Outdoor Ads: How to Keep Out of Trouble

Last Updated on Monday, 13 July 2009 12:23

Not too long ago, outdoor advertising was thought of as a static medium defined by billboards and lifeless
signage on highways, buses, phone booths and the sides of buildings. While the interactive nature of other
facets of advertising dramatically increased, outdoor was not believed to be a tool for actively engaging the
target and, short of incorporating some kind of lascivious or shocking content, creating memorability.

In a relatively short time, however, outdoor has caught up. Today's marketers can zap coupons, promotions
and all kinds of content to a passer-by's mobile phone using Bluetooth technology. Ads can respond to the
movements and gyrations of the pedestrian, causing them to not only notice an ad, but also to spend time in
front on it. Holographic and augmented-reality technology, like those recently introduced in street-level,
storefront displays are sure to capture attention.

As with any other segment of advertising, some of the strides made within the outdoor niche have been met
with controversy and opposition. The new technologies and tools available to marketers seeking compelling
and noticeable outdoor campaigns have also created challenges and landmines that need to be heeded so
as to avoid unwanted attention from angry residents or politicians looking to make a name for themselves on
the local news.                                                                                               

There are some fairly easy ways to avoid trouble:
Consider the neighborhood: Is it residential or commercial? Determine whether the neighborhood is more
likely to be quiet during the day and vibrant at night or the other way around. Think about noise sensitivities if
your display uses sound. Adjust the "live" hours of your display to ensure that it is not disruptive, but still
active during peak traffic hours.

Mesh with the neighborhood: You should also take into account whether the cosmetic nature of the display
not only meshes with the look and feel of the neighborhood, but also contributes to its aesthetic quality. If
you're not familiar with the neighborhoods, a good idea would be to speak with someone at an outdoor ad firm
who is an expert in the area so you can determine ahead of time whether your display is likely to cause any
problems.

Use technology properly: In terms of technology use, recognize that as useful as something like Bluetooth
can be for instantly connecting with a passer-by, it also could be annoying if used improperly. The teenager
returning from high school might love to receive, via Bluetooth, an offer to trial the latest kung fu video game.
But will the middle-aged stockbroker? Again, consider the general populace of the target neighborhood when
deploying a Bluetooth enabled feature.

Avoid repetition: Finally, ensure that you are not pinging the same person repeatedly since many people
often walk the same route each day and, if they are not interested in your promotion, they will not want it
offered to them time after time.

Keep things cool: A general note on deploying any interactive technology: ensure your feature, cool as it
may be, will not cause any kind of "freak out." Avoid anything that has the potential to startle an adult, scare a
child or even enrage a dog, such as loud sudden noises or unexpected movement. This is especially
important for displays that are active at night and in urban areas where most people are even more sensitive
to surprises.

The opportunities in outdoor continue to evolve, becoming more dynamic and exciting. But like anything else,
they must be pursued carefully and with respect for the surrounding environment to take full advantage of the
opportunity and avoid any adverse outcomes. And when pursued in this manner, the potential with outdoor to
engage the consumer in meaningful, active and creative ways has never been greater.