Is the UK outdoor industry following the US ? - or just a recent development in outdoor advertising
A friend of mine once said that if we ever approached the kind of intense and obtrusive display of outdoor campaigns they have over in the US,he would start his own anti-billboard lobby and get out of the advertising industry.
At the time, it seemed a little dramatic to hear this from a guy who was taught the ad-sales industry from the 'old-school' course book - and as it turns out, he was all talk and no action.
So, Is the UK outdoor industry following the USA, or are we just a recent development in outdoor advertising ? Well, there is no doubt that we are approaching the kind of 'in ya face' outdoor advertising in the UK that potential advertisers are demanding and modern technology supports.
We can now view advertising on mobile vehicles on the high street, on panels at bus stops, via billboards on the motorways and even receive messages on our phones from restaurants, shops and local advertisers who are looking to attract passing consumers. Personally, I just think that outdoor advertising is a progression of how people are responding to certain situations and changes in market forces - and let's face it if outdoor ads didn't work, there wouldn't be a market for it!
Most people can choose to ignore outdoor ads, in the same way as they can adopt an almost subconscious state of mind when it comes to the online condition called banner blindness.
One of the fastest growing areas for out of home adverts is billboard advertising on the major motorways. It was inevitable that it was going to happen, as we live in a country with a vast throughput of potential customers for each square mile of advertising real estate.
As land owners begin to seize the opportunities to make some money from the increasing number of third-party agents acting as consultants, we are now confronted with a growing number of ad designs in this area.
However, I do feel strongly about the effect it will have on our own concentration levels - we are a nation (or world) of 'rubber neckers' and it is human nature to read every little detail on a tiny billboard on the side of the road or building as we go driving by at 60 mph.
So, should we have restrictions on the size and number of words on outdoor ads in certain locations and would this make a difference to the potentially hazardous environment we live in. Well, I have to say that well designed adverts do get a message across much quicker than a 'text heavy' advert that was produced by an amateur designer for a local garage or website.
You see, companies like JC Decaux and Clear Channel have a large share of the outdoor ads market and they charge the kind of prices that will make sure that advertisers spend a little more time on their ad designs.
Therefore, the messages are simpler, quicker to understand and adopt a more 'picture paints a thousand words' philosophy.
Watch this (rather large) space and I'll keep you updated with any new regulations and conditions when they become available. You may also be interested in our new ARC service for webmasters and website owners so take a look.
Date added: Sunday June 3rd, 2007
