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
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
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?
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