No matter how we feel about outdoor advertising, we cannot avoid it. It gives consumers an opportunity to orient themselves in the world of things. Manufacturers can convince that their product is, of course, the best one on the market. The winner in this advertising battle is the one who manages to turn a potential client into a buyer. To do this in our over saturated advertising reality is not so easy.
You cannot catch the modern consumer on slogans like "World's №1 product ...", it requires more sophisticated advertising tricks. However, there are also proven methods against them: you can, for example, turn over a page of a magazine or a newspaper, switch to another radio wave, press next button on a TV remote ... In this situation, outdoor advertising becomes the leader, as it is almost impossible to be excluded from everyday life. It is no coincidence that in Western countries today we observe growth of two advertising platforms - on the Internet and on outdoor advertisings.
Unfortunately, the number of billboards, lightboxes, stretchboards and other advertising media in the city center and in lively places is so high that the attention of potential audience disperses, and most of the advertising messages remain unnoticed. The surest way to stand out from this advertising mass is to use non-standard outdoor advertising such as brandmauer.
Despite the fact that such format as a brandmauer has appeared on the streets of Kyiv and other cities of Ukraine relatively recently, its classic models have been known since the tsarist times. Trying to attract the attention of buyers to their goods, merchants painted ads on a deaf (fire) wall of a house - the so-called brandmauer. Such "advertisement carrier" could be seen until recently near the Zhitnii Market on Podil, where a new office center’s building is now standing.
In Soviet times, the sides of houses were usually covered with appeals to fly on “Aeroflot” aircrafts or to keep money in the savings bank. In fact, these were also advertising banners. The eyes of Kyiv residents, for example, for years were pleased with rather faceless billboard: "Flag of communism" - newspaper from Kyiv citizens for Kyiv citizens”, which was hanging opposite to the Republican Stadium (now the National Sports Complex “Olimpiyskiy”).
Large-format advertising on facades, in general, is a vinyl canvas or mesh, attached to a metal construction, which is mounted into a wall of a building and illuminated with outdoor lighting. Today they are placed not only on sidewalls, but also on main facades of buildings. The leader among Ukrainian cities by the number of brandmauers is Kyiv.
Brandmauer on 29 Khreschatyk St.
Advertising banners on facades, without a doubt, are the largest outdoor advertisings, format and size of which are limited only by the surface of walls and architectural features of buildings. The size in this case, of course, is the main thing because it allows large-format advertising construction to dominate over competing advertising objects which surround it, and creates the best conditions for good visibility of the advertising message at a long distance. There is no chance for the potential audience to leave such advertising unnoticed!
An advertising brandmauer works seven days a week, and all this time the number and personality composition of its audience changes almost every minute. Moreover, advertising is guaranteed to fall into sight line of the middle class - people who are focused primarily on their work and interested only in what is relevant to it. Nevertheless, exactly this financially secure category of the population, which is the backbone of consumer society, that manufacturers of goods and services around the world are fighting for.
The task of large-format outdoor advertising is to make a lasting impression for those 3-5 seconds, during which, according to experts, a person looks at it. Therefore, advertising text is given a minimum of space, all efforts are aimed on creating a bright, memorable image. With the help of various extenders (remote and three-dimensional elements), neon, and animation designers sometimes achieve striking visual effects. The most active use of extenders on advertising brandmauers can still be seen only in Kyiv.
Large-format advertising banner is the perfect carrier for image advertising. It is used to increase a brand, product or service recognition, as well as to inform the public about opening of a new shopping mall, club, etc. Often in addition to its main function, an advertising brandmauer performs another purpose – it disguises unsightly walls of old houses or covers up buildings during repairs. It even, in a sense, serves as a decoration of our streets.
Outdoor advertising is the least annoying and perhaps the most unobtrusive type of advertising. This fact generates an element of trust to it. Apparently, that is why outdoor advertising more often achieves the final goal, which, we remind you, is to turn a potential client into a buyer. The only thing that this type of outdoor advertising is usually blamed for, is its high cost. However, do we really have to justify it? A great product, as we all know, cannot be cheap.