August 3, 2009
Out-of-Home Advertising: Big, Bold and Clutter Free
Consumers are constantly bombarded with advertising messages. Media opportunities are almost endless: television, cable, spot radio, traffic radio, satellite radio, newspapers, magazines, direct mail, e-mail, new media display, search engine, signage, podcast, mobile, text messaging, in-broadcast sponsorship, product placement, and the list goes on with the different types of inventory within each of these media types. However, there is one medium that is a consistent brand builder and product seller within each market the Leffler Agency incorporates into every one of its campaigns. The one true mass media influencer in today's environment is out-of-home advertising. Sure, some locations are being broken up with digital interfaces allowing multiple advertisers, but the truth remains that out-of-home advertising remains the only true mass media opportunity.
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Unfortunately, we often see the creative space not utilized in an effective manner and it takes away from the overall effectiveness of the medium. We see instances when the type is too small, there is too much copy, there is no call-to-action, too many images, the coloring is off, incorrect fonts are used and more. Seeing this type of creative makes us cringe because advertisers are losing more than they are gaining.
The Leffler Agency has compiled a list of the must-haves for your out-of-home (bulletins, 30-sheet posters, mall signage, transit) advertising.
- No more than three lines of copy.
- Use large images of the theme logo and player or coach.
- Use a concise call-to-action featuring phone, web URL or mobile text messaging program.
- The ticket selling board should explode with color and graphics.
- Show fans or stadium/arena in the background. This breaks down the barrier to purchase and says the product is accepted by the fans' peers.
- Use a limited number of images that are big and bold.
- Do not waste space identifying who the team is. The uniform and theme will it all.
- Avoid info-clutter at all costs. Out-of-home advertising communicates image and awareness. It is not used correctly with large amounts of informational copy.
Out-of-home advertising creative can effectively brand and move product when done correctly. Consumers only have so much time to view your message when driving 65 (or more) down the interstate. Following these guidelines you will surely help you communicate your message to them more effectively.
By Jason Snapkoski
Director of Account Services
EXAMPLES
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