AW: What is outdoor advertising?

ISMAEL: My definition…indoor advertising is anything that you can experience within the confines of a building. Outdoor advertising is anything from a billboard to an event on a sidewalk somewhere. If you’re promoting something and you’re not inside a building, to me that’s outdoor advertising.

AW: Where does outdoor fit in the advertiser’s toolbox?

Before people thought, “Unless I’m Coke I’m not going to need billboards”. Advertisers are recognizing it is much more than that. It’s become much more important because people are not just sitting at home watching TV, so they have to incorporate outdoor as well. Ismael Llano, Regional Planner-Media Coordinator, MPG

ISMAEL: Traditionally I think it was almost an afterthought, however with the way things are going now I think it is moving up on the list. Now, advertisers are thinking more than just billboards when they think outdoor. Before people thought, “Unless I’m Coke I’m not going to need billboards”. Advertisers are recognizing it is much more than that. It’s become much more important because people are not just sitting at home watching TV, so they have to incorporate outdoor as well.

“If you know the target is going to be there, then you try to be there with them. You need to be a part of their experience.”

AW: What kind of advertisers do you recommend use outdoor?

ISMAEL: If you are into mass consumer goods then definitely. If you are a very young brand then you need to be out where people are. Take Snickers for example. They have a yearly event – an urban sports event targeted at kids. The kids are outside at the park on skateboards, playing soccer so you want to be there. It may mean renting the soccer field and branding it. That’s a definite strategy. If you know the target is going to be there, then you try to be there with them. You need to be a part of their experience.

AW: What unique value does outdoor offer to the advertiser?

ISMAEL: Outdoor broadens your consumer base. Most advertisers have a primary target but also want to reach other potential customers. Outdoor offers that opportunity.

AW: What is the difference between outdoor and other forms of media?

ISMAEL: Well look at newspapers as an example. If you don’t buy a newspaper you will not see the ads in it. But outdoor is something you’ll be exposed to just by virtue of your movement around the city [or country]. I think there is a similar argument that can be made for radio and television as well. There is a sense of inevitability about outdoor advertising. Of course you have to choose good locations.

“We cannot guarantee who or how much you will be able to reach. I think outdoor is the most difficult medium to measure accurately.”

AW: Do you make use of mobile outdoor here [in Miami]?

ISMAEL: We do make use of taxis and buses, but I prefer really non-traditional things. Recently there was a plane flying around with a banner advertising a music event and that got a very good response.

AW: How effective is outdoor and how do you measure it here?

In North America and Latin America outdoor is very difficult to measure. We usually have to rely on someone’s memory to arrive at an audience measurement and that’s never a good way

ISMAEL: That’s a critical question. In North America and Latin America outdoor is very difficult to measure. We usually have to rely on someone’s memory to arrive at an audience measurement and that’s never a good way. We use population data and traffic analysis to arrive at an educated, estimated guess, but that really gives just a probability. We cannot guarantee who or how much you will be able to reach. I think outdoor is the most difficult medium to measure accurately.

AW: What are some examples of creative outdoor executions?

ISMAEL: Well, in Chile they did some for Pedigree Dog Food. They set up bus shelters in a way that a video was played and it looked like a dog was in a cage at the shelter. It was very well done. It gave a feeling that you were at the pound, and a dog wanted you to adopt it. I thought that was a very creative way to use outdoor. Outdoor has an opportunity to become part of, or even influence what a person is experiencing…and that makes it unique.

By Roland Gayle – Recon Media Intelligence