Solid and Strategic Static

Mar - 2021

 

 

It can be easy to adopt new technology and percieve that more traditional media channels are no longer relevant. When it comes to Static Large Format, you may be missing a trick.

 

Consumer view:

In November 2020, we completed a post-COVID IRIS study into consumer perceptions of Out-of-Home. Respondents told us that Static billboards are more memorable and brands that used them were the most trusted.

Static billboards achieved higher recall (84%) for weekly reach, compared with Digital billboards (70%), showing that these hard-working sites are still relevant in modern campaigns and will continue to be a valuable part of the overall JCDecaux offering.

 

Marketer view:

Leading brand marketers understand static formats are most effective at driving brand fame and maintaining top of mind awareness. Global brands Apple, Nike, McDonalds, Spotify and Coca-Cola all regularly include static Out-of-Home as part of their global media mix.

Digital technology is transforming Out-of-Home and enabling advertisers to leverage the benefits of real-time digital technology. However, Static Large Format is a powerful brand building platform that has stood the test of time; one that continues to be a sought-after advertising solution with unique benefits including:

 

'Always-on' presence: no other media channel delivers 24/7 exposure and 100% share of voice over a 4-week period. Brands have the unique opportunity to ‘own’ a location and drive frequency of campaign messaging

Reach: In an increasingly fragmented media landscape, static Out-of-Home allows brands to connect with huge volumes of audiences nationwide. For brands seeking to grow penetration, static Out-of-Home delivers incremental reach, connecting with audiences who are less frequent users of other media channels.

Influence outside CBDs: Traditionally Digital Large Format sites are located in central locations. Static panels reach further into suburbs or regions and are strategically located on major highways and arterials, maximising broadcast awareness and offering incremental reach.

Creativity via special builds: There are a range of special build options available to increase impact, engagement and memorability of static Out-of-Home campaign creative. Some of these include: 2D extensions, 3D extensions, neon lights, day/ night printing and spangles.

 

Nike 'Dream Crazy' campaign
Nike 'Dream Crazy' campaign
Spotify '2020 wrapped' campaign
Spotify '2020 wrapped' campaign
Coca-Cola 'Don't buy Coca-Cola' campaign
Coca-Cola 'Don't buy Coca-Cola' campaign
McDonald's 'Iconic Stacks' campaign
McDonald's 'Iconic Stacks' campaign