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Total Exposure

Global advertising visionaries have predicted that outdoor advertising is set to boom.

Monique Verduyn

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Traditional media have struggled to remain competitive in an aggressive environment that includes the threat of online. But outdoor has emerged unscathed due largely to the fact that big advertisers are seeing the benefits of this bold medium, while lesser players are leveraging the power of smaller format, high frequency placement.

Outdoor offers great value for money, and its ubiquitous presence keeps the brand top of mind. For time starved, traffic bound consumers, it provides quick and concise information. Outdoor has mass reach and while it’s not cheap, on a cost per thousand basis, it’s highly cost-effective.

Lyn Jones, marketing services manager of Clear Channel Outdoor, says outdoor plays a key role in any branding campaign worth its salt.

When is outdoor advertising most effective?

Outdoor is most powerful when used in conjunction with other media because it is in your face: you can’t switch it off and you can’t turn the page. The secret is simplicity. If you have an established brand, you can really get clever and just show your logo with a clever payoff line; if you’re building a brand, the exposure provided by outdoor can’t be beaten. Combining traditional billboards with other forms of outdoor media can have a dramatic impact on reach, frequency and awareness.

Outdoor is most successful when the medium itself becomes the message. Litter bins, for example, are one of the most under-utilised brand building mechanisms. Companies like Universal Paints and Barney’s have built themselves on litter bins. The greatest challenge in outdoor is good creative and clever copy, and marketers are still grappling with this.

What are some of the most effective outdoor media campaigns and why?

Coca Cola’s “Coke Side of Life” campaign is a winner. It’s dramatic and different and Coke has looked at outdoor in its entirety for this campaign, using media such as wall and building wraps as well as billboards.

Klipdrift’s “Met Ys” campaign is also highly successful and has got many people talking about it. The campaign has combined excellent creative, billboard size and location to produce a strong brand message.

What options exist for small and medium businesses?

Outdoor advertising includes billboards, posters, airport ads, bus signs, shop posters, stadium signs, bench advertising and more. Businesses with a limited budget should go for smaller format advertising. Outdoor gives them the opportunity to take ownership of a suburb or other geographically defined area for relatively little cost.

What are the costs involved?

The rental of outdoor space is a monthly cost and the more you buy, the more negotiable the price is. It’s a big cost, but compared with a full page newspaper ad, for example, it is great value for money. Production costs must also be factored into the equation, but depending on the media you choose this can be highly cost-effective as it can be used over again.

For more information, contact Lyn Jones at Clear Channel Outdoor on +27 11 348 1800

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

Advertising

Consumers Don’t Have An Attention Problem. It’s Just That Your Advertising Isn’t Very Good

With so much media available to consume, quality matters more than ever for ads.

Brendan Gahan

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If a brand releases an ad and no one sees it, is it still called “advertising”?

People have more tools than ever before to skip out on ads entirely. More than three-fourths of the people in North America engage in automated ad-blocking, and 10 percent of them block ads across four kinds of media or more, according to Deloitte. Much like the question of trees falling in forests, what good is a brand’s message at a time when people generally don’t want to hear its sound?

Ad units are shrinking in the wake of ad-blocking technology, but human attention span remains unchanged. Today’s consumers are surely more distracted than any previous generation, so they guard their attention spans more mercilessly. When advertisers can successfully command that attention for a minute or two, it means the consumer is watching an ad for the same reason he or she binge-watches Stranger Things on Netflix: The ad has managed to present itself as relevant or vital to the viewer. It wins every time.

Just 10 years ago, Gillette dominated the razor blade market. Its ads were comfortable, predictable 30-second units that reminded everyone of something they already knew: You need razor blades on the regular, so you might as well buy Gillette.

Related: Advertising Consulting Business Plan

But, the market had to reorganise itself with the appearance of Dollar Shave Club and its distinctly off-the-wall messaging. The notorious startup used quirky 90-second ads to spread its word online, presenting itself as unignorable by comparison to the competition. Even though we live in a time when people can skip ads, block ads and avoid ads, Dollar Shave Club’s marketing won major viral attention. It didn’t exactly kill Gillette’s Goliath, but it sure made Goliath sweat.

