What Makes Good Outdoor

Creative

Outdoor activity is recognised globally as the most challenging yet rewarding creative advertising tool. At its heart is the ability for good creative to command total attention and cut through all other stimulae that surrounds a person in the outdoor environment.

More than any other medium, an Outdoor ad needs a big - yet simple - idea. The key thing to remember when writing copy is "less says more".Without an idea a poster stops being an ad and becomes a sign.

The elements that make up good creative are well established. Fundamental to the quality of the creative is the media weight, or number of panels and campaign duration, which are needed to achieve the desired communication. Research has proven; the more innovative, the more intriguing and perhaps the more humourous the creative execution of an Outdoor poster ad, the less media weight is required. Conversely, the more mundane or predictable the creative, the greater the media weight required. (Source: Mediacom, Canada).

Research conducted on Outdoor creative has revealed that:

• Single-minded, focused ads deliver more impact.
• Ads that have a positive thrust are more effective than ads that take a negative approach.
• Artwork illustration can deliver higher awareness than photography.
• Puffed-up product benefits lose credibility and hurt the ability to gain and retain attention.
• Type size and/or copy length is closely related to awareness levels. Readability is critical factor in effectiveness.
• Seasonality is not a factor in Outdoor. People are out of their homes daily on a year-round basis.
• There would seem to be no product or service for which Outdoor is not effective.

Media

Outdoor advertising at its best achieves direct communication with consumers;

• where they live, work, play,
• where they drive and shop,
• where they commute, and
• where they congregate.

With today's marketing strategies being driven by the consumer, who is being exposed to more messages than ever before, Outdoor is a proven medium in the mainstream media mix.

Outdoor is about delivering impact and awareness - it captures 'share of mind' and produces measurable results. No other media can match the impact and reach against the investment.

Outdoor can provide strong national exposure right down through to being at the retailer's front door. It can complement other mainstream media buys - catching the light TV viewers, those who listen to non-commercial radio stations and those who read business press.

When it comes to demographics, Outdoor, with its mix of product types and dedicated locations, can reach specific markets throughout the spectrum whilst still remaining the most cost-efficient of all the mainstream mediums.

Outdoor can provide:

• Broad market reach and high, efficient frequency
• 24 hours-a-day, 7 days-a-week presence
• Cost-efficiencies that are unachievable using any other mainstream medium
• Ability to reach markets and/or demographic profiles considered difficult or too expensive with other media
• A perfect strategic add-on/extension with other media activity such as television and radio
• A stand-alone advertising launch vehicle
• A reminder medium when other activity tapers off
• Communication to markets that other media cannot reach

As a stand-alone medium, Outdoor has been highly successful for major and local advertisers.

Whilst creative execution can determine the success of one medium over another, Outdoor has proven time and again that it provides strong market penetration and high sales results. Case studies are available from OMA members to support these results.

For advertisers, there are a number of Outdoor products that can be used, either in combination or stand-alone, to achieve market presence.

Production

Effective Outdoor advertising requires strong, high impact graphics, as a key element.

The advent of modern print technology and computer generated production has transformed the Outdoor industry with traditional processes having been either dramatically enhanced or replaced. Advertisers can realise a simple, streamlined process for signs produced to full photographic reproduction quality without major production costs.

Production processes available range from screen printing to computer generated large format painting systems, custom made mechanical designs, 3D cut-outs and sign board extensions.

Outdoor can ensure quality enlargements of any exciting creative concepts. Design elements, size and time requirements, as well as the number of posters to be displayed, will guide the final production decisions.

With many Outdoor ads now produced on "skins" the OMA has recently introduced a Tracking Key Number System. This system consists of code printed on the skin that can identify, and provides a ready reference source point for;

• Client
• Creative
• Site Type
• Sequence

The Tracking Key Number System allows easy storage and retrieval of material as required.

Production Options

Backlit, Neon, Holograms, Giant Video Screens, Live Theatre, Giant Product Models, 2 or 3 Dimensional displays, Trivision, Animated Neon, Computerised Message Displays, Custom Built Mechanicals, Reflective Materials, Screen Printing, Inflatables, Signwriting, Computer Generated Images.

Outdoor Medium or the Plant

Quality plant is part of the Outdoor equation. As urban planning issues and environmental considerations play a bigger role in today's society, so to has Outdoor adapted its place in the landscape.

OMA media contractors are constantly working to provide the most suitable presentation for advertisers and the public.

Extensive and ongoing investment effort is undertaken to:

• Develop new quality sites including the latest architectural values along with optimum illumination.
• Upgrade existing sites to a higher minimum standard.
• Landscape sites to enhance their role in the local environment.
• Regular maintenance of sites to uphold appearance.