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?
Manuel Angel Alonso Coto