Outdoor advertising companies must know some simple tricks to capture audience interest and create an instant connect – without overlooking simple points!
On the face of it, outdoor advertising is simple – it has an image, text, and contact details. So far, so good. But this same pattern is followed by print advertising – so how is outdoor advertising any different? The following are five facts that outdoor advertising companies need to know: 1 Not more than 7 words, please. Most advertisers don’t know this, but a first glance read at a billboard catches the attention if it is less than seven words long. A long opening sentence, followed by a paragraph, then an image and some more text…you’ve lost your audience at the first line! The rule of thumb for all outdoor advertising companies is: As less text as possible, with a powerful accompanying image that complements the brand message. 2 Generic fonts hurt your credibility. Using everyday fonts like Times New Roman and Arial will hurt your case in many ways – and they are all subtle ones. People use these fonts every day, and seeing a billboard using the same fonts tells them that the company is too lazy to try new fonts. Or that the company is too generic in its approach, and probably too generic with the product it is selling. This hurts your credibility in one fell stroke – or font. 3 Proof read carefully. This is really basic, but not proof reading your ad is simply ridiculous. It is basic human tendency to fixate on an error, so if there is a glaring typo in your ad, it will draw the eye at once. Outdoor advertising companies must be really careful about vetting the text for innuendos, cultural taboos and other mistakes. No amount of fancy art work or witty lettering will save your case if there is a silly typo sitting in the middle of it. 4 Break the rules within reason. It is all very well to disrupt the system to create a sensation. Regular disruption is needed so that fresh blood is infused in outdoor advertising. But never go overboard – human beings appreciate images they see with a pre-existing frame of reference. A totally radical concept that does not evoke any feelings in the audience? The outdoor advertising company has seemingly gained new ground while losing its audience. 5 Create a connect before adding a call to action. Every billboard is not necessarily a call to action. Outdoor advertising companies need to understand that the medium is often the message – there is no need to force feed a call to action to the audience if your ad is compelling enough. Devising a beautiful advertising campaign creates an emotional connect with the audience. Following it with ‘Call now!’ makes the audience feel like you think they’re too stupid to know what to do next.
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September 2016
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