Sometimes it entertains. It often annoys. It always works. A word about advertising from the point of view of practitioners

This timeless truth (delivered by Zdzisław Maklakiewicz played Passenger Neptun from the immortal “cruise” by Marek Piwowski) in principle concerns us all. What’s more, this is supported by the truth about the psychology of people. Let’s talk about her on the example of ads.

What do you think about the thesis “I don’t like advertising”? We – working in the broadly understood advertising industry, each of us in a different place and each with different experiences, we agree with it by adding immortal “yes, but”. Yes, we don’t like advertising – we don’t like missed, funny or silly advertising (in advertising sometimes it’s good to speak directly, so say simply: stupid). These irritate us. However, we love ads with a sense of humor, contextually matched, hit, planned, wisely described and correctly designed. At this point, we will put a bold thesis that you have the same: you like advertising that put a sense of humor, have an idea, they are nice, interesting and are about something.

And if you have not hidden in the proverbial Bieszczady Mountains, they will probably accept the fact that ads will accompany you at every step. If the ads are to be effective (and we can assure you that the bars of people are thinking at days and nights to make it like that), they will be served accordingly accordingly. The word “properly” was used intentionally. What the market wants to advertise and to whom the advertisement is to speak is reflected not only in form and content, but also in the frequency planned by advertisers, one of the most important indicators of advertising campaigns.

Has it happened that you remembered the melody from the advertisement heard while listening to the radio and despite the deep irritation did you hum under her breath all day? Did you happen to say from memory fragments of incompatible ads that serve you to bored with algorithms? Probably in both cases the answer will be affirmative. This is no accident. This is a more or less aware application of the law of engineer Mamonia in marketing communication.

If you think now: “Oh no, no, ads do not work on me!” – We are in a hurry to report that you are very likely. Already in 1903 Walter Dill Scott, a pioneer in the field of business psychology in The Psychology of Advertising He described a woman who claimed that she was never looking at the advertisements she was passing. However, when answering their questions about them, it turned out that he could recall the smallest details of the posters she passed. What’s more, the products whose advertising was a recipient enjoyed its highest recognition. Later research on advertising psychology confirmed that man is basically powerless in principle. This does not mean, of course, that every recipient of the marketing message immediately becomes a non -reflective consumer. But the advertisement does its job and like a drop drills the rock. We will not find out from Scott’s publication, but intuition tells us that this woman had to see these ads (respectively!) Many times to consolidate their content.

At this point, we will draw your attention to a special type of advertising: outdoor advertising, out of home. The first advertising form, the beginnings of which reach hundreds, and according to some classifications even thousands of years, it is now changing dynamically, although we admit without beating: it still happens that the carrier fits the environment like a fist to the eye. Meanwhile, each of us likes to have an undisturbed sight, just on the road to Ostrołęka. The arguments for sorting out the common space are most understandable, although this process looks like pouring a child with a bath every now and then.

In connection with the above, external advertising media currently undergo technological metamorphosis. You can see an external advertisement in its digital edition more and more often. This is a form of compromise, which allows you to partially harmonize advertising formats in public space and should necessarily refresh them, giving aesthetic character. Secondly, the transformation of advertising into a digital version is a derivative of technological progress and a response to the needs of the changing market.

Not focusing solely on the modern OOH edition, let’s pay attention to the fact that external advertising in all its generality has a unique set of features that distinguish it among other media. First of all, it is a medium – although it will not sound up high – democratic, going beyond media bubbles, independent of the beliefs or wealth of their recipients. Consent – there will be no ideal choice for all the type of message, but at the same time it should be noted that thanks to this for many messages, external advertising is the first choice medium.

The very specific location in space, geolocation is unique in external advertising. Again – this will not always be important from the advertisement point of view, but in many cases the location context is crucial.

Data – fuel of modern economy. Digital outdoor advertising is at the beginning of the absorption of this fuel, but the explosion of the use of an increasing number of crossing multidimensional, seemingly unrelated information for even better adjustment of messages to the recipient is only a matter of time (in our opinion shorter than longer).

Finally, something that in advertising and more broadly communication is really the essence of the matter: information and inspiration. Imagine … you stand at the traffic lights, and next to it is a picture of a paradise beach in Thailand at sunset or a new drill at an attractive price. Suddenly you remember that you have long been dreaming of returning to this magical place or that for several months there are frames with photos to hang. This is not an accident. Advertising Dooh has this power. It appears in a space where we move every day, where our attention is focused on scanning the environment. Our brain is constantly absorbing information and captures what he thinks deserves attention. And here suddenly advertising from the screen DOOH smiles and blinks at you, whispering: “Hey, do you remember about yourself, what do you want? Look at this golden sand beach and turquoise water, greenery of palm trees. Look at this wonderful drill, imagine this sound about the morning and just a little crooked, but finally hanging pictures …”

When we think about advertising that we remember, we see one thing: inspiration and the moment when, in the sheer volume of everyday duties, breaking through a thicket of information, we get what really important. Yes, pictures of a child. Yes, vacation.

We like ads that inspire us because they do not impose themselves but invite. They give space to feel if and what we really want. ADVERTISING is business and power, but also advertising is magic. Good advertising is about seeing something more than products at promotional prices – rather small and large dreams that are waiting to make someone happy. We like to think that when creating marketing solutions giving the opportunity to precisely match ads to the right people, we make the right dreams of advertising go to the right people waiting for them. Well – sometimes, even if they don’t know it yet.

Have you noticed that we haven’t written anything about money yet? It can’t be like that. So finally a word about money. Were it not for egalitarian external advertising, for which we pay with our attention, we would undoubtedly pay (respectively!) For the advertised products …

The article was made by the Mamoń engineer, in thanks, for which the authors bow low.

And ladies, who pays for it? You pay, you pay, we pay. This is our money sir. Society.

If you are interested in Digital Out of Home advertising, come to the conference on May 13 at Multikino Złote Tarasy. Get to know the best in the digital world, and what is transferred directly to urban reality – to the streets, to shopping malls and spaces that each of us passes every day. Tickets at: https://howto.iab.org.pl/konferencje/digital-ooh

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On behalf of the DOOH IAB Polska working group:

Piotr Wieremiejczuk, Senior Buying Intelligence Specialist, Group One Media
Piotr Zagórski, CEO, Retargetingoh.com
Agnieszka Maszewska, director of marketing and communication, Jet Line