The targeting and execution of outdoor campaigns can be difficult to master due to the sometimes overwhelming choice of locations and the different formats available.
Outdoor encompasses large formats such as 96 sheets, 48 sheets, 16 sheets, smaller urban 6 sheets, bus shelters, branded taxi’s, bus sides and bus backs, railway stations and airports as well as other ambient media formats.
Outdoor media can be utilised in a range of ways: from a powerful large scale branding tool, through to a signpost (or ‘directional’) to your business if sites are carefully selected at a local level. Sites can be selected simply to target difficult to reach and highly mobile commuters or niche groups, such as students or ethnic communities.
‘Ambient’ Media started to appear in British media jargon at the end of the nineties, but now seems to be firmly established as a standard term within the advertising industry. It is the name given to out-of-home products and services determined by some as Non-Traditional or Alternative Media. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combine it with an effective message.
Ambient advertisements are effective means at pushing a brand message in front of niche sets of consumers and can develop strong recall within target audiences by ambushing them unexpectedly. Ambient media can produce mass attention in centralized locations, or directly interact with consumers during normal every day activities.
There are many innovative (and some surprising) ways in which Media Wow can help you reach desired audiences. From pavement art to adverts on the back of payslips, from cinema foyers to petrol pump nozzles and from washroom walls through to golf driving bays.
Ambient can also include more ‘off the wall’ techniques such as projecting huge images on the sides of buildings, or slogans on the gas bags of hot air balloons.
The possibilities with ambient media are almost endless and it is a potentially great supplement to any media campaign.
Please get in touch either by telephone or via our sites enquiry form if you would like to discuss Outdoor & Ambient advertising in more detail.