The lesson here is that people don’t hate all ads, they just hate the crappy ones. The bar for perceived quality in advertising is so low these days that many choose not to engage with anything on principle alone. People even close web pages they want to visit when the page auto-plays a video ad. When job number one of the advertiser is to interest consumers, it’s never been easier to annoy them.

Far from the rise of the six-second ad unit, there’s strong evidence that people generally want long-form content.

Ooyala reports that long-form video content consumption is up 30 percent from last year. Instagram used to be all about sharing individual photos and short videos, but now with the launch of IGTV supports 60-minute videos. The most widely subscribed YouTuber, PewDiePie, regularly posts 20-minute-long videos to a community of millions of fans. Joe Rogan’s podcast blends comedy, politics and philosophy for two to three hours at a stretch, and is one of the most popular podcasts on the internet.

People can, of course, handle stories and follow them over time. It’s one of the defining characteristics of humanity. But, there are so many stories competing for our attention nowadays that we are extremely selective about which ones we let into our lives. If any of these opt-in narratives will come from advertising, those ads must first run the ad-blocking gauntlet, then be immediately relevant and spectacular to the consumer upon arrival. The bar for perceived quality in advertising these days is actually quite high.

Related: 9 Strategies For Memorable Advertising When Your Audience Is Chronically Distracted

But, there is meaningful assistance on your way to clearing it. Social listening tools trawl the internet to learn what’s being said about and around different brands. With help from a company specialising in consumer insights and some Nielsen data, brands can better learn who their customers are, what they love and what they don’t love. This is key information in designing a vital, relevant message. In simplest terms, a brand must know its audience. The marketing needs to reflect what the audience is interested in, not what company leadership is interested in.

From there it’s only a matter of iterating and optimising. The great thing about digital advertising is that you get feedback instantly. You can iterate a campaign to make it better. Simple tweaks in copy, reframing key ideas and A/B testing can help make your campaign truly great.

Otherwise you run the risk of a mediocre campaign and a wasted media spend. No one wants to hear that sound.

This article was originally posted here on Entrepreneur.com.

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Advertising

6 False Advertising Scandals You Can Learn From

Don’t stretch the truth the way Volkswagen, New Balance, Airborne, Splenda, Rice Krispies and Red Bull did.

Jayson Demers

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New entrepreneurs are often tempted to exaggerate what new products or services are capable of. No wonder: Presented to a powerful investor, a stretch of the truth just might help land that series A funding.

And, less seriously, a bit of marketing flair or showmanship, in many cases, will help an entrepreneur accomplish his or her without many repercussions.

But, in other cases, if you’re that entrepreneur who is caught deliberately misleading investors or consumers, you could face false advertising charges – and the ruin of your brand’s reputation. Consider these six examples:

  1. Airborne
  2. Splenda
  3. New Balance
  4. Rice Krispies
  5. Volkswagen
  6. Red Bull
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Forget Everything You’ve Heard — Fear Doesn’t Sell

If consumers associate your product with fear, they may not have a strong connection to your brand.

Scott Brown

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Sixty percent of Subaru owners have dogs. So in 2008, when the company decided to sponsor Animal Planet’s Puppy Bowl, it made a major break from previous advertising campaigns — ones that showed drivers with other cars getting stuck in the snow, for example. Alongside a pledge to donate $250 to charity for every car sold, the company began to understand how to appeal to its core audience through their own interests — and how those tied together in a Subaru.

Since 2008, the company has been running a campaign called “Love,” one that brings together all the attributes that Subaru is known for — including safety and reliability. Instead of talking to customers by telling them all the bad things that will happen if they don’t drive a Subaru (e.g., getting stuck in the snow), the company began speaking in a more positive language — including bringing furry friends along on drives.

For many, the instinctive approach toward marketing is to tell an audience why they have to buy your product. Bad things will happen otherwise, and yours is the best in market. The others won’t help you reach your goal. The problem with that logic is that it doesn’t take into account the impact of brand image on product marketing. Sure, you might skid in the snow without a Subaru, but you need to think positively of the company as a whole if you’re going to be drawn to its products in the first place.

Related: How do I know that my product is market-ready?

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