Oldest ad medium becomes new again

Article from: Portfolio.com, Click here to view original.

You can’t avoid it. There’s no Tivo or ad-blocking software to protect you. You can’t just turn the page to make it go away. It’s everywhere. And that’s its advantage.

It’s not a new invention from Google. On the contrary, it’s antithesis of new media: In polite company it’s called “out-of-home advertising” — but to you and me it billboards, posters, and ads slapped on everything like phone boots, bus benches, and streetside trash cans.

The industry got together last week in New York City as part of the fifth annual Advertising Week and showed off all places ads can go: eye-level above urinals and on the back doors of stalls in women’s rooms; on the front of Segways; on pizza boxes; on stairways; on banners in the sky; in the bins used to hold your dirty shoes at airport checkpoints; on paychecks; on lunch trucks; on gas pumps; on sidewalks; and even on 360-degree L.E.D. screens.

Ubiquity is the medium’s biggest advantage over print, broadcast, or the Web. “It’s the only advertising medium that’s immune to customer avoidance,” says Paul Meyer, global president and chief operating officer of Clear Channel Outdoor. He means that as a good thing.

Most of the media world doesn’t have this luxury. TV, radio, and Internet ads can be dodged with the press of a button. Fewer people are reading newspapers and magazines, and then the ads are as easy to avoid as the flip of the page.

To get consumers’ attention, advertisers in the larger marketplace now have to do more than catch your eye. They are trying to create a relationship with you.

“We have to stop thinking about media as bridges that we march messages over into people’s mouths and mind,” Andrew Robertson, president and C.E.O. of advertising agency network BBDO Worldwide, said, “and start thinking about creating experiences that change behavior and providing access to those experiences in the most relevant places.”

The out-of-home industry may have the places part down.

No matter how you see an ad, as friend or foe, the industry is making sure you’re going to see one — and almost everywhere you look.

This article is Copyright © 2008, Portfolio.com

http://www.indooradvertising.org/pressroom.shtml, Accessed 23 September 2009

Molson-Coors takes it too far

So every so often there is a billboard that grabs my attention and I have to give kudos to those companies/advertising agencies for doing an effective job. It takes a lot of work to break through the clutter and one recent out-of-home campaign from Molson-Coors has done just that.

Over the last two days this campaign has garnered national media attention with stories run in every newspaper source available in the lower mainland market, as well as every Canadian news agency website. The biggest call out that caught my attention is the story coverage on CBC’s website.
(I secretly love that this story is placed in the ‘Oddities’ category within the news website segmentation). The advertising message was plain and simple, showcasing an image of the Coors Light beer can alongside the tagline, “Colder than most people from Toronto”. Being from the West coast, and from central Canada origins, this campaign put a smile on my face, a little giggle if you will, and definite brand recognition as I buzzed about this campaign with all of my friends/colleagues. Everyone I knew from the West coast loved the ads as well, including those people transplanted here originally from the East.

In my eyes, the ad made the perfect comparison.

To no surprise, a few Torontonians took this to heart, and decided to whine and complain about having these ads pulled due to the offence being taken in the East. Seriously?! It’s called East vs. West coast rivalry, and a good ribbing from time to time is good for the spirit.

Unfortunately, the complaints received have forced Adam Moffat, Brand Marketing Manager for  Coors Light to issue a public apology to all of those individuals affected by the ads, stating, “there was no intention to offend anyone but Molson-Coors admits they ‘misfired on this one’”.

One word. Lame. In my opinion, this was a smart campaign that resonated with the target market in the West. The silver-lining, this campaign would never have received the news coverage it has, and this type of backlash often provides a foundation for supporters and brand loyalty.

Good work Molson-Coors. Good work.

SA Development Planning – Outdoor advertising

Who has to submit an application?

Everyone – no person shall display or erect any advertising sign or hoarding or use any advertising sign or hoarding or use any structure or device as an advertising sign or hoarding without first having obtained the written approval of the council (unless the sign in question has been specifically exempted in the City’s Outdoor Advertsing By-laws which were published under Local Authority Notice 1419, dated 13 June 2008).
Download the amendment application here [PDF, 22kb].

Once a sign has been approved by the council, it may not be altered, moved, re-erected, or any alteration made to the electrical wiring system (unless for repairs and maintenance) without applying to the council for further approval.

What if someone fails to submit an application?
If you have chosen to erect an advertising sign or hoarding without having the application approved, an enforcement officer is entitled to enter your property and order construction to stop immediately. A court order could even be obtained for the structure to be removed, at your expense, and you would be liable for legal costs as well. In serious cases, you could be fined or sent to prison.

Where can I get an application form?
You can get