In the open spaces of the city we are surrounded by outdoor advertising: signboards, billboards and pointers, and recently LED outdoor screens have become popular. It is almost impossible to build a walk route so as not to interfere with any of these components.
What is outdoor advertising?
A person who is not associated with promotion, is unlikely to name more than three types of such a way of delivering information. In fact, outdoor advertising is any textual, visual and graphic data placed on temporary and permanent structures that are mounted on buildings, free space, above the road or on it. An important feature is a small selectivity, that is, different types of audiences are exposed.
Outdoor advertising - advantages and disadvantages
The purpose of advertising messages is to attract the attention of potential customers. Among the existing varieties of such impact there is no ideal, each has its own limitations. If you want to use outdoor advertising, you need to know about its key features. Otherwise, it is easy to make mistakes and significantly reduce the effectiveness of the message.
Disadvantages:
- Short-term contact . The passer-by will hold his gaze on the sign for a few seconds.
- The mass . There is no possibility to influence the target segment, the message will be seen by everyone.
- Low concentration . People often pay attention to bright spots, but do not remember them.
- Negative attitude . Any advertising message is perceived as a stimulus, and the external one also spoils the appearance of the city.
- Conciseness . A large amount of information will not be perceived because of the fleeting contact.
- Complication difficulties . Outdoor advertising appears not only in the federal legislation, restrictions can also stipulate the local authority. Therefore, for its placement, you have to spend serious administrative resources.
- The cost . In addition to the costs of installation and production, which are not cheap, the company will have to spend money on constant monitoring of the condition of the structure and updating if it is damaged.
Advantages of outdoor advertising:
- Simplicity . The message is read without the use of additional devices.
- Obligation . Ignore or disable this ad will not work.
- Wide coverage . Effective when selectivity does not build in the first place.
- The maximum area . Large structures attract attention, and outdoor advertising gives the largest possible sizes.
- Scalability . Can be used for the local market, and if necessary expanded to the whole country.
- Recognition . When properly designed, this is a good way to claim a new product or brand.
- The cost . The creation of such advertising is expensive, but due to long-term one advertising contact is obtained by one of the cheapest.
Types of outdoor advertising
The number of formats and carriers invariably grows, so that the means of outdoor advertising can be divided into two large groups.
- Stationary media . This includes all the options that are in their place permanently. They are divided into those placed on buildings and separately standing. The latter have their own foundation or plot.
- Temporary funds . They do not have a fixed place and are exhibited for a certain period of time.
Light boxes - light boxes
It is a closed structure with internal lighting. The frame is made of steel, and the body is made of cellular polycarbonate, acrylic glass or PVC, less often banner material is used for this purpose. The image is made using a film color application or full-color printing. The front of the box is translucent, because the light is inside the lightbox. Placement of outdoor advertising of this kind is done using suspension devices, there are options for floor mounting.
Volumetric light letters
This kind is more complicated than others for manufacturing, but its color and representativeness is much higher. Outdoor advertising letters are different - there is a flat of PVC or metal, pseudo-volumetric and volumetric without lighting, but the most attractive are light volumetric. They look impressive in the daytime, and make the right impression in the dark. There are several technologies for their production.
- With internal illumination . The design is similar to the light box, but the shape is more complicated. They are made of an aluminum profile with a metal back wall and facial panels made of acrylic glass, closed with a vinyl film with light scattering effect. The end parts can be made of translucent plastic to get a softer glow. Inside the letters, LEDs or neon tubes are installed.
- With open backlight . Used for large-scale structures installed on walls or roofs of buildings. In this case, the absence of front panels makes the letters more vivid, and due to the considerable height, one can not be afraid of acts of vandalism.
- With the effect of "kontrazhur . " The back is transparent, the rest is made of metal. Inside is a neon or LED backlight. In the dark the inscription gets a stylish frame. The color of the metal part can be any thanks to the use of powder coating.
Information stand
Well-known from the Soviet times, bulletin boards were re-qualified in information stands, being able to keep their appeal to the audience. They can be inside and outside the room. Suspended installation, installation on a concrete block, table or legs are possible. Forms of outdoor advertising of this type are also different, most often there are options for a meter per meter and a meter for two. If necessary, periodically change the information the stand is supplied with pockets made of plexiglas A4 size (other sizes are possible).
Neon advertising
In the world it has been applied since the beginning of the 20th century, but in Russia it began to appear only in the 90s. Features of outdoor advertising of this type allow it to remain in demand these days:
- versatility - suitable for external and external designs, can be used for a wide range of temperatures;
- economy - energy consumption is low, the service life is 10-15 years;
- efficiency - attracts attention at night and in daylight;
- Effectiveness - about 100 colors are available, can be used as part of dynamic systems.
Advertising pillar
It is a folding double-sided billboard with an area of up to 1.5 square meters, located not more than 5 meters from the establishment. A relatively inexpensive and effective way for a company to notify about its services. Can be placed inside and outside the building, it is bilateral and one-sided, options are available with the ability to change information. The main advantages are mobility and durability. Creative outdoor advertising with the help of pillars is also possible, but this will lead to an increase in value.
Prizmatron
In this case, outdoor advertising is placed on a shield that is equipped with three-edged moving prisms. A film with a full color seal is glued to each side. As a result, three messages are shown in shifts (one company or different). The standard size of this shield is 3 by 6 meters, but other options can be made on request. More often The effectiveness of outdoor advertising of this type is provided due to the following points:
- Backlight - information is visible at any time of day;
- movement - attracts attention better than a static picture;
- three messages on one board - there is an opportunity to talk more about one product or increase the force of impact due to the different contents of each image.
Bracket panel
This one-or two-way advertising field with a lateral fastening, typical sizes - 1.2 to 1.8 meters, installation of larger structures is possible only if additional agreement is reached. It can be variants with illumination and without it, it is permissible to place blocks. The design is made of aluminum profile and galvanized metal, the information is applied using a self-adhesive film or banner fabric. Efficiency panel-brackets provide the following secrets of outdoor advertising of this type, which are not always noticeable at a glance:
- 100% view due to the location perpendicular to the flow;
- wear resistance - does not lose sight from water and the sun, at lamination it is reliably protected from mechanical damages;
- brevity - the advertising field is small, so only the most memorable information is located.
Roof installations
A very bright and effective way to designate your presence, is performed in the form of flat and volumetric images, with and without light. Companies that are interested in roof installation, advertising is needed mainly image, because they have long been known in the market and do not need its aggressive conquest. The cost of such structures is impressive, because it is required not only to make them, before the installation it is necessary to analyze the base, calculate the permissible load, and prepare an impressive package of documents.
Advertising on billboards
A stand-alone shield allows you to place your ad in large sizes, the standard is 3 by 6 meters. The first advertising billboard appeared in America about 100 years ago, then it was the usual ads on a suitable area. Now these are separate designs with 2 or 3 sides for advertising. The image can be applied to paper or banner fabric, many modern shields are backlit.
Outdoor advertising - banner
A graphic advertising image printed on a special fabric can be placed on the wall of the building. For this purpose, a continuous web or grid is used, which ensures light transmittance. Outdoor banner advertising is used to create an image or attract attention to the company's products. The variant is characterized by laconic design - there are no frames and heavy attachments. A large advertising field helps to make the message as noticeable as possible.