Thankfully this week we have Berocca. 6 word headline and a bloody great big packshot. There’s some tiddly writing at the bottom (bad client, bad) and the headline is light orange on white (bad art director, bad) but otherwise a generally good example.

I am learning.

http://www.couriermail.com.au/.....5853693950

Best defence in a DUI case I have ever heard.

This is because the majority of people are in their cars and not catching public transport and more cars are travelling past your sign outside of peak hour not in peak.

Short copy and large branding allows the message to be distilled in under 3 seconds enabling more people to see your brand more often. Including those over in lane 3 furthest from the sign.
And it works even better when you’re everywhere on lots of different OOH formats not just on an expensive footpath in the CBD.

Small products should be supersized to fill the space and large objects like cars should never be minimised as they’ll just end up looking like toys.
Busy scenes with lots going on trying to tell a story also never work. Vibrating colours, CAPITAL letters, faint, fine or unusual text are also a big NO.

Optimal viewing distance of an outdoor static sign is calculated by multiplying the width by 20 metres. Another thing to note is the viewers (both pedestrian and motorist) natural eyelevel is on the top half of the bus shelter panel.

The Super Dry product shot can’t be deciphered even at 5 metres and is most definitely a FAIL

Mark – I can recall many bus shelter ads, mostly for easily recognisable brands with a simple and distinctive looking product. Tiffany ads that year after year pop up on bus shelters around Christmas immediately jumps to mind, as well as some perfume ads.

Definitely a case by case issue.

I think maybe the comments section needs a recommend or like feature. Then I wouldn’t have to post this comment.

Cut in half the amount of information in most executions, and cut it in half again, and we will be approaching something that has the most effect.

As for likelihood to see I’m skeptical that anything but a very small percentage of the general public actually see and are affected by the outdoor furniture they go past. Would be very interested to know what percentage of passers by are claimed as likely to see’s!

I’m just as skeptical of radio diaries, readership figures and even 24/7 people meter panel numbers. Don’t even start me on the 83 million active browsers and convuluted measurement of online.

In the end we need a currency but not sure we can so evangelical about the efficacy of current measurement metrics.

OOH is best viewed when you walk past it. Walking past that same sized panel in a retail environment, airport or in the CBD will be far more effective.

FYI – LTS is based on size of panel, eccentricity to the road, (is the sign perpendicular or parallel), distance of viewing, and position (what side of the road is it on).

I think Alison M is mad as she likes to hide behind bus shelters or is tring to develop X-Ray vision….

Bus Stop ads the same.

So Sell me; you got fifteen words. Go for it.