Skip to main content

You are here

Out of Home Advertising, Page 4

Measuring effectiveness

Media measurements are calculated in Daily Effective Circulation (DEC). This is the average number of people who could potentially see the advertising. Non-illuminated boards are measured for 12 hours, 6am to 6pm and illuminated boards are measured for 18 hours, 6am to 12midnight.

Ask for the DEC for your specific audience demographics - age, gender, etc. Also ask for any lifestyle information the company may have about your audience. 

Remember, as with all outdoor advertising, before you buy make sure you --  or a trusted member of the staff --  does a "ride" with the rep and checks on all aspects of the potential and alternate boards.

Ask these questions:

  • Do you have a clear view of the board?
  • Are there any buildings, trees or other signs in the way?
  • Will you be able to read the board from the other side of the street?
  • How far away will you be when you see the board?
  • What other advertising is near the board or on the other side of a double bulletin?
  • How many words can you read on a board going 30 mph? 40? 50? 60?

Height of the letters and the number of letters that can be read vary widely at different speeds. For example, If you are on the highway going better than 60 mph, you will be unable to read more than five or six words. The rule of thumb is this: 1 inch in letter height for every 1 mph of speed. At speeds of 60 mph, your letters must be at least 5-feet high.

Think about billboards that made a lasting impression on you. Was it the color? The graphics? The words? Look at billboards when you are driving. Which ones don't work very well? Are they too cluttered? Too hard to read? Too much going on? Unclear?

Look around and see what the competition is doing, and check the guidelines for designing your advertising message and designing your print ad prior to producing your outdoor signs.

Movie theater advertising

Movie advertising offers a way of reaching the elusive teenager and young adult consumer.

When requesting information from your advertising representative, be sure to ask for the movies which fit your targeted audience. 

A critical piece of information is the timing of your commercial. The closer it runs to the start of the previews and/or the main feature, the better.

Production of your movie commercial will take at least two to four weeks. Be sure to take the production lead time into consideration and understand all production specs if you are going to produce the commercial yourself.

Think about theatre advertising that made a lasting impression on you. Was it the color? The graphics? The words? Look at the ads the next time you are at the movies. Which ones don't work very well? Are they too cluttered? Too hard to read? Too much going on? Unclear?

Look around and see what the competition is doing, and check the guidelines for designing your advertising message and producing video prior to producing your movie ads.

Page 4 of 4

  << Previous | Next: Buying Radio >>


Premium Drupal Themes by Adaptivethemes