Advertisers usually seek to position their brands where target audience can be reached and sometimes frequency of their brand exposure to the target audience is very important. This motive of the advertiser has made Out-of-Home advertising pretty popular amongst brand owners and their media buying agencies. Although, they buy into the finished products usually referred to a billboards and hardly thinks it is worthwhile to get involved in the physical designs or erection procedure of a billboard. To the advertiser, the location is king with an assumption that any conventional billboard would deliver the audience.
However, it remains a strong argument that the advertiser needs to bother about the design or aesthetics of the billboard but rather the creativity of the message. But a look at the creativity of delivering the message can bring a twist to the argument as this implies that the medium is the message. Hence, both the creative execution and the platform architecture become inseparable.
The architecture of the platform being the design of the billboard is the strongest point for successful Out-of-Home media. A case study of the number one outdoor advertising company refills. This brings me to sharing with you the simple and basic steps in building a billboard.
1. The steel erection company orders all the support components required for the job. Upon receipt of the components, they bolt and weld together as many pieces as possible before shipping them to the job site. Some of the longer steel pipes may be connected together as telescoping sections. Pre-assembly saves time on the job site and improves ease of shipping. The preassembled parts are then transported to the job site by truck. This process takes about 4 weeks.
2. The job site must be properly prepared prior to installation of the steel. A subcontractor is typically assigned to lay a steel and concrete foundation on which to place the support pole. It takes three weeks or more for the concrete to settle.
3. Next, the frame is bolted into place on top of the pole. The frame is equipped with catwalk-style walkways to allow access to the surfaces where the advertising elements are mounted. These catwalks may run along the front as well as the back of the sign with an access ladder located in the rear. The walkways are also built with attachments for safety cables used by the workers. This usually takes two days to complete.
4. The artwork is printed usually on vinyl in strips of 2.1 meters and then welded together to form the complete picture. The fringes are given a seam through which a steel rod is placed. 6 to 8 hours for this task.
5. The artwork is fixed inside the frame by using bolts that hooks on the steel rod inside the seam and then it is tightened to create the correct tension and to stretch the artwork into the frame. Between 3 and 5 hours to complete the flighting.
6. Typically, local electrical contractors are hired to install the power and lighting systems. In many cases, both sides of the sign are used for artwork, so lighting assemblies are required for both sides. In addition, the sign may require special wiring to operate moving parts or other special effects. All wiring must be done in accordance with relevant electrical codes.
By BABS Fagade
I love reading these articles because they’re short but inaetmfrivo.
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