• Marketing Mag Website

  • Marketing Media Zone

Network Network

mediazone

advertising guide

brought to you by
brought to you by

Out Of Home advertising: Ready, Aim, Fire!

this article
  • Page 1 of 6
  • 0
  • 21

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

Advertise with us

University: appeasing the academics

Another challenging audience is the media wary 18- to 24-year-old university market. When tackling a group well-educated in the trickery of semiotics, advertisers must create campaigns that are cool, current and clear of condescension. For those that succeed, the rewards are twofold – today’s students not only possess more independence in purchase decisions, but have access to more funds than ever before.

“For many, it’s the first time they’ve had any real independence,” says Emma Bennetto, events and promotions officer at Melbourne University Student Union. “Some have moved out of home for the first time, and will be making their first real purchasing decisions with household items, entertainment and travel. Others live at home, work part-time, and have a significant disposable income as a result.”

The response to the campaign will differ depending on how fresh the student is to the campus world. “From our experience, first-years (particularly in orientation week) love freebies or trials of a product,” reports Bennetto. “International students show an interest in telecommunications and fast food. They also require bank accounts while at university, while others are furnishing empty apartments.”

Another advantage with this target market is its brand loyalty. “This audience appreciates brands that they know well,” says Anthony Xydis of Adshel. “Familiarity is a key signifier of quality and reinforcing top of mind awareness is crucial to impacting their brand decisions.”

Bennetto also recommends hosting an event as a powerful channel on campus. “An event with credibility, colour and noise, will get the students reacting positively,” she says. “But beware – students know when a 50-year-old in a suit is marketing to them.”

Kerry McCabe of Eye issues a similar warning: “This trendsetting, tech-savvy consumer segment spends a significant amount of time on campus and they are known for being high avoiders of mainstream media,” he says.

Airports: hitting high flyers

McCabe encourages those chasing long-term branding opportunities to consider signage in airports. “American Express, as an example, holds long-term promotional areas in airports,” says McCabe. Eye’s extensive airport coverage encompasses large format externals, internal backlit eyelites and wall mounts, and scrolling and digital displays nationally. Eye covers the business or leisure traveller’s journey, as they move from check-in and security, to the retail precinct, to departures and arrivals, right through to baggage collection.

Last year Optus embraced the benefits offered within the airport environment and sponsored a gate lounge for its small to medium business campaign. “Tailored Eye Fly products such as light projections and wall wraps were used to meet the campaign objectives,” says McCabe. “Optus staff interacted with passengers offering the opportunity to trial their new products online. Making great use of long dwell times and communicating the message to travellers willing to interact with products led to highly successful campaign results.”

Adshel is also a player in this OOH environment. “Coverage at Sydney International Airport provides a unique opportunity to reach the world’s top decision-makers in a captive environment,” says MD Anthony Xydis.

While the potential in OOH is patent, it is imperative to approach this medium with constant sensitivity to your chosen location. “One of the biggest challenges remains a lack of quality creative in OOH environments,” says McCabe. “Quite often, well-planned campaigns are poorly executed when creative is adapted from other media. OOH environments are unique and greater impact can be achieved through implementations that are created specifically for OOH.”

Be the first to have your say...

To have your say, login at the top of the page or register free and start commenting.