Outdoor Advertising - Be seen

Outdoor advertising is an incredibly flexible medium and allows not only for some highly targeted campaigns but also allows great creative potential. Unlike some forms of advertising, outdoor advertising doesn’t rely on your audience switching on or tuning in, it’s there and it’s in your face. Put your brand on the high street or on a train station platform and people will see it.

The key to successful outdoor advertising therefore is to ensure your message cuts through the noise and generates the best possible response. Effective outdoor advertising isn’t always the easiest thing to get right and it never fails to amaze us at how many advertisers get it wrong. As a general rule some of the following principles help to produce the best outdoor advertising campaigns; Use powerful and evocative images to grab people's attention, keep text to a minimum and make it concise and use contrasting colours so that it’s easy to read.

As you may expect, there’s a little more to it than that; in order to produce maximum impact, your ad should be tailored to make the most of the site and it’s environment. There is a leading principle in media planning around the concept of “Dwell Time”, this is the amount of time that your consumers actually have to take in the information in front of them and digest it properly. Being aware of this concept is essential for planning and executing an effective outdoor advertising campaign; for example if your advert is a poster at a tube station then your audience may have considerable time to view and digest the information, therefore you are able to incorporate more information. However if your ad is at the roadside then you may only have a few seconds to get your message across and it’ll need to be simple and effective.

Here at The TV Advertising Agency we have considerable experience in the outdoor advertising sector and understand the dynamics of different forms of outdoor media. Using this experience we help our clients to produce smart, cost effective solutions, We look after all aspects of outdoor ,everything from creative through to Media planning and buying, production and implementation. Finally we’ll analzse the results of the campaign to make sure that it has produced the best possible ROI for our clients.