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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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While these tactics may seem to be just ‘taking the piss’, research attests to the overwhelming potential of this environment. According to an ACNielsen study commissioned by Ultimate Media, the bar environment has a total monthly traffic of eight million, or a reach of 59 percent of all people aged 18 to 39.

Public transport: on the right track

Fairfax’s Australian Financial Review has firmly targeted the corporate crowd through a long-standing OOH campaign with Adshel in the public transport environment. Anthony Xydis, marketing director of Adshel, advises marketers and advertisers to approach campaigns in this location from an all-encompassing perspective. “Commuters’ mindsets change depending on whether they are on their way to work or homeward bound,” observes Xydis.

“Commuters on their way to work are still waking up, bored, stressed, in their own world and planning the day ahead. Conversely, when commuters are on their way home they get a chance to relax and are more likely to be thinking about what’s for dinner, catching up with friends, fitness and getting back to the nest after getting through the rush.” In this context Xydis believes OOH advertising can be used to show understanding and sympathy or bring something refreshingly new to the commuter’s daily routine.

“Commuters are prone to impulse decisions – what am I going to eat? Where am I stopping off? What am I going to purchase?” says Xydis. “Therefore categories that benefit most from advertising in a commuter environment include FMCG, food and beverage and products available to the route trade, such as gum, newspapers, magazines and phone cards.”

Outdoor events: the grass is always greener

This is an environment that is invariably created from the ground up, which means that you are presented with a veritable blank canvas in terms of advertising space. Think laterally, put yourself in the muddy, grass-stained shoes of your audience and remember you already have a head start because this group’s state of mind is usually positive and ready to respond.

A product designed to heighten this positivity is the recent creation from Out-A-Box, a ground seat that comes with a table, drink holders and a parasol. The eco-friendly cardboard can be covered in the client’s colours, logo or tagline – a dramatic visual when you’re setting up an outdoor event with a sea of a 100 or more Out-A-Box seats. The products have been in the European marketplace for just over two years and on Australian shores for six months.

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