In a city like Melbourne where the streets are often chock full of people, it is important for brands to invest in outdoor marketing to gain visibility, awareness and affinity, especially those targeting end consumers. Depending on the objective of the advertiser, these can be highly brand-oriented without any calls for action or be tactical and hard-selling if they are focused on specific groups.
Due to the limited amount of time which one has to glance at them, outdoor advertising creatives and messages must be immediately impactful and to capture one’s attention in the blink of an eye. They should be easy to digest and readily appreciate by the (literally) man-in-the-street. Creatives that are too visually cluttered or that contain too clever messages tend to get lost in the sea of images, failing to resonate with one’s potential target audience in a highly competitive market.
I wonder if anybody will notice posters like these which are rather unceremoniously pasted onto a column. Most of them were downright tacky and the way they are certainly an eyesore in an otherwise beautiful city. The posters are also pretty self serving and look more like notices with information on them rather than serious attempts to reach the public.
While the location of these banners at ground level gives them an immediate advantage, the peeling walls on which they are placed isn’t exactly very aesthetically pleasing. Then again, perhaps the brand identity of these activities and events – grassroots-oriented, underground, edgy – mandate that they seek unconventional channels for advertising.
Another example showcasing the flagpole banners in action, this time of the recently concluded Melbourne International Jazz Festival. While the copy for these were easily read from ground level, the visuals used were less striking than the earlier example.
Here’s a tram stop poster advertisement with a marketing message that really hits home. It contains a highly relevant message in times of economic recession and the advertisers obviously know that their target audiences are more likely to take public transport than to drive.