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Outdoor Advertising II: How a Prince Proved That the Poster Medium Loves to Be Kissed Awake.
Out-of-home advertising II How a prince proved that the poster media category likes to be kissed awake There is no doubt about it: with a 14.1 percent share of the advertising market excluding direct advertising (Wemf 2003), posters continue to play a key role in most campaigns. No other country in Europe has out-of-home advertising as the second most important media type - and even ahead of TV. In this respect, Switzerland's designation as a poster country is still justified, even if it used to refer more to the high standard of Swiss graphic design. Threatening advertising bans
However, although spending on posters has almost tripled in the past 20 years and the basic medium of posters has developed at an above-average rate compared to the industry as a whole (+220 index points), the crisis in the advertising industry has increasingly reduced the lead over the vital television.
The varying degrees of development potential are one thing, the quality of the contacts is another. In order to survive the tougher intermedia competition, the major poster companies are trying to strengthen their medium with the hard contact currency of the "Swiss Poster Research" study. Meanwhile, a new study by the University of Hamburg shows that the fleeting nature of contact with TV has increased alarmingly.
As usual, this state of scientific knowledge will also be refuted by another study with other units of measurement, because no other medium allows brands to be staged with entertainment, information and emotions like television. Nevertheless: "In contrast to other media, no one can escape the poster. And although it appears just as uninvited as the commercial or advertisement, its acceptance is probably higher because the consumer has paid nothing for this advertising medium," explains Ruedi Wyler, one of the most creative and striking Swiss advertisers.
And apart from the crumbling privileges of the poster with regard to advertising regulations for alcohol and tobacco, the strengths and weaknesses of the various media are likely to remain largely the same in the future. Which will please the creative agencies, because they can prove the efficiency of certain media types time and again with their concepts.
This was also the case last summer, when a "prince" with an online dating agency behind him went in search of his twin soul. And he did so via a poster. This was not the first time that the Publicis agency had combined the strengths of a poster campaign with the strengths of SMS communication. Nevertheless, those involved succeeded in generating more attention and a huge media response than ever before.
All the more surprising that the agency actually "only" wanted to win PartnerWinner.ch as a new customer with the campaign. "We got in touch with our client APG and immediately produced a ready-to-run campaign," says Markus Gut, Head of Creation, looking back. The mysterious teaser poster with a cross-media element also attracted speculation from various high-circulation news media, which gave the campaign additional publicity - free of charge.
If the basic creative rules - concise and aesthetic reduction of an emotional basic idea to the essentials - are adhered to, the strengths of the poster can also be exploited under "normal" circumstances. Although the print and poster genres are closely related from a creative point of view, it is much easier to derive an advertisement from a poster than vice versa, which is often forgotten. "Every good poster is striking," says Markus Gut, pointing out that there is still great potential for improvement in design. The fact that this desire often fails to meet the customer's expectations is shown by the fact that local posters often achieve a higher recall value due to their originality and striking nature.
Thanks to the ability to differentiate by location, a specialty store in the immediate vicinity can use poster subjects to strengthen its appeal to customers in the same way that manufacturers and distributors of mass consumer goods do on a large scale. There are more and more examples of agencies that have sold their poster ideas to the Indian snack bar around the corner or the hairdressing salon across the street at low cost in order to utilize capacity. APG's Poster Performance Index, which measures the recall and correct brand allocation of posted campaigns, shows how much room for improvement there still is in poster subjects in general. It is striking, for example, how poorly car posters perform in this country compared to posters in other sectors.
But back to the Prinz campaign: the measurable impact of the teaser and the resolution was overwhelming - the response rate was 662%. According to APG and its client PartnerWinner.ch, the effect is said to have been lasting. The dating platform not only recorded a significant increase in new registrations on the day the "Prince" mystery was solved - the rate during the poster campaign was around a quarter higher than the average value beforehand.
Another component of success - and this is where the Swiss market leader in out-of-home advertising recognizes the opportunities of its genre - was that all those involved were prepared to "break out of their existing garden". The client from the online sector, who relied exclusively on posters for a campaign, the poster company, which had the poster posted in specially selected locations, and the agency, which had linked two clients with an effective dialog medium.
ExcellentPlakativity as added value for brands: What is generally true in advertising - the more creative, the more efficient - is even more true for posters. ADC award-winning posters as part of
integrated campaigns often also received Effie awards.
The wide publicity of posters can improve the image and update information from other advertising media.
(In the picture: Migros-Expo.02)
Publicis brought PartnerWinner.ch and APG together to great public acclaim. Angelo Prinz is said to have actually found the love of his life.
