Outdoor Advertising Posters

Why 7 out of 10 Outdoor Ads Aren't Working

Why 7 out of 10 Outdoor Ads Aren't Working

In a recent test, 7,500 people were shown a range of posters for the average time a poster is viewed in the real world. Then, the same people got to look at the poster for longer if they wanted, to enable the measurement of realistic brand and emotion data.

Here are the shocking headline results…

  • Half the time, people had no idea what brand the poster was even for.
  • A huge 40% got only 1 star in System 1 testing, failing to build any sort of positive emotion, predicting little or no long-term effectiveness.

In all, 70% of the ads proved ineffective according to the most important measurement metrics.

What's the problem?

The trap that advertisers are falling into is failing to distinguish between the nature of OOH media compared to advertising on a platform such as Meta.

An example of this is that many OOH ads carry a trackable QR code, a tempting offer and perhaps a seasonal message. Planners will buy up sites so that customers can see the posters as they walk to the shops.

Here’s the thing. People driving to work aren’t pulling over to read ads. You have two seconds. That amounts to branding, an attention grabbing image and maybe 5 or 6 words. A QR? No chance. And who walks to the shops any more?

Trying to turn OOH into direct response media is a recipe for disaster.

Use OOH properly and reach 98% of the population

Because most Australians live in one of the major cities, OOH has the impressive capability to reach around 98% of the population once a week.

The superpower of poster media is its broad, high-attention, brand-trust-building reach. In fact, OOH is a brilliant brand-building media channel.

The key to unlocking the power of OOH is in the creative. You cannot re-proportion and scale up your in-feed PPC ads.

Remember the 2-second rule. Using cleverly contrived creative to capture the imagination and be entertaining, with striking visuals, succinct and snappy headlines and clear branding will bring success and utilise the media to its full potential.

As Martin Boase of BMP famously said on the subject of ad creative: “If you are going to invite yourself into someone’s living room you have a duty not to shout at them or bore them or insult their intelligence. On the other hand, if you are a charming guest and you entertain them or amuse them or tell them something interesting, then they may like you a bit better and then they may be more inclined to buy your brand.”

Posters then, are a powerful media choice when they’re done right. Talk to us if you’d like to know more.

Let's Talk

Talk to us about your advertising.

Call Roger Allsopp on: 1300 128 935
Email us: talk@fizzbuzz.com.au
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    THIS YEAR, THE COOKIE CRUMBLES

    THIS YEAR, THE COOKIE CRUMBLES

    2024 – the year the ad cookie dies once and for all. It’s been on the cards for a while now, and finally we’re here.

    What began as a privacy push-back from smartphone operating systems and browsers, has culminated in Google finally admitting that the era of the ad cookie is done. This year the company phases out third party cookies in Chrome.

    The reality is, that for quite a while, people have been opting out of ad cookies, concerned about their privacy. The net result is that the big ad platforms have been pushed into a position where they are having to ‘aggregate’ a good deal of reporting data. There comes a point though where there’s more aggregation than reality going on and that’s pretty much the tipping point we’re at now.

    The response of META to this turning of the tide is interesting. They are now strongly encouraging clients to use their ‘Advantage Plus’ audiences, created on-the-fly. What this actually means is that the company will come up with a blurry-edged dynamic crowd which contains many, many people who are outside the boundary of what we in advertising would call ‘the target’. You might actually call this method anti-targeting – a reliable way of driving up clicks and driving down the cost per click. But guess what: because a lot of this audience lives outside the fence, they’ll never buy your product. In other words, bye bye ROI.

    WHAT’S THE SOLUTION?

    Welcome back, advertising. Now we’re going to have to apply intelligence, skill and experience to put memorable ads in front of everybody, mouth breathers who click anything, our target audience.

    META and Google

    Guess what, you can still use META and Google effectively. You just have to be able to use reasoning to create manual targeting options. We can use external demographic knowledge to inform our selections, effectively channeling ad delivery where we actually want it to go.

    Native Advertising

    Buy ads in online media that your audience actively reads. Native ads blend with the topic of the site they appear on. This makes your ads highly relevant to viewers, and more engaging.

    Zero and First-Party Data

    These types of data are still collectable, because they are entirely optional (on the part of the user) and not cookie based. This data can form another targeting layer for digital ad campaigns and email marketing.

    OOH

    Did someone say OOH? Used effectively and with intelligence, OOH media is perfect and massively under utilised. In Australia, most of us live in cities. 98% of people see OOH daily.

    AND THE RESULT OF ALL THIS?

