Out In The Open - Attention Grabbers, India

OUT IN THE OPEN - ATTENTION GRABBERS

Outdoor advertising encompasses a large variety of tools, vehicles as they are called in advertising parlance. Although billboards are the first ones that come to mind, there is a lot more to this medium of communication than these large format visual arresters. A brief outline of some of the commonly used vehicles in outdoor advertising.

From chiseling messages on stone in the ancient times to state-of-the-art billboards and interactive displays, outdoor advertising has a come a long way. The fifteenth century invention of the printing press saw the origin of bill posting in Europe in the 1500s. And with the advent of lithography, in the nineteenth century, creativity in advertising took off. In fact the word billboard has its origins in the late nineteenth century practice of posting bills on wooden boards. Today, outdoor advertising covers a vast number of 'vehicles'. In addition to the billboard, mobile advertising, in-store displays, and displays in airports, sports arenas, and transit shelters; scrollers, translites, signages, etc. also come under this umbrella. Outdoor Advertising is so extensively used for the simple reason that it works.
Some tools of the trade
Mascots
Mascots are an incredibly effective, though underused, way to get people's attention. People feel an emotional attachment to a mascot, which to them personifies the company. And mascots can move from place to place. They can greatly enhance a company's presence at a trade show, for example.
Inflatables
Inflatables are another means, very effective, of advertising. They can be hot air or cold air inflatables. Made usually with a four-layer nylon fabric, and coated with urethane, to give it that glossy finish, inflatables are extremely eye-catching. They need to be of good quality of course, as there is nothing so off-putting as an unkempt or half-deflated balloon.
Hot air inflatables can be used to float above the business premises, cold air inflatables sit on the ground, and small ones can be suspended within the premises.
Canopies and tents
Canopies are not a very widely used tool, but tents are useful especially in out-of-office events. A canopy designates a space as special, and a customised one promotes a company. They work well in an outdoor sale, for instance. Canopy tents should not have any loose parts, and should be simple to put up without having to use any tools. In case it needs additional tools, they should be provided in the kit. The test of a good tent is the user's willingness to use it frequently simply because of it is a handy tool.
Magnets
Advertising messages can be given repeated exposure by using flexible magnets, a good and inexpensive way to advertise on vehicles, and even indoors. They are eminently customisable too.
Signage systems
Signage systems are quite useful in terms of the magnitude of visibility it can increase, given its penetrability even in remote areas. They do not require additional space and they also serve the dual purpose of announcing the name of the store as well as the advertisement. Called glow boxes by some, their lighting system is non-intrusive. Initially popular in aluminium, the contemporary ones are made from the much lighter, more attractive, and low-maintenance PVC. PVC, tough and durable in nature, does not require any nuts and bolts for fabrication. Sleek and very modern in design, many come with a built-in louver ventilation system that allows the heat to escape from inside the signage.
Signages are also rust proof and are available in various sizes, colours and designs tailor made to specifications.
Phone kiosks
With their strategic positioning in densely populated markets and their eye-level height, phone kiosks are a highly effective medium with a high recall. Illuminated advertising panels are attached to the sides and backs of freestanding telephone structures, aiming to capture the attention of pedestrians and motorists. The back panel catches the eye of the passerby on the other side of the road.
Aerial advertising
Aerial Advertising mostly comprises banners, but skywriting and skytyping is also available, of course. The effectiveness of aerial advertising lies, apart from the uncluttered space it uses in which to advertise, in the environment of advertisement itself. That is, as it is used mostly over beaches, and venues of sports tournaments, parades, conventions, etc., the target audience is in a more receptive mood as it is an environment of relaxation. It is especially useful in areas where other out-of-home media is non-existent. With a high average of around 200,000 impressions daily, depending on the location, it has high impact and massive reach. Aerial banners can be computer generated and produced in a variety of sizes to fit need and budget.
Billboards
Billboards, one of the largest outdoor formats, have already been discussed in detail. Billboards are primarily used for high impact and high circulation for many kinds of products and services targeting consumers within and between markets. They are also used for directional or selected geo-demographic coverage purposes.
Mobile advertising -- Bus sides
For the number of impressions made daily, bus side advertising is extremely high in impact and is also cost-effective. It catches the attention of not only commuters on the buses but also other motorists and pedestrians. With the bus travelling a specific route daily, the frequency of impressions is also quite high. And with many buses carrying the same advertisement criss-crossing a person's path, the repeated exposure adds to the impact. Bus sides are an important format, particularly in areas of new development and in communities where other outdoor tools are not available. The bus sides are available in different sizes, too.
Mobile advertising also encompasses other formats like vehicle decals, truck sides, van sides, vehicle wraps, taxi top signs, and even trucks that are solely for the purpose of advertising. This last has a system of internally lit double-sided panel that can be raised up by means of hydraulic scissor lift system to increase the visibility. As these vehicles keep on the move on the road, a large audience can be targeted. Especially useful in areas where hoardings are banned as this is also a very large format tool.
Street furniture
Illuminated 69"H X 47"W sidewalk display units are strategically positioned on the inner perimeter of sidewalks, facing outward from parking lots and building locations in high-density consumer areas like shopping malls, market places, entertainment centers, convention centers, etc. They are built low to the ground and are affixed to freestanding poles or stands, or attached to walls of buildings. Sidewalk Displays are a highly effective medium for reaching specific pedestrian and vehicular traffic. Tree guards, road divider panels, lollipops, etc. can also be clubbed under this category.
PRINTING INKS - bringing the ad alive
Johannes Gutenberg and printing technology cannot be separated from one another. The creator of the movable metal type printing press is also the one to have the path breaking inspiration of using linseed oil as the carrying vehicle for pigments or dyes, thus changing the entire world of printing. Gutenberg found that water-based inks were too fluid to print cleanly. Inks are not just plain and simple colouring matter. They are a composite mix of colorant, that is a pigment or dye; a carrying vehicle, usually petroleum or vegetable oils, solvents, or water; resin binders; and additives such as wetting agents, waxes, and driers. Inks are used not only for printing but also in paints, coatings and plastics. Of late, the volatile organic content and heavy metals present in pigments have raised issues of environmental safety. And so, more than five centuries after Gutenberg's discovery, water-based inks or those containing other environmentally friendly solvents are regaining favour.
Pigments, although not large in volumes in terms of imports and exports, are a large part of the costs. Within that, base items like carbon black is high in volumes but it is the more expensive specialty pigments like azos and phthalocyanins that make up the cost. These specialty pigments are used, in part, for creating specific effects.