The 2019 Daily Ride Index shows that Americans drive an average of 10 hours and 50 minutes per week. That means we all have plenty of time to look out the window and let our eyes linger on the scenery... until they land on the billboard.
Zoom in, zoom out, those two seconds are the brand’s chance to convince you that you have to try the new bacon burger. But while most of these so-called "going out" ads are tacky, too eye-catching, and bland enough to prevent us from thinking about what they're selling, there are some that do just the opposite.
Advertisements here are like works of art. When we see these works of art, we may not think according to common sense. The brain bends, interacts, spatially, reacts to weather, light or darkness, they completely mess with our senses. Let’s give a big round of applause to all the creatives and agencies who took a break from brainstorming and successfully presented their ideas to their clients, and thank them for making billboard advertising great again.
Thomas Nemulla, marketing strategist and partner at Choco Agency, which specializes in social media strategy, digital design and content production. Thomas says that when it comes to advertising, it's always helpful to address people from several advertising means simultaneously. "That's where outdoor advertising comes in. As an advertising medium, it's been growing over the past few years."
However, to measure its effectiveness, Thomas recommends looking at the overall context of a particular activity. “It’s not the billboard itself that works, it’s the advertising on the billboard,” he said. When asked how to create an innovative billboard, Thomas said: “As a general rule of thumb, I recommend not displaying products. Thomas further explained: “We should not assume that the people who walk past our billboards are currently in the market to buy our products, so billboards, like any other form of advertising, should create value for every passerby.”
At the same time, different things work in different circumstances. For example, "A joke that brightens your day, a question that makes you think, a relatable moment that makes you understand something." You either like the ad or you ignore it. The latter is more common. Thomas believes that if every advertisement was signed with the name of the creator, there might be more creative advertisements worth appreciating.
On the other hand, Thomas said, coming up with a memorable, unique ad becomes very difficult because "everything has been done before and people almost never pay attention to the ad."
But it turns out that the originality of an idea is just the tip of the iceberg when a creative person faces challenges throughout the creative process. “Where are those super creative ads (besides this list)? At the festival of advertising? Aren’t people outside the advertising industry even given the chance to experience them? Creatives have to deal with so many issues with every project, I’d say The point is that creativity is the last problem they need to solve. "
Thomas explains that these challenges include tight schedules, multitasking, various constraints, participant subjectivity, and more. He concluded: "In order to get something worth paying attention to, you have to relax these restrictions and let everyone clear their heads and enjoy life."
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