Marketing Weblog: OUTDOOR MEDIA: NO LONGER THE LEAST IMPORTANT ADVERTISING FORMAT?

Outdoor advertising has always been the poor brother of all formats used in a campaign. However with an statistical approach this statement can not be considered true, at least in Spain.
Last year (2006) was the first one outdoor media coverage was ever measured. And EGM's results corresponding to '06 3rd quarter show that only TV (88,6%) and radio (55,9%) offer bigger coverage than outdoor advertising (50,7%%).

Outdoor media coverage happens to be of special importance in urban areas with populations over 50,000 inhabitants, where it gets to 77% for youngsters 14 to 24 years old.

Do you think it has to do with the new creativities that are been applied to outdoor ads in substitution of the traditional posters that didn't appear to catch walkers' and drivers' eyes so far?

As an example, have a look at the outdoor campaign targeted at MINI owners. In cities such as Chicago and Miami they have installed digital billboards who are able to receive identification messages from the MINI's passing by. As the car is tagged with information about the owner, the billboard is able to recognize the driver and greet him/her with a personalized message.

Another example: the transparent billboards Mustang is using to adevertise its speed cars: constructed from semi-transparent resin, they accurately blur the scene behind them regardless of day, weather, or season giving a sense of speed to the viewer.

What are your companies doing regarding outdoor advertisement? Are they using all the potential of this reborn format?

Comments

Hi Manuel!
It's surprising how big the coverage provided by outdoors advertising is. We tend to forget about this media in this era of Internet. I work in a Wweb 2.0 company and we have not even thought of it...

Hi, Toni!
How are you doing? I recall some post form you on the e-marketing community. Thanks for posting in this new one!
Both concepts -e-business and outdoor advertising- are not mutually exclusive... Think for instance of Vueling -a low cost air company closeley related to Internet which happens to be his first channel of selling- which has covere all Madrid subway network with outdoor ads:

http://marketing.blogs.ie.edu/archives/vueling.jpg

Best regards.

Manuel Angel Alonso Coto

Come on, everyone, any examples?
In order to estimulate creativity I'm posting a really impacting one from Mars myself...

http://marketing.blogs.ie.edu/archives/mars.jpg

Best regards.

Manuel Angel Alonso Coto

London is living a revolution regarding outdoor advertising thanks to old good cabs. No one should look for the traditional black Austin taxis when stepping out of Heathrow! Once efficiency of these campaigns has been proven, more than €4,000 a month per taxi are paid for a campaign. Look at the innovative designs!
http://www.taxioutdoor.co.uk/

No one should look for the traditional black Austin taxis when stepping out of Heathrow! Once efficiency of these campaigns has been proven, more than €4,000 a month per taxi are paid for a campaign. Look at the innovative designs!

Comments

Post a comment