Download Good morning ladies and gentlemen, and thank you for coming. My

Good morning ladies and gentlemen, and thank you for coming. My name is Zubakova Elena, I am a 3
grade student of Bauman technical university
Well, imagine that you can market you product or company within 5 seconds to your consumers. Do you
think it is possible? Yes, of course, you can do it through outdoor advertising. And this is the aim of my
presentation.
I’ve divided my presentation into 4 parts.
First, I’ll give some basic information.
Secondly, I’ll talk about the history of outdoor advertising.
Then, I’ll outline the six basic rules of billboard advertising.
Last of all I want to look at some interesting examples.
I plan to keep some time for questions after the presentation, but if you have questions that can’t wait, feel
free to interrupt me.
So, let me start.
Outdoor advertising includes various types of promotional displays, from highway billboards to transit
posters and arena placement, all geared towards communicating a message to the public. The message
might be to buy a product, take a trip, vote for a politician, or give to a charity. It might even be a public
service announcement. These forms may be pictured, written or spoken.
The most prevalent forms of outdoor advertising are billboards, street furniture, transit and alternative
forms.
Billboards are the predominant form of outdoor advertising. Technology has provided outdoor advertisers
with myriad options. Most recently, the liberal use of electronics with “outdoor” has created “spectacular”
billboards that are more like giant screen televisions, some even with sound.
Street furniture also provides very interesting options for out-of-home media usage. Some
of the most prominent forms of street furniture consist of bicycle racks, bus bench, bus shelters
advertising, kiosks and others.
Transit advertising options in outdoor media revolve around media on transit or places of
transit in airports and subway stations, as well as on buses, taxicabs, trains, etc. Advertising on
movable type media like taxicabs and trucks has been shown to provide high recall rates.
Finally, there is an “alternative” form of outdoor media that comprises almost all options
not covered in the above three forms. This is probably the fastest evolving category and includes
such options as trash receptacle advertising, airborne displays, digital displays, carton and cup
advertising, movie theater advertising and stadium and arena displays.
Now, I would like to give a brief history of outdoor advertising. It has been a highly popular method of
promoting products and services for hundreds of years, where shop owners would paint advertisements on
the sides of their premises. Printed advertising began in 1794 with the invention of Lithography, which
made it possible to create posters.
It wasn’t too long before people realised they could cash in, and the earliest known billboard rentals date
back to 1867. The first billboard was displayed at the Paris Exposition in 1889, and the format became
very popular for a variety of advertising needs, particularly circuses or traveling fairs, and later on the
outside of cinemas or theatres for movies, operas, musicals and pantomimes.
While outdoor advertising was common on buildings, fences or roadside billboards in local towns,
highways and ‘main’ roads were less popular sites. This all changed after the invention of Henry Ford’s
Model T (the first affordable car), which sold one million vehicles by 1920. Highways were found to be
subject to much higher usage once drivers began to dominate the roads, resulting in the
billboard reaching out to a larger audience. As soon as this was realised, roadside advertising really took
off.
Since then, billboards have become something we expect to see on our travels. However, over the years
there have been restrictions placed on advertising that has changed the nature of what we see or where
they are placed. When tobacco advertising became restricted, forbidding it to be promoted through
television advertising, the cigarette companies embraced billboards as a strong alternative until this too
was outlawed years later.
Now, we pass brightly coloured printed outdoor advertisements in so many innovative locations on a
daily basis. Traditional gable-ends, walls, fences, roadsides, buses and fields are still common, but now
we see ads on places such as bridges over motorways, on people (sandwich boards or handheld boards),
on roofs, on windows, on trailers attached to the back of a car… every outdoor surface can be turned into
a space for printed outdoor advertising.
So, let’s move to the next point which is how to make your advertising count. Here are six strategies to
ensure your billboard has the highest chance of being noticed, and more importantly, remembered.
1: For Billboards, Six Words or Less is Ideal.
Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six
seconds has been touted as the industry average for reading a billboard. So, around six words is all you
should use to get the message across.
2: Get Noticed, But Don’t Make Your Billboards a Huge Distraction.
Most of the time, billboards are aimed at drivers, bikers, cyclists or. This causes an interesting dilemma
for the advertiser; you want to get noticed, but you don’t want to be responsible for major, or even minor,
accidents.
3: This is Not the Time for Direct Response.
I’ve seen billboards covered in phone numbers and website addresses, knowing without a doubt that
99.9% of the people who actually read the billboard would not have called or logged on. A billboard is a
secondary advertising medium, which means that it’s ideal for brand-building and supporting a campaign,
but it just cannot do the heavy lifting.
4: Billboards Should Be Smart, But Not Too Clever.
A boring billboard will be ignored. A smart billboard will grab the attention and leave a lasting
impression. A billboard that’s trying to be too clever, well, it will get lost on the audience. As a rule, you
don’t want billboards to make people scratch their heads and wonder what is going on. Complex visual
metaphors are no good here.
5: The More Billboards, The Better.
One billboard is not cheap. But it’s also not very effective either. Billboards are a mass market medium,
but they need support. So, you want more than one, and you want as many eyes on them as possible.
6: Don’t Say It, Show It.
Get creative with your billboard ideas. A flat billboard is the standard, but it doesn’t have to be the norm.
You can go 3D, have moving parts, have people interacting with it and even have your billboard animate.
There is no reason that it just has to be a large, simple print ad. This is your opportunity to do something
eye-catching and memorable, so go for it.
What I’d like to show you now is some interesting examples of creative out of home advertising.
Penline Tape: Strong Enough to Support a Billboard. Penline must have felt pretty confident in their
product to actually demonstrate it in a billboard. If the tape had failed, the ad would have been disastrous,
but it worked well enough to win the ad a Cannes Lions 2007 Silver award.
Economist Light Bulb. Talk about a bright idea: this billboard by the Economist uses a motion sensor to
detect people walking beneath it, and the light bulb illuminates at just the right moment.
World’s First Edible Chocolate Billboard. The world’s first edible chocolate billboard didn’t last long.
Thorntons, a British chocolate company, unveiled an 860-lb, 14.5ft – 9ft billboard made with 10
chocolate bunnies, 72 giant chocolate eggs and 128 chocolate panels in London in 2007. The billboard
was consumed by shoppers within three hours of going up.
3M was so sure their Security Glass was unbreakable, they put a large stack of cash behind it and shoved
it in a bus stop.
I’d like to conclude my presentation by saying that there are a lot of benefits that traditional outdoor
advertising offers to advertisers and marketers but there are still numerous opportunities and possibilities
that are left to be explored. As newsprints, radio and TV advertisement continue to struggle on how to
overcome the digital age challenge and how to effectively engage consumers better, outdoor advertising is
flexible enough to adapt to the changing cultures of its consumers. In the rapidly changing world of
dynamic media you can be sure of one thing; out of home ads will be ahead of the rest.
Thank you for listening. If you have any questions feel free to ask me now.