It is suddenly becoming somewhat impossible to recall the days of 16sheet, 40sheet and Bulletin outdoor advertising formats in our market. Such interesting moment we are, as we have become so creative that standardization of Out-of-Home advertising formats would soon be a thing of the past. Perhaps, it would go into extinction and next generation of the industry might only be able to read about them rather than experience it.
Obviously, the place of standardized billboard formats cannot be over emphasized in any market. Little wonder why developed markets would not replace it for anything, not even creativity. Some school of thought still holds it that creativity in out-of-home should be less of the structure but the creative execution on it. Although, Outdoor media owners have been able to show otherwise that they are as much creative as their creative agency counterparts. This is evidenced in the use of technological advancement to improve formats and appearance. A study of the European out-of-home advertising markets reveals that standardized formats still dominate the European market. In June, 2011 the Paris city council decided to restrict the largest authorized size of advertising panels to eight square meters down from 12 square meters. The 4sheet, 6sheet, 12sheet, 16sheet, 32sheet, 48sheet, 64sheet and 96sheet (Bulletin) are still the standard billboards in the UK from time immemorial. However, there are few iconic billboards that can be seen at some landmark environment within metropolis or entering and exiting major cities.
Interesting of note is the fact that JC Decaux, the number Out-of-Home advertising company in the world with turnover in excess of €2,463m in 2011, parades standardized billboard formats in every market that they operate. They are known as a socially responsible outdoor company in all the markets where they operate because they help preserve the environment. The most popular product of JC Decaux as seen in most market where they operate is the street furniture consisting mostly of Bus shelters. Listed on Eurolist of Euronext Paris, JC Decaux has played a part in the changing face of cities for more than 45years through standardized Out-of-Home formats. However, JC Decaux has very few iconic and special sized billboards which are usually not replicated in same city. The rather fashionable trend in our market is becoming a concern as we might unconsciously become an industry without standardized outdoor formats. There are presently only two routes in Lagos today with standardized formats, these are Alfred Rewane Road, Ikoyi and Lekki-Epe Expressway. Both having standardized light boxes and Wall mounts respectively, we can help avoid visual pollution if same can be achieved in major environment in our market. Preserving the standardized OOH media formats in our market would help improve patronage of our medium. This can make certain formats more attractive like Bus shelter, street furniture and bulletin. While we keep our creative and iconic sites as premium products which indeed they are.
By BABS Fagade
+234 807 587 8816
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