Tag Archives: out of home advertising

OOH

The Impact of OOH in Colombia

A new study from GroupM and MindMetriks Colombia looks at how consumers respond to out-of-home (OOH) advertising. Researchers surveyed people in Bogotá who were exposed to different OOH ads in a variety of settings, including bus stops and on public transportation vehicles.
Among the study’s key findings:

• Brands had less than a second to impact an audience: .85 second, to be exact
• Most people (84%) saw at least one OOH ad in an average 20-minute trip
• On average, each person observed 1-3 OOH ads during their commute
• People recalled 60% of the brands whose ads they spotted during their commute and they were 76% accurate in their recall about these brands
• Certain product categories had more impact by gender: cars and liquor presented better indicators among men while financial and beauty products performed better with women

To find out how more about we can leverage the power of OOH for you in Colombia or throughout Latin America, please contact us at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Creative Saves with Brazilian OOH

Usually, our consulting work with firms centers on what type of media to use and how to use it. We almost never get involved with the creative. It’s usually not necessary. But recently we had to step in to help a client avoid some major creative missteps with an out-of-home (OOH) advertising campaign.

Save #1: The Setting
Originally, the client approached us to help pick a format and determine placement for some panels. The setting was to be beaches in the Rio de Janeiro area. However, the client wasn’t targeting all the right beaches in Rio, so we immediately made suggestions based on our expertise. Since I’m a native of Brazil—as are two of our media division heads and our VP of Ad Sales—we knew exactly where the panels should go for maximum impact.

Save #2: The Set-Up
In terms of the OOH ads themselves, the client wanted to combine panels in one area of the beach with an inflatable billboard in the water. A clever idea, but we quickly pointed out that Brazil’s laws would make it tough—if not impossible—to get permits for an inflatable billboard in a timely manner.  Instead, we suggested a plane with an aerial banner. Perfectly legal and great exposure as people looked up while sunning themselves or splashing around. For panel placement, we recommended backlight panels that would be placed on the back of newsstands. As it turns out, a number of newsstands in Brazil are located very close to major beaches. With this placement, most beachgoers would see the panels just as they were arriving. As such, our strategy would allow the ads to reach the audience upon arrival and then while enjoying the beach—with no legal obstacles.

Save #3: The Copy
When the creative for the banner arrived, we spotted a huge problem. The campaign concept was about unity between Brazil and another country. While the approach was playful, it also involved nudity and its message could be interpreted as offensive to Brazilian women. We knew instantly that this could lead to a backlash with the public—not to mention that the government could conceivably ban the ads because of their content. After discussions with the client, they agreed to go with an all-type aerial banner. With the client’s input, our team created the messaging. We managed to tie it into the overall campaign concept yet still work culturally for Brazilians. Our new copy stressed unity but in a broad sense that left no room for misinterpretation.

End Result
Our OOH campaign generated positive buzz in the media, drove response for the advertiser and the overall campaign even earned industry recognition, winning Gold awards in a number of ad competitions.

To learn more about how we can help you with your next OOH campaign, contact us at info@usmediaconsulting.com. You can get the big picture on Brazil’s media market here and can learn more about why you should advertise in Brazil even without a local presence here.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

dreamstime_xs_14850611

Using OOH to Spike Scent Sales in Latam Airports

Strategy and execution made all the difference for a recent OOH campaign by US Media Consulting for a luxury client focused on fragrances. End result? Unit sales shot up by 1.5 to 3 times in different markets.

The Goal
A luxury brand wanted to increase fragrance sales in airport duty-free stores in key markets.

A Strategic Solution
After thorough research of layouts for 17 international airports—including 8 in Latin America—US Media Consulting crafted a specific OOH media solution for the client. This involved strategically placed branding ads in the form of panels, backlights, wall wraps and dioramas. US Media Consulting used its local production partners to print and install the panels in arrival and departure areas as well as near duty-free stores and even on their walls. Target markets included:

  • Argentina (Buenos Aires airport)
  • Brazil (Rio and Sao Paulo airports)
  • Chile (Santiago airport)
  • Mexico (Mexico City and Cancun airports)
  • Panama (Panama City airport)
  • Uruguay (Punta Del Este airport)

The campaign also covered cities with major traffic to Latam, including Miami, New York, Dallas, Los Angeles, Chicago, San Francisco, Toronto and Vancouver.

Rapid, Powerful Results
In just one month, the duty-free stores in these airports reported sales increases ranging from 200%  to well over 300%, with several of them selling out of the promoted fragrance brands. “The campaign speaks to the success of OOH advertising. But what’s truly important is the strategy behind it. In this case, we were able to advise the client where to position the ads for maximum impact, and that generated the traffic that spiked sales,” says Fabiano Bernardo, OOH Sales Manager for US Media Consulting.

Ultimate Impact
Possibly inspired by this successful OOH campaign, other luxury/premium clients are now working with US Media on strategic OOH solutions both in and outside of major airports.

To learn more about how we can help you with OOH campaigns, contact us at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]