DIARY: RANT

I am always impressed by the clever measurements produced by outdoor specialists and contractors to analyse the impact of poster sites. The result is ad campaigns targeted in a way not previously thought possible.

I am always impressed by the clever measurements produced by outdoor

specialists and contractors to analyse the impact of poster sites. The

result is ad campaigns targeted in a way not previously thought

possible.



This is largely due to demands made by advertisers, so it’s incredible

that, given such detailed intelligence, some of them blow it.



Posters are viewed for anything from one to eight seconds. Small text in

the top corner of a 96-sheet site on the A4 will not be seen. Similarly,

30 to 40 words and a map showing how to get to your HQ are a waste of

money. It is like measuring a room with a laser, then measuring the carpet

with your outstretched arms.



If the creative has not been designed to communicate effectively, there is

little point trying to identify the highest-impact sites. Better to buy

any sites and leave them blank - at least you won’t have the artwork

costs. Disappointing campaign results are often blamed on poor planning or

ineffective media. This is misguided. The medium works; the creative often

fails.



Here’s the remedy. Don’t spend two days with the ’artist’ explaining his

concept. Instead, show the mock-up briefly to a random employee - if they

’get it’, you’re fine. If not, start again.





Got something to rant about?



Call 020-8267 4718 or e-mail greg.hughes@haynet.com



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