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Modern Airport Advertising Thrives In CreativityBy Expert Author: Manish Kumar
One of the things that have made the waits at the Airports interesting is Airport Advertising. The huge hoardings and the witty ads which they showcase have always inspired smiles of admiration in the viewers. Airport Advertising, like the other forms of OOH, has literally grown out of the hoardings. Creative ideas are beautifully executed, thereby making Advertisements at the Airports one of the most effective forms of advertisement. Let us explore a few of the ways in which the conventional Airport Ads can be given that extra touch for high impact.
Use of the Surroundings: It has been an age old practice in advertising to ensure that the surroundings match the Ad Display. After all, the look and feel of the ad play a vital role in creating the aura which leaves the audience captivated. Modern Airport Ads have gone a step ahead and even made use of the surroundings. Elements of the Display often the reach or fall out of the borders of the hoarding and are seen interacting with its surrounding. Such uses alleviate the point which the ad is trying to sell with the use of humor or poignancy.
Enhanced Interactivity: Interactive Airport Ads perform much better than the conventional ads. Premier Airport Advertising Agencies like TDI International India P Limited have used this feature brilliantly. They were the first to put a live car on a Billboard at an Indian airport. Modern technologies have enabled the creation of ads that can be touched and interacted with.
Surprise and Shock: Some of the greatest of ads have been presented in ways that have taken the audience by surprise. Including cartons of eggs in the baggage handlers in order to show the care with which the baggage is dealt with, placing life-size models in small boxes to create awareness on human rights are just a couple of audacious examples explored by Airport Ad Agencies round the world. However, care must be taken to ensure that the sentiments of the audience are not hurt by the attempts at audacity.
Creative Hints: It is always a better idea to entice the audience to think about the message in the Ad instead of stating it plainly. Airport Ads, with their larger than life sites and an audience with a minimum free time of 55 minutes on an average, are best placed to utilize this concept. An ad that can set the audience into the thinking mode will captivate them easily. This participation connects the audience to the ad and when the revelation dawns, the impact is immense.
Unusual Angles: Airport Ads which stare at the audience from unusual angles always have a higher impact. We must remember that, although the travelers do wait at the airport, it is essentially an audience on the move. The human eye becomes trained to expect the ads at their regular places. In such a situation, an Ad peeking out from an unexpected place will not only take the audience by surprise but will also force him to stop and take notice.
Airport Advertising, due to its vast range of choices and an influential audience will never go out of popularity. It continues to be the dominated form of OOH Advertising. Adding a few creative ideas like the ones mentioned above can go a long way in increasing the return of investments.
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