Traditional media have struggled to remain competitive in an aggressive environment that includes the threat of online. But outdoor has emerged unscathed due largely to the fact that big advertisers are seeing the benefits of this bold medium, while lesser players are leveraging the power of smaller format, high frequency placement.
Outdoor offers great value for money, and its ubiquitous presence keeps the brand top of mind. For time starved, traffic bound consumers, it provides quick and concise information. Outdoor has mass reach and while it’s not cheap, on a cost per thousand basis, it’s highly cost-effective.
Lyn Jones, marketing services manager of Clear Channel Outdoor, says outdoor plays a key role in any branding campaign worth its salt.
When is outdoor advertising most effective?
Outdoor is most powerful when used in conjunction with other media because it is in your face: you can’t switch it off and you can’t turn the page. The secret is simplicity. If you have an established brand, you can really get clever and just show your logo with a clever payoff line; if you’re building a brand, the exposure provided by outdoor can’t be beaten. Combining traditional billboards with other forms of outdoor media can have a dramatic impact on reach, frequency and awareness.
Outdoor is most successful when the medium itself becomes the message. Litter bins, for example, are one of the most under-utilised brand building mechanisms. Companies like Universal Paints and Barney’s have built themselves on litter bins. The greatest challenge in outdoor is good creative and clever copy, and marketers are still grappling with this.
What are some of the most effective outdoor media campaigns and why?
Coca Cola’s “Coke Side of Life” campaign is a winner. It’s dramatic and different and Coke has looked at outdoor in its entirety for this campaign, using media such as wall and building wraps as well as billboards.
Klipdrift’s “Met Ys” campaign is also highly successful and has got many people talking about it. The campaign has combined excellent creative, billboard size and location to produce a strong brand message.
What options exist for small and medium businesses?
Outdoor advertising includes billboards, posters, airport ads, bus signs, shop posters, stadium signs, bench advertising and more. Businesses with a limited budget should go for smaller format advertising. Outdoor gives them the opportunity to take ownership of a suburb or other geographically defined area for relatively little cost.
What are the costs involved?
The rental of outdoor space is a monthly cost and the more you buy, the more negotiable the price is. It’s a big cost, but compared with a full page newspaper ad, for example, it is great value for money. Production costs must also be factored into the equation, but depending on the media you choose this can be highly cost-effective as it can be used over again.
For more information, contact Lyn Jones at Clear Channel Outdoor on +27 11 348 1800