Advertisers often get confused over making an effective outdoor campaign. Traditional views are always ready to suggest strong visuals, nice location and if possible interactive as well. But nowadays advertisers are looking for more.
The Outdoor Advertising Association of America commissioned a case study of more than 100 outdoor campaigns just to find out what more can be done, the selected cases go as far as 20 years back.
Following are ten lessons by OAAAC:
1. Confine your sites.
2. Use outdoor’s ‘dayparts’.
3. Embrace the voice of the neighborhood.
4. Try to find the power of one.
5. Invite out of home to partner with other media.
6. Market at eye level.
7. Try to project single dimension equivalent to three.
8. Distinguish the medium itself can be a message.
9. Appoint a 14 X 48 PR agent.
10. Break all the rules.
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