How do we feel when we pay attention to outdoor advertising? Irritation or interest? Do we notice signs and cityboards at all?
In today’s world, space is increasingly shrinking to the size of a smartphone screen. Even on the go, a person doesn’t take a break from the online community until they are struck by a truly immersive view.
According to Warc statistics, successful companies allocate 13% of their media budget to outdoor advertising. How to create such a design of advertising posters, which will not leave indifferent not a single passerby or driver?
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Why is the use of outdoor advertising still relevant in 2019?
Every merchant and manufacturer wants to draw attention to their product. One way remains outdoor advertising. Signs, posters, street callers told about new products, quality exclusive goods, justified its cost. Passing by a potential customer would remember the catchphrases, the bright chip, the new name and come back for the purchase.
Today, advertising utilizes a variety of channels: media, the internet, soundtracks, and podcasts. They all reach a growing audience, but have a number of disadvantages that for outdoor advertising become advantages.
Order advertising design services from KOLORO, we will come up with a communication strategy and propose an advertising concept.
The merits of outdoor advertising:
- placement is possible where media coverage is reduced (along highways in remote areas, for example);
- you can’t turn off those ads;
- advertising banners take up large areas and are eye-catching;
- advertising can be placed directly with the product, which increases the acquisition rate.
Impressing the modern buyer is not easy. He’s picky and his attention is diverted by dozens of the most important things. Nevertheless, thoughtful and quality outdoor advertising can cause him delight, surprise and genuine interest.
For example, a Sprite ad campaign offered customers a refreshment right outside, mimicking a giant vending machine for the drink. It is difficult to remain indifferent to such creativity. Passersby took photos and posted their positive feedback to the media, increasing both the audience reach and the influx of customers.
So what should outdoor advertising be like to improve the customer’s mood and motivate them to buy?
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Rules of out-of-home advertising: design tips
There are a few rules of thumb, adherence to which invariably works to increase the influx of customers.
Design of outdoor advertising structures: explaining the benefits
Think about what problem your product solves for the customer. Spread the word so that the customer will always remember who to contact. For example, Honda marketers creatively demonstrate the car’s roominess.
You can order a digital campaign at KOLORO. we offer services of setting up targeting and contextual advertising.
Advertising design: shorter, sounder, brighter
The passerby doesn’t have time to read long explanations. Choose simple slogans no longer than 7 words, and don’t forget a contrasting background for readability.
Formula Tooth Care chose a three-word slogan, “builds strong teeth,” but placed it on a billboard with a talking image.
Outdoor advertising design: make the most of the space, be big!
In cities, where houses are getting taller every year, and in open spaces along roads, small-sized ads will simply dissolve. Large roof structures like Coca-Cola’s can be used.
Consider the area in which you intend to place the advertisement. The environment itself may suggest an idea for a creative solution.
The Lego company’s lightbox invites the customer right down the road to use their imagination and visualize the amazing world of the constructors.
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Outdoor advertising trends in 2019
What new things does 2019 bring to outdoor advertising design?
- Cost Increases. Advertising holding IPG Mediabrands predicts advertising budgets to grow by more than 7%, with outdoor advertising’s share rising by 6.5%. This is due to the involvement of new materials and technologies, the use of new creative approaches.
- Use of video ads. It will provide high market reach and increase brand awareness in as little as one and a half to two months.
- Installation of unusual designs with special effects, new materials. For example, advertising using sequins is gaining popularity.
Signage design with sequins
- Caring for the environment, placing structures without harming the environment and using ecological materials. For example, JCDecaux Group, the largest advertising corporation, is prioritizing the transition to green energy as early as 2022. Citylights and lightboxes produced by the company use LED-technology. The company is reducing the use of non-environmental elements.
- Combining technology and outdoor advertising. Noticing an interesting advertisement, the user enters the query into the search engines. This is where geolocation works, allowing you to find a product or service as accessible to the customer as possible, and the seller’s site, revealing new product features to the user.
Also of note is the continuing trend of outdoor advertising and social media interaction. Successful and eye-catching street ads are potential backdrops for selfies and raw material for posts.
Read also: Creating a digital strategy: a guideline
The best outdoor advertising in marketing campaigns 2018: digest
Based on the key rules of creating and placing outdoor advertising, combining them with new creative solutions, companies achieve product attention, social media reactions and increased sales.
Whose promotional campaigns are we most remembered for?
Netflix’s “Visible Carbon” series: ads on bus stops
Bus stops in Los Angeles advertising a new TV series about the triumph and decline of technology shocked passersby. Mannequins in plastic, made as realistically as possible, replicated human breathing and undoubtedly fueled interest in the project. Netflix doesn’t disclose audience figures, but the series was quickly renewed for a second season – a sure sign of good viewing figures.
Twitter’s flagship account
The company has placed outdoor ads in New York City featuring the account’s actual tweets. Showing the ease of communicating with the flagship on a huge screen, Twitter saw a 14-fold increase in replies to messages.
McDonald’s and road signs
The company laid out the shortest path to the restaurant for its customers with “signposts” made from enlarged portions of the logo. The McDonald’s logo is known to consumers and is readable even when broken down into parts that indicate a turn in the right direction for the restaurant chain.
You can order an advertising campaign that will be remembered by consumers at KOLORO. We’re close by)
KitKat “shut down” at Earth Hour
Keeping in line with the eco-friendly trend, the company created a board depicting a stick of chocolate as part of an electrical circuit. During the Earth Hour power outage, the candy bar would break and “open the circuit.” The slogan urged people to join in and “unplug for the Earth.”
Advertising design: the bottom line
New approaches to the embodiment of advertising are yielding worthy results. Before you make a series of promotional posters, breathe new modern ideas into it.
KOLORO Agency offers to create memorable and effective outdoor advertising together. You can order a promotional poster or stretch, extender or billboard. Our designers will treat your product with respect and interest and combine their creative ideas with the latest trends in the world of outdoor advertising.
KOLORO interacts with manufacturers and you won’t need to waste time and pick up a company that will translate the design into a finished sign or banner.
