Outdoor advertising at its best achieves direct communication with consumers;
- where they live, work, play,
- where they drive and shop,
- where they commute, and
- where they congregate.
With today's marketing strategies being driven by the consumer, who is being exposed to more messages than ever before, Outdoor is a proven medium in the mainstream media mix.
Outdoor is about delivering impact and awareness - it captures 'share of mind' and produces measurable results. No other media can match the impact and reach against the investment.
Outdoor can provide strong national exposure right down through to being at the retailer's front door. It can complement other mainstream media buys - catching the light TV viewers, those who listen to non-commercial radio stations and those who read business press.
When it comes to demographics, Outdoor, with its mix of product types and dedicated locations, can reach specific markets throughout the spectrum whilst still remaining the most cost-efficient of all the mainstream mediums.
Outdoor can provide:
- Broad market reach and high, efficient frequency
- 24 hours-a-day, 7 days-a-week presence
- Cost-efficiencies that are unachievable using any other mainstream medium
- Ability to reach markets and/or demographic profiles considered difficult or too expensive with other media
- A perfect strategic add-on/extension with other media activity such as television and radio
- A stand-alone advertising launch vehicle
- A reminder medium when other activity tapers off
- Communication to markets that other media cannot reach
As a stand-alone medium, Outdoor has been highly successful for major and local advertisers.
Whilst creative execution can determine the success of one medium over another, Outdoor has proven time and again that it provides strong market penetration and high sales results. Case studies are available from OMA members to support these results.
HAKA Beer Case Study - GOA Billboards
GOA Billboards, Brisbane, wanted to prove a point; the power of Outdoor. So they invented a fictitious product for the highly competitive beer market- there were around 25 brands of beer brewed and sold in Brisbane at the time. The rest is now history.
The media/marketing exercise that follows became the subject of school and university assignments and even made media news in Germany.
THE BRIEF
As the product category was already part and parcel of the Australian way of life, the decision was taken that the creative approach should be 'bold and humorous'. Many concepts were developed but it was eventually a copyline that gave birth to the fictitious product's name and its equally fictitious New Zealand origin - Haka.
OUTDOOR MEDIA PLAN
Market: Brisbane
Site format/Size: 24 Sheet Posters
Quantity of Sites: 50 - 25 illuminated, 25 non-illuminated
Campaign Weight: Medium
Period: 8 weeks, June - August 1993
Cost: $50,000 (Media)
Coverage: Broadcast (i.e. evenly spread around Brisbane locations) 45% of the Brisbane population was exposed to this campaign each day.
RESEARCH METHODOLOGY
Two waves of research were conducted at four-week intervals by Yann Campbell Hoare Wheeler. Each wave consisted of 300 face-to-face interviews, 50% male/50% female, 18+ year olds.
KEY RESULTS
When shown a photograph of the Haka billboard with the name concealed:
In wave 1, (after 4 weeks) 45% of the respondents recalled seeing the billboard, and of those 76% correctly identified the brand name that was missing as Haka. In wave 2, (after 8 weeks) 49% recalled seeing the billboard and of these 67% correctly identified the brand.
THE HAKA CAMPAIGN ACHIEVED:
- an overall awareness that grew from nothing to 45% in one month.
- 76% (representing 34% of Brisbane population) correctly identified Haka as the brand when shown the statement "Naturally booed in Australia".
- Higher recall achieved for Under 40's and professionals.
- When asked: "Where did you see the copy?" 86% (representing 29% of the Brisbane population) correctly named one or more actual site locations.
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