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STEP 3 – The Medium
Next, you need to decide what medium is best positioned to deliver on your objective.
Questions to consider:
- Do I want to increase my brand awareness?
- Do I want to make a statement and brand position?
- Do I want to offer a promotion?
- Do I need to extend my prime media use?
- Am I geographically targeting?
The creative execution also needs to be evaluated. The needs of a lamp post are different to those of transit or a Unipole. Bus Shelters offer multiple interfaces - consider if the creative message is synergistic with how the audience will absorb the message.
Your core and secondary objectives - as mentioned in the advertising brief - shall help you decide on what OOH vehicle works best for you. The flexibility available in certain OOH media also gives you an indication of the best creative execution possible with this OOH vehicle.
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| Right Angle’s bus shelters provide dual formats – horizontal and vertical – at each location. Hence the flexibility available in creating your poster increases two-fold and provides greater creative freedom.
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