A new report out from Aegis Media’s PosterscopeUSA reveals that young adults and the affluent share a common theme: they spend a lot of time outside their homes. This is great news for marketers who have an out-of-home marketing strategy. Today, out-of-home is more than just billboards, it’s digital commercials or display ads in movie theaters, digital display boards at malls, gas station pump signs, coffee shop signs, digital jukeboxes at bars and clubs, and many more!
Does this mean that marketers can take their current ads and just resize them for whatever out-of-home outlet they are targeting? Of course, not! Young adults are media savvy and respond when the message they see is not only relevant to them, but also matches the media type. For example, Saturn launched a gas-pump poster campaign recently in California that had messages promoting their hybrid SUVs with messages related to stopping at gas stations, such as “You better use the restroom, you won’t fill up again in another 450 miles.”
One of the difficulties in executing a campaign like this is the many sizes of gas pump posters that fit the different sized pumps that each station has. Again, creative versioning is essential, especially with the out-of-home media type to make these campaigns affordable and effective. With consumers responding to fewer and fewer types of media, it’s critical that marketers use as many types of media as possible and coordinate their messages. With creative versioning, the same campaign for hybrid SUVs can be tailored for gas stations, movie theaters, coffee shops, clubs, bars, restaurants and rest stops. You can learn more about creative versioning at AACV.org and learn how companies are implementing creative versioning by visiting LiveTechnology.com
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