    You see? It’s not all over. Not by a long way. By looking at the bigger picture, and applying some knowledge, skill and experience, we can produce better ads, more effective ads, ads that build brands and ads that sell products and services. Most importantly, ads that promise more ROI than ever. Just ask us how.

    Let's Talk

    Talk to us about your advertising.

    Call Roger Allsopp on: 1300 128 935
    Email us: talk@fizzbuzz.com.au
    Or send the form and we’ll call you back.

      First Name* Last Name* Organisation Name* Email* Phone






      Sliced white bread as an analogy for indistinct branding

      Blandification. How Beige Are You?

      Blandification. How Beige Are You?

      One of the defining design trends of recent times, ‘blanding’ which became synonymous with big tech and startup culture, has become alarmingly commonplace, even mainstream.

      What is blanding? In many ways it is the antithesis of branding. It is an effort by companies to look the SAME as their competitors, because that feels safer. It’s also the result of an unfortunate supposition that whilst a company is constantly blasting out digital ads with AI, they don’t need to look distinctive or memorable. Additionally, companies have long been told by tech guys and lazy designers that things need to be simplified to work on screens. That’s straight out of the 90s and just not true any more.

      The result of blanding is that every company logo and house-style becomes a stripped out, sans-serif lookalike, indistinguishable from a thousand and one others.

      So regarding branding, let’s set the record straight: BRANDS talk directly to PEOPLE. People love to love brands because brands help people to identify who they are to others. The brands people identify with are an outward display of their personality; their success, their astuteness, their intellect or their modesty, their courageousness, optimism, compassion, environmentalism, humour or friendliness. You get the picture – blandified brands resonate with none of these qualities, or any others for that matter.

      Going back to basics, well-thought-out brands mark out companies with distinct qualities. They are memorable and act as a deep, psychological trigger when certain needs arise. Knowledge of them is proactively passed from person to person (for free) because people love to share the things they find useful or that make them happy or distinguish them. Companies with strong and distinctive brands need to spend less on advertising, because their values are remembered and their competitors have to work very, very hard to capture someone else’s loyal brand fan.

      As Erik Speakermann the world famous typographer and brand designer recently said, “When all brands are beige, the beigest one will not win, but be forgotten.”

      It’s time to de-homogenise, build personal connections with customers and go from bland to brand.

      Let's Talk

      Talk to us about your branding and advertising.

      Call Roger Allsopp on: 1300 128 935
      Email us: talk@fizzbuzz.com.au
      Or send the form and we’ll call you back.

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        Assorted people with overlaid geometric graphics in various colours

        BRAND TO CULTURE - HOW TO UNLOCK UNLIMITED FANS

        Brand To Culture -
        How To Unlock Unlimited Fans

        How far is your brand from the real culture of your target audience?

        After years in the making, searching for fans, growing authority and climbing the ranks, consumer perceptions of a brand’s integrity and intentions can start to unravel when there’s a heavy reliance on data and automation and its communications begin to appear superficial, impersonal or contextually inappropriate.

        What are your AI chats actually saying to people? How are they interpreting those words in context? How are the assets in your automated ads being combined? Is it possible for your purpose or message to be misconstrued or seen as insincere because elements have been juxtaposed awkwardly? Are off-the-shelf ad templates failing to distinguish your brand?

        It’s not just that appearing to have a superficial or inauthentic interest is a turn off for consumers. It’s also that brands which rely entirely on data and automation to communicate with prospective customers become homogenised, failing to stand out and be recognised.

        As humans, we choose to associate with brands because we have a psychological need for things that help us identify who we are. The brands we like represent our personal (human) values in some way or create a perception about us that we like to promote. Furthermore, we exist in large, networked communities of like-minded humans.

        The importance of authenticity in branding has been known for a long time, and understanding the culture that drives a particular group or segment is essential for brands. No matter what the community tie may be – ethnicity, generational, interests, habits, or something else.

        As we move into next year and beyond, brands that take the time to truly understand and reflect the culture within the communities they’re speaking to will be the ones to thrive. Fully understanding a segment is the only way for a brand to become one with its audience. Once that happens, the brand’s potential is unlimited.

        The simple truth is that currently, our brands are all lab rats for the tech companies who have brought AI products to market long before they are genuinely ready. There is no way in the world we can get under the skin of our customers by using automation alone. Tech companies are setting us up to fail as the price of their own success.

        In 2024, successfully managing the tightrope between data, automation and human experience will be the factor that separates the real achievers from everybody else.

        Let's Talk

        Talk to us about your branding and advertising.

        Call Roger Allsopp on: 1300 128 935
        Email us: talk@fizzbuzz.com.au
        Or send the form and we’ll call you back.

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          A graffiti artist holding paint