Outdoor
When people are on the move grabbing their attention
can be that bit more challenging. Any outdoor opportunity
needs to be able to engage the viewer immediately with
a quick and memorable sales message or direct call to
action. Most large format billboards
are found in high traffic areas such as along the roadside
and present an excellent opportunity to target both
motorists and pedestrian traffic. Typically showing
large, witty and distinctive visuals will maximise use
of this type of poster.
The challenge with any poster campaign is to pinpoint
the type of audience you will be marketing to and create
a visual identity, which will maximise your awareness.
A poster design that contains a lot of information in
text format will work better on a station platform where
people have more time to stand and read it, this is
called ‘dwell time’. The same advert seen
while driving by at speed and at over a 100 feet away
will just be a blur and as such will be totally wasted.
Therefore it is vital that the creative design takes
into account where the billboards will be located and
how they will be consumed.
Alongside this is the consideration of the size of
poster being used in the campaign. Standard roadside
sizes include 6 sheets, 48 sheets and 96 sheets, with
the 96 sheet measuring 10ft high by 40 ft wide. However,
these are not the only sizes you can get and knowing
how each one can work creatively can make a huge difference
to how effective the ad is. A common mistake when designing
for posters is to look at the finished piece of paper
on your desk and not realise how that will translate
to something viewed from a big distance. Making a creative
design simple but effective is where we excel, with
over 20 years working in the outdoor
advertising market.
Ambient media products offer their own bespoke method
of advertising and therefore your creative needs to
be sympathetic to the medium. For example, advertising
on the back of toilet doors isn’t perceived as
entirely glamourous but you can target a very captive
audience with a sales message that can lead to a very
quick purchase decision – ie; buying an alcoholic
drink from the bar or booking a cab home, etc.
Our creative team have extensive knowledge is making
sure your outdoor creative works and translating your
sales message and corporate identity
design to other media choices like newspaper, radio
or TV. |