Provocation can also be achieved locally and without any great loss of coverage. Word of mouth takes care of the rest. (In the picture: Bliss)
Can't be turned over or zapped away, but can be reinvented - the poster. (In the picture: Sportplausch Wider)
Luca Aloisi
However, although spending on posters has almost tripled in the past 20 years and the basic medium of posters has developed at an above-average rate compared to the industry as a whole (+220 index points), the crisis in the advertising industry has increasingly reduced the lead over the vital television.
The varying degrees of development potential are one thing, the quality of the contacts is another. In order to survive the tougher intermedia competition, the major poster companies are trying to strengthen their medium with the hard contact currency of the "Swiss Poster Research" study. Meanwhile, a new study by the University of Hamburg shows that the fleeting nature of contact with TV has increased alarmingly.
As usual, this state of scientific knowledge will also be refuted by another study with other units of measurement, because no other medium allows brands to be staged with entertainment, information and emotions like television. Nevertheless: "In contrast to other media, no one can escape the poster. And although it appears just as uninvited as the commercial or advertisement, its acceptance is probably higher because the consumer has paid nothing for this advertising medium," explains Ruedi Wyler, one of the most creative and striking Swiss advertisers.
And apart from the crumbling privileges of the poster with regard to advertising regulations for alcohol and tobacco, the strengths and weaknesses of the various media are likely to remain largely the same in the future. Which will please the creative agencies, because they can prove the efficiency of certain media types time and again with their concepts.
This was also the case last summer, when a "prince" with an online dating agency behind him went in search of his twin soul. And he did so via a poster. This was not the first time that the Publicis agency had combined the strengths of a poster campaign with the strengths of SMS communication. Nevertheless, those involved succeeded in generating more attention and a huge media response than ever before.
All the more surprising that the agency actually "only" wanted to win PartnerWinner.ch as a new customer with the campaign. "We got in touch with our client APG and immediately produced a ready-to-run campaign," says Markus Gut, Head of Creation, looking back. The mysterious teaser poster with a cross-media element also attracted speculation from various high-circulation news media, which gave the campaign additional publicity - free of charge.
If the basic creative rules - concise and aesthetic reduction of an emotional basic idea to the essentials - are adhered to, the strengths of the poster can also be exploited under "normal" circumstances. Although the print and poster genres are closely related from a creative point of view, it is much easier to derive an advertisement from a poster than vice versa, which is often forgotten. "Every good poster is striking," says Markus Gut, pointing out that there is still great potential for improvement in design. The fact that this desire often fails to meet the customer's expectations is shown by the fact that local posters often achieve a higher recall value due to their originality and striking nature.
Thanks to the ability to differentiate by location, a specialty store in the immediate vicinity can use poster subjects to strengthen its appeal to customers in the same way that manufacturers and distributors of mass consumer goods do on a large scale. There are more and more examples of agencies that have sold their poster ideas to the Indian snack bar around the corner or the hairdressing salon across the street at low cost in order to utilize capacity. APG's Poster Performance Index, which measures the recall and correct brand allocation of posted campaigns, shows how much room for improvement there still is in poster subjects in general. It is striking, for example, how poorly car posters perform in this country compared to posters in other sectors.
But back to the Prinz campaign: the measurable impact of the teaser and the resolution was overwhelming - the response rate was 662%. According to APG and its client PartnerWinner.ch, the effect is said to have been lasting. The dating platform not only recorded a significant increase in new registrations on the day the "Prince" mystery was solved - the rate during the poster campaign was around a quarter higher than the average value beforehand.
Another component of success - and this is where the Swiss market leader in out-of-home advertising recognizes the opportunities of its genre - was that all those involved were prepared to "break out of their existing garden". The client from the online sector, who relied exclusively on posters for a campaign, the poster company, which had the poster posted in specially selected locations, and the agency, which had linked two clients with an effective dialog medium.
ExcellentPlakativity as added value for brands: What is generally true in advertising - the more creative, the more efficient - is even more true for posters. ADC award-winning posters as part of
integrated campaigns often also received Effie awards.
The wide publicity of posters can improve the image and update information from other advertising media.
(In the picture: Migros-Expo.02)
Publicis brought PartnerWinner.ch and APG together to great public acclaim. Angelo Prinz is said to have actually found the love of his life.
Provocation can also be achieved locally and without any great loss of coverage. Word of mouth takes care of the rest. (In the picture: Bliss)
Can't be turned over or zapped away, but can be reinvented - the poster. (In the picture: Sportplausch Wider)
Luca Aloisi
