Open Media: Creating An Effective Outdoor Advertising Campaign

Open Media: Creating An Effective Outdoor Advertising Campaign

Open Media illustrates key steps a brand should take to design successful outdoor advertisements.

1. Location

Location is everything. Not only is it important to position your brand in front of a large number of people, it is crucial that an advertisement reaches the ‘right’ group of people. A successful brand will understand exactly who their audience is and where they are located.

For instance, OPEN’s Rolling Stones Banner Football uses location highly effectively. The Stones, who are performing at Manchester United’s Old Trafford stadium in June, have a premium banner positioned right outside the ground. Old Trafford holds a population of up to 75,000 football fans, which will naturally consist of a high proportion of the band’s demographic (35-60 year olds), convincing those who travel to the stadium for match days to consider attending the gig.

2. Branding

Recent research shows that over 50% of impressions made by an advertisement are within the first 1-5 seconds of a consumer seeing it. Therefore, a close affinity must exist between a brand’s identity, their product and the visual composition of the advert. In turn, allowing consumers to instantly associate an outdoor advertisement with a brand.

A company can maximise this standard of brand recognition by designing clear and legible copy. The following guidelines apply to all out of home signage (digital and static):
– A consistent aesthetic (colours, typography, graphics) across all campaigns.
– Large enough font that can be read from a predetermined distance.
– A clearly spaced font that is not over imposed or complex.
– Contrasting colour scheme to augment visibility.

3. Simplicity

It is often said that complexity is the enemy of good design, and certainly no exceptions are made in the advertising world. Within the short space of time that the human brain absorbs out of home advertising, it only has the ability to digest five to seven words. Therefore, an advert’s message must be clear and easy to understand with a single glimpse.

eBay’s most recent digital outdoor campaign was a simple yet effective promotion. The campaign utilised location-based data to create weather responsive messages that tapped into people’s buying habits. eBay’s senior marketing director Gareth Jones stated that the campaign portrayed the brand’s, ‘vibrant and colourful wares in a way that is responsive and useful and aligned with consumers’ mindset and surroundings at the moment.’

4. Creativity

Creativity is crucial when shaping a receptive, engaging and influenceable campaign.

Technological innovation, consumer interaction and humour are all inventive ways to generate a positive and long-lasting impact. An imaginative slant can undoubtedly bring a share-ability aspect to an advertisement, and if successful, can be a key factor in achieving a public conversation to take place around a brand’s new product or service.

Carlsberg’s ‘Probably the Best Poster in the World’ campaign in partnership with Fold7 was a clever way to reinforce the brand’s credibility and authenticity. The advertisement became an instant win, not only because it dispensed free beer for Londoners passing by, but because it was naturally shareable across social media. Although it is a risky strategy to attempt to create a viral campaign, it is a proven method to transform the aware consumer into a loyal customer.