Following on in the theme of the ‘How to’ vein, I thought I’d touch on Outdoor advertising. This is one of my favourite areas of planning and buying because over a few years I’ve worked with a great buying house and they really do know what their talking about.
I’ve managed with the help of various media owners and brokers, to understand the detail of such an interesting medium over the last 6 years and that insight and the combination of large budget and smaller budget clients has enabled me to leverage the best deals for any client we’ve planned and bought for.
I read a great article on http://www.growingbusiness.co.uk, which put together their take on Outdoor advertising, and following is an extract on media buying using an agency or media buying company. This is an innovative and exciting area of ‘above the line’ advertising that in my opinion should not be ignored, the interesting thing is that as and area of advertising it is growing and diversifying, with stylish and hi tech creative. I’ve included some of my favourite campaigns in this blog which provide cross media comment and have done amazing things for the companies and brands who created the campaigns.
How do I go about it?
Multinational businesses work with advertising agencies. But, if your budget is limited to anything below £500,000 for a campaign, you may find it more cost effective to use a creative shop and an independent media buying company to decide how best to spend your budget. A creative shop can produce the mechanical artwork starting with a brief from you, followed by rough designs and photography, right through to the finished printed poster. A stylish, professional model can draw people to a poster in a highly compelling way.
If you are new to billboard advertising but have placed ads in magazines in the past, you might well be overwhelmed by the media buying process. It’s strongly recommended that you take the advice of a media buying consultant who in turn has contacts with poster broking firms. These brokers buy large volumes of media and can pass on the savings to you. The colours of billboard advertising A strong contrast in hue and value is essential for creating good outdoor design. Hue is the identity of colour while value measures a colour’s lightness or darkness. Contrasting colours are best when viewing poster designs from far distances.
There are 14 colour combinations that represent the best use of colour contrast for readability. The chart, which can be found at the OAA’s website, evaluates primary and secondary colour combinations taking these two variables into account.
