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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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“Banners on the perimeter fences are expensive and rarely noticed,” claims Tiffany Cowling, sales director for Out-A-Box Australia. “The audience is too keen to get in and have their ‘experience’ and too tired at the time of leaving. This also applies to stage branding – once the acts are performing, the audience is concentrating on them, not the surroundings. This is especially so at night.”

According to Cowling, the age bracket of 18 to 34 doesn’t want to be ‘advertised’ to; in fact they invariably find it offensive and intrusive. “Giving free drinks does not necessarily bring about recall. By interacting and giving them a gift that has a use and that they can re-use, we are reaching them on a level which says, ‘Let us do something for you’,” says Cowling.

The gym: joining the junkies

In an image-conscious space like the gym, the scope for advertising exists not only in the health food sphere, but indeed for any product endorsing self-improvement, from the automotive industry to cosmetics. “The size and growth of the fitness market ensures that advertisers are speaking to normal, everyday people who consider exercise a part of their daily routine,” says Michael Ryan, director of Active Media Group (AMG).

Clients already keyed into this, include big names like Samsung, Nivea, Sunsilk, Listerine, Colgate and Lynx. AGM currently operates on an integrated platform across everything from 1200 by 1800 fully illuminated backlit boards and A3 panels in change rooms, to mirror and floor decals and sampling.

Ryan argues that gym members are a group with such heavily scheduled lifestyles that this is often the only medium that has any real advertising clout. “People are in a heightened state of awareness whilst working out,” he notes. “Blood is flowing, they are thinking positive thoughts about themselves and this translates to a positive association with your brand.”

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