With the rise of Internet advertising, sometimes marketers forget that the oldie, but goodie, out of home advertising can be a very effective way to reach consumers and create ads that are innovative and get people talking.
The outdoor industry has changed over the years, especially in the fact that there are now just a handful of operators. Although this is unfortunate for the local business owners and smaller operating companies, the monopoly does allow marketers to launch national and even international ads.
Some of the fastest growing avenues of OOH advertising include, architect designed street furniture, digital billboards, sci-fi mobile phone technologies and interactive billboards. But not enough credit is given to the billboard. It reaches the masses and simplicity really does grab the consumer. For the full AdAge article that celebrates some very simple but innovative OOH billboard campaigns, go to: http://adage.com/mediaworks/article?article_id=137345
This AdAge article also features 12 different OOH campaigns whose creativity is unmatched and gets the masses talking. These campaigns include Absolut Vodka, MacBook Air, Chevy Volt, The Economist, Gillette Power Fusion, Harrah’s Resort and Casino, Lowe’s, Maker’s Mark, McDonald’s, Pathfinders and San Francisco Zoo. For the slideshow of this work, go to: http://adage.com/images/random/0609/aao062209/
Do any of these campaigns inspire you? Are there any ideas you can take from these ads and piggyback on them to create something ingenius for your clients? I think there are a lot of times where we as agencies get stuck thinking one-dimensionally. The billboard does not have to be a flat, static image with “Buy Now” as the tagline. There are plenty of ways for homebuilders to present their new properties, via billboards, in a fresh, creative and interactive way.