The growing importance of online communications requires a strong graphics foundation to turn the client’s virtual identity into something more solid before the consumer has even sat down in front of a computer. The street is the ideal place to get this message across, deepening consumers virtual contact with the product and encouraging them to learn more about it.

Unlike other areas of advertising, outdoor advertising has undergone a process of rapid change in recent years:

• Merging of companies
• Government restrictions
• New kinds of supports and stands
• Research into market penetration by GEOMEX
• Special campaigns

Faced with these developments, the client will no longer accept the usual planning of the 1990s – today those methods won’t allow him to achieve his marketing objectives. The challenge for planners lies in multiformat programmes and in knowing how to adapt their resources to best suit the exclusive advertising rights on offer.

• Wide knowledge of the outdoor format (experience)
• Local, national and international planning (service)
• Control checks and follow-up of the execution of the campaign (independence)

In order to plan the exclusive rights and existing formats of the day you need a good working relationship between the different rights holders, who are often multinationals based in other parts of the world. The planner needs to be independent of the providers and clients for this relation to be objective and equal. This allows for the selection and planning to be just right in each case, requiring a knowledge of the medium, and experience to provide follow-up after the campaign.

Studies have shown that the biggest differential in graphic communications lies in creativity (MIRO/Cuende 1996). Creativity is important for effective market penetration, which is why creative agencies need to push for big format graphics and give it the importance it deserves, independent of other media.

• Sites
• Billboards
• Street furniture
• Buses
• Metro
• Trams
• Taxis
• Airports
• Train stations
• Bus stations
• Shopping centres
• Sports complexes
• Buildings

• Large-scale canvases erected during building restoration
• Signs
• Vehicles (buses, trams, bicycles, trailers etc.)
• Ad-hoc billboard groups
• Sporting events
• Phenomedia

• Transporting the product and the brand to the outdoor environment through creative expression
• Artistically driven through phenomedia, happenings, etc.
• Real experience for the consumer in an urban environment (surprise factor)

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