intended setting.
4. Links and codes lead to the correct live destination.
5. Any image, logo or quoted material is approved for this use.
6. The final file meets the supplied production specification.

What happens if we need to change it?

Tell the campaign team as early as possible. Printed changes may require new production and fitting. Digital changes may still require checks, approval and scheduling. Confirm the cost and deadline rather than assuming a late change is included.

Send your campaign requirements and tell us whether you need a specification, adaptation of existing artwork or help producing new creative. Plan the campaign timetable alongside the design work.