Outdoor Advertising...Yay or Nay?
Outdoor advertising can take on many forms. Examples might be billboards, park benches, vehicle wraps, city bus signs and the like. This type of advertising does have its place but must be done correctly. Traditional knowledge agrees that outdoor advertising is not a stand alone media. Rather, it is a support media that adds legitimacy to the balance of your campaign. However, billboards do have a couple of primary uses. One being price point advertising and the other being directional instructions.
A perfect example of price pointing comes from one of the top 3 burger makers in the US, Burger King. When Burger King puts their famous low calorie Whopper on sale for .99 cents, up goes a billboard with their logo, the price, a lovely image of the most succulent morsel to ever hit the sky and the simple copy of "Wow" or "It's Back".
Not very long ago I saw a great example of a directional billboard on University Ave. in Waterloo, Iowa. Located just below the billboard was a pasta establishment. The billboard read; "Giant Meatballs Inside" and had a great big red arrow pointing down at the building.
Granted Burger King has a ton a brand equity, and not everyone can have their restaurant located directly below a 14 x 48 foot billboard, but these are examples of how billboards are done right.
The bottom line to remember. You have 5 seconds or less to grab some one's attention and convey your message with a billboard. On a billboards or other outdoor advertising, less is definitely more. I have seen way to many bus benches crammed with so much information that you would have a hard time reading even if you were stopped at the light for the full duration.
If you decide to place some outdoor advertising, you need to know that there is a lot that goes into the selection process. Location, size, showing, illumination, vinyl vs. paper, cost per impression, total impressions among other things, are all items that need consideration. It has to be done well and done effectively to maximize your ROI. If you have questions or concerns about outdoor advertising, talk to a professional marketing company for direction and effective creative.
A perfect example of price pointing comes from one of the top 3 burger makers in the US, Burger King. When Burger King puts their famous low calorie Whopper on sale for .99 cents, up goes a billboard with their logo, the price, a lovely image of the most succulent morsel to ever hit the sky and the simple copy of "Wow" or "It's Back".
Not very long ago I saw a great example of a directional billboard on University Ave. in Waterloo, Iowa. Located just below the billboard was a pasta establishment. The billboard read; "Giant Meatballs Inside" and had a great big red arrow pointing down at the building.
Granted Burger King has a ton a brand equity, and not everyone can have their restaurant located directly below a 14 x 48 foot billboard, but these are examples of how billboards are done right.
The bottom line to remember. You have 5 seconds or less to grab some one's attention and convey your message with a billboard. On a billboards or other outdoor advertising, less is definitely more. I have seen way to many bus benches crammed with so much information that you would have a hard time reading even if you were stopped at the light for the full duration.
If you decide to place some outdoor advertising, you need to know that there is a lot that goes into the selection process. Location, size, showing, illumination, vinyl vs. paper, cost per impression, total impressions among other things, are all items that need consideration. It has to be done well and done effectively to maximize your ROI. If you have questions or concerns about outdoor advertising, talk to a professional marketing company for direction and effective creative.
Labels: advertising, billboards, marketing, outdoor
posted by Big Pappa @ 9:27 AM
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