MOVE into Outdoor Advertising
This week marked the national launch of MOVE (Measurement of Outdoor Visibility and Exposure), an initiative of the Outdoor Media Association. MOVE is a new audience measurement system intended to make audience reach measures of out of home advertising more consistent and accurate. The MOVE system will provide media buyers with a more precise idea of how many people are likely to see the outdoor advertisement. Getting creative with out of home advertising is a great way to touch base with your customers and prospects while they’re out and about. With the right location and a generous splash of creative, you have the opportunity to make a lasting impact on your audience and generate invaluable word of mouth. Out of home advertising is best as a part of an integrated strategic campaign. There are some great examples out there of cleverly executed out of home advertising, including outdoor advertising channels such as bus stop advertising and billboard advertising. Here are just a few… The “Rain Changes Everything” campaign for Papakura District Council, NZ featured a billboard that bleeds when it rains. This is an attention grabbing piece for release of Patricia Cornwell’s The Scarpetta Factor. An example of just one of the clever creative billboards for the True Blood series. This enlightened billboard for The Economist uses motion-sensing technology to light up when someone walks under it.