The 2016 OBIE Awards for the best Out-of-Home (OOH) advertising campaigns were featured last November in a Big Picture article (“Printed Advertising Takes to the Streets”) and highlights how creative printing and engineering can result in eye-catching and effective new ways to breakthrough the advertising clutter. Have you changed the way you think about how OOH can impact your business?
Awards for creative applications featuring wide format printing were given for a broad range of categories, from transit ads to pop-up campaigns to floor graphics to dimensional billboards.
“It’s great seeing how the creative minds at ad agencies and print providers result in pushing what’s possible in getting their client’s brands to stand out from their competition.” — Becky McConnell, Product Manager, Fujifilm
The range of substrates the latest wide format inkjet technologies can effectively print on continues to expand, providing new opportunities to creatively mold brand attributes into bigger-than-life messaging:
- Flexible substrates like plastics, vinyls, canvas, and textiles
- Rigid substrates like thick plastic, board, glass, wood, metal and even 3-D objects like doors and surfboards
- Unique substrates like aluminum and aluminum-composites, imitation metallics, and magnetic materials
OOH is a natural and ever-present part of the environment for urban areas. It is able to reach a mass audience quickly and consistently like no other media. Specialist OOH networks allow brands to pick and choose the most relevant audiences and locations, from fashionistas to financiers to the entire city population. OOH is also a growing, vibrant industry.
The 2016 Nielsen OOH ad study found 91% of US residents age 16 or older, who have traveled in a vehicle in the past month, noticed some form of OOH, and 79% have noticed OOH in the past week. Their research also discovered impressive levels of engagement, with 82% of billboard viewers reporting they look at the advertising message at least some of the time; and over one-third looking at the billboard ad each time or almost each time they noticed one.
Print providers that invest in creative and engineering services are able to offer clients solutions to best link a branded company or product to this environment, allowing brands to communicate relevant messaging to targeted audiences in a more engaging and contextual way. A growing trend is the incorporation of 3D graphics into the design; a process made cost-effective through the development of new inkjet technologies in dimensional printing, like thermoforming.
Fujifilm’s thermoforming digital inkjet line, Uvijet KV, is exclusively designed for the production of decorative print in deep draw thermoforming applications. The inks exhibit exceptional 1,000% elongation, outstanding adhesion on a wide range of thermoformed media, a vibrant CMYK + W color set, and excellent finishing properties specifically tailored to the bending, creasing, routing, guillotining of thermoforming printing.
The bottom line is Out-of-Home is growing in marketshare and mindshare for brand owners. Print providers are uniquely positioned to take advantage of this growth by synergizing creative solutions with new, versatile inkjet printing techniques.