Some of the most successful advertising campaigns are those that are consistent across several different platforms with their ad strategy and creative. More and more brands are tapping into the idea of combining their outdoor or transport advertising with related radio, digital or social media campaigns, such as Betfair's recent #TapTapBoom initiative in anticipation of last weekend's Cheltenham Festival. They utilised taxi advertising, billboards, a TV campaign and a big social media push to create a new brand image which has already become recognisable.
One of the most common forms of campaign integration is perhaps using out of home billboards that match the brand's television advertisements. Insurance company Go Compare is a great example of this, with deliberately 'vandalised' billboards and posters becoming commonplace across UK cities and towns a few years ago, in response to the love-to-hate relationship that the British public had with ill-fated tenor, Gio.
![Go Compare Billboard Advert TV Advertising]( "Go Compare Billboard Advertisement")
Although it may appear to be a fairly obvious marketing strategy, there is actually much more to integrating television and out of home campaigns than many people might realise, and an Australian outdoor advertising company has delved deeper into the relationship that consumers associate between billboard and TV adverts.
The 'iconic trigger' research study has been carried out by Sydney-based firm oOh!media, and has analysed the responses of viewers to television advertisements in order to identify the most powerful and memorable moments - which can then become the focus of a successful outdoor ad campaign.
By using a memorable image or character from the TV ads, the billboards or posters effectively become 'replay buttons,' re-triggering those memories which have been previously stored when originally watching the television commercial. oOh!media claims that by taking iconic moments from TV ads and applying them to out of home environments, advertisers could increase a consumer's long-term memory of their campaign by an average of 42%!
If you are interested in launching a successful multi-format advertising campaign, then Out of Home International is able to work alongside its fellow Media Agency Group subdivisions to help you create an advertising campaign which is unique, memorable and effective across several platforms!
One of the most common forms of campaign integration is perhaps using out of home billboards that match the brand's television advertisements. Insurance company Go Compare is a great example of this, with deliberately 'vandalised' billboards and posters becoming commonplace across UK cities and towns a few years ago, in response to the love-to-hate relationship that the British public had with ill-fated tenor, Gio.
Although it may appear to be a fairly obvious marketing strategy, there is actually much more to integrating television and out of home campaigns than many people might realise, and an Australian outdoor advertising company has delved deeper into the relationship that consumers associate between billboard and TV adverts.
The 'iconic trigger' research study has been carried out by Sydney-based firm oOh!media, and has analysed the responses of viewers to television advertisements in order to identify the most powerful and memorable moments - which can then become the focus of a successful outdoor ad campaign.
By using a memorable image or character from the TV ads, the billboards or posters effectively become 'replay buttons,' re-triggering those memories which have been previously stored when originally watching the television commercial. oOh!media claims that by taking iconic moments from TV ads and applying them to out of home environments, advertisers could increase a consumer's long-term memory of their campaign by an average of 42%!
If you are interested in launching a successful multi-format advertising campaign, then Out of Home International is able to work alongside its fellow Media Agency Group subdivisions to help you create an advertising campaign which is unique, memorable and effective across several platforms!