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BEST PRACTICES
FOR EXECUTING ADVERTISINGIN OUTDOOR MEDIUM
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INDIAN OUTDOOR
ADVERTISING...
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continues to be disorganised
Fragmented ownership
over 1000+ contractors
relationship driven deals
Highly unregulated over 600 sizes
no rate cards
Clients conditioned by earlier mindset
low rates and speed of response are the only criteria for awarding
business
age old relationship with contractors
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yet a significant change
Better Organisation
- entry of specialist agencies
- networks supported by professionals
- single point outdoor centres Better Planning and Buying practices
- optimisation of media value
- competitive negotiated rates
Better Outdoor Measurement Tools
- selection criteria
- value for money
- pre and post evaluation planning analysis
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yet a significant changeBetter Presentation : Technology at its Best
Paintto a new vinyl look
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Mega-Rears with Contravision
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Special Builds
South Asias largest
spectacular.. 250x41
24,000 watts of
illumination
600 kgs of vinyl
weight
56 people employed
for installation
In just 7 hours
installation completed
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Turning Big into Better ! Building Wrap
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True Impact
Hydraulic display
turning heads at hot spots
Score board to Billboard
City Cab
A vinyl wrap
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Innovation in sync with the brand promise.
You just cant keep a Lacto King down
oving beyond Neon effect : -alo effect for Fido - Neon effect for 7up
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Outdoors turns heads! Fast.
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OUTDOOR INDUSTRY
GROWTH WITH INCREASING
DIVERSITY
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Outdoor every club in its bag
Travel Patterns
Flexibility of medium : Lead / Support / Ambient
: Strategic / Tactical
: Narrow / Broad Casting
Very public and high frequency
24 hour presence , 7 days a week - increasing illumination
Cost efficiency versus other measured media
The fastest growing medium
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Outdoor
Multi-channelTV
Outdoor a Good Value Medium
Mobiledevices
Cinema
Press/magazines
InternetTerrestrial
TV
Direct Mail
Radio
Eats time
Uses dead time
High costto consumer
Low costto consumer
Source: Henley Centre
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reating Effective Outdoor Advertising
Planning
Designing Memorable Advertising
Implementation
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Outdoor Accountabilitya leap forward
Portland Site Visibility
Visibility indices for billboards
Traffic Counts
Pedestrian and Vehicular Traffic Counts at traffic
junction / locations in the city.
Portland Evaluation Model
Plan Delivery
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Designing Memorable
Outdoor Advertising
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Creativity Matters
To get as much information, mood and persuasion into a
30-second film is remarkable; to get the same using atwo-dimensional static picture and seven words ismiraculous. Its the process laid bare and , when its
done well, its a delight
Andrew Cracknell
Chairman & CEO, Ammirati Puris/Lintas
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The Big Idea
Keep it simple
Use clean legible type
Type size
Colour
Involve the viewer
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The Best Approach?
Keep it Simple
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The Best Approach?
Keep it Simpleavoid clutter of message/colour
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The Best Approach?
Good Copy Legibility
Type and lettering style
- Subjective to the overall design
- Should be simple, clear and easy to read
from a distance
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Font StyleUse of capitals to be kept to a minimum - not easy to read
ESTABLISHMENTESTABLISHMENT
ESTABLISHMENT
Establishment
ESTABLISHMENTESTABLISHMENT
ESTABLISHMENT
Establishment
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L S i
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Letter SpacingKeep adequate letter space - Likely to merge when viewed from a distance
LOOKLOOK
LOOKLOOK
Letter Spacing
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Letter SpacingKeep adequate letter space - Likely to merge when viewed from a distance
LOOKLOOK
LOOKLOOK
L tt S i
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Letter SpacingKeep adequate letter space - Likely to merge when viewed from a distance
T F
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Type FaceHeavy type face becomes blobs when viewed from a distance
Fine strokes tend to fade away
Visibility
Visibility
Visibility
Visibility
Visibility
Visibility
T F
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Visibility
Visibility
Visibility
Visibility
Visibility
Visibility
Heavy type face becomes blobs when viewed from a distance
Fine strokes tend to fade away
Type Face
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Type Face
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Heavy type face becomes blobs when viewed from a distance
Fine strokes tend to fade away
Type Face
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F t T
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Happy
Happy
Happy
Happy
Font Type
Simplicity of type face -
Excessive contrast between
thick and thin elements are
likely to reduce legibility
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Font Type
Simplicity of type face
Excessive contrast between
thick & thin elements are
likely to reduce legibility
The Best Approach?
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The Best Approach?
High contrast
Hue (colour identity)
Value (measures of colours lightness and
darkness)
Contrast Colour
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Contrast Colour
Without contrast, colours blend
together
and can obscure the message
Contrast Colour
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Contrast Colour
B G R S
Blue-GreenA poor combination for
outdoor
Yellow-PurpleA good combination for
outdoor
18 Colour Combinations
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18 Colour Combinations
H H H H H
H H H HH
H H H H HH HH
The Best Approach?
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The Best Approach?
Involve the viewer
The Best Approach?
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The Best Approach?
Involve the viewer
The Best Approach?
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The Best Approach?
Involve the viewer
Creative Guidelines : Summary
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Creative Guidelines : Summary
Idea
Simple
Clean Legible Type
Few Words / Short Sentence
Contrast Colours
Single Dominant Element
Leverage Size
Involve the viewer
Pre-test the outdoor design
Better Presentation Creative
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Existing CreativeProposed Creative
Better Presentation - Creative
Better Presentation Selection
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Better Presentation - Selection
Better Presentation : Implementation
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Better Presentation : Implementation
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