When you are trying to build a brand, the bigger the better as far as promotion methods go, which is why big advertising works so well. Unlike other forms of promotion, Out Of Home advertising has not been affected too much by the recession. In fact, it is a growing and fast developing sector, with all types of large-scale advertising being more in demand now than ever.
Types of Big Advertising
The generic term big advertising is used to describe a wide variety of large format print as well as other forms of advertising display, including:
Billboards – Normally found on the side of motorways, in shopping malls and town centres, their sheer size and eye-catching designs means that billboards are impossible to ignore. This makes billboard advertising ideal for conveying marketing messages to thousands of drivers and pedestrians.
Posters –Probably the oldest form of advertising, posters have been used for over 200 years to promote events and products. They are still widely employed today to promote everything from films and tourist destinations to political parties. Poster advertisingis popular with advertisers because of their ability to reach thousands of consumers at a relatively low cost. Some iconic poster campaigns have become legendary, among them the ”Hello Boys” advert for Wonderbra and more recently the Littlewoods Mylene Klass bikini poster which stopped traffic in Glasgow.
Banners – Advertising banners printed on long strips of PVC can be used to promote new store openings, venues and local services. Their unique ability to target local audiences makes them indispensible to small businesses seeking to attract customers in their area. Passing travellers and tourists often rely on banners to find food outlets, accommodation, events and local attractions.
Building Wraps - These are the largest form of OOH Advertising, enveloping frontages and sometimes even entire buildings. They are printed on perforated vinyl mesh which allows the wind to blow through with our tearing the wrap or damaging the infrastructure. Major advertisers know that nothing beats a building wrapfor sheer impact. John Lewis, official department store provider to the London 2012 Olympics, covered its flagship store on Oxford Street in a giant building wrap depicting a Union Flag to show its support for the UK team.
Digital Screens - Large outdoor advertising display panels are becoming increasingly common, not only in venues and public buildings, but also in the street. Often used in conjunction with TV advertising, they can display advertising videos to engage audiences and increase recall and brand awareness. With developments in electronic technology, interactive digital screens may soon be able to offer passing consumers a unique personalised experience that will make them engage with a brand as never before.