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Out Of Home advertising: Ready, Aim, Fire!

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Kylie is the editor of Marketing magazine. To contact her, call +61 3 9948 4900

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The significance of your chosen location cannot be underestimated. It can carry relevance to your product or service; speak directly to a select demographic (thereby eliminating wastage), be positioned within close proximity to the point of purchase and can also represent an environment conducive to maximum frequency. “Environments segment the audience and the best environments create a connection with the audience,” explains David Lister, general manager – sales and marketing at Ultimate Media. “If the environment is a positive one, like a gym or a bar, the consumer has chosen to be there and is in a leisure time mindset; they are therefore open and receptive to messages and those messages carry the endorsement of the environment.”

Before leaping into OOH, examining your consumer in their chosen location is imperative. “Simply reaching consumers in the right environment doesn’t guarantee a profitable return,” warns Stephen Deane, strategic director at MindShare. You need to understand what content and contact offerings a brand requires to connect with consumers, he continues.

Bars and clubs: how to drink and drive sales.

The concept of communicating with consumers in a place in which they are most positive and relaxed has been taken to the extreme with a product called Wizmark. According to Luke Berry, managing director of Innovative Solutions Oceania Group, the 18- to 30-year-old male market can be resistant to most advertising. But what better way to speak to them than when they are captive at the urinal? A study on males conducted by the Amsterdam Airport showed that if there is something to aim at in a urinal, men will go for it. While in Europe, Berry first encountered Wizmark Talking Urinal Cakes, a device that activates an advertiser’s recorded message when urinated on.

Berry’s company decided to capitalise on the ‘urinal market’, and now offers a range of products from Wizmark to HAUB – heat activated urinal boards. “When using Wizmark or HAUB the advertiser gets around 45 seconds of undivided attention, which is supposedly the time it takes an average male to do a wee,” explains Berry. “They can’t really change the channel in the bathroom so to speak, so the message has a higher chance of getting delivered. Our research also showed that Wizmark becomes a talking point so it definitely has that viral component as well.”

The medium is expected to work best with alcoholic beverages. So far, Innovative Solutions has supplied products for Tooheys and Stolichnaya vodka campaigns. Tooheys jumped into the urinal with a campaign for Extra Dry Platinum. The affable urinal cake would announce: “Thank you for your excellent DNA sample. It has been sent to the Platinum testing facility for analysis. Please submit another sample after your next Tooheys Extra Dry Platinum. See you soon.” Innovative Solutions’ urinal products have also been used in bathrooms of bars in Sydney to promote drink spiking awareness, with the use of the medium achieving significant media interest.

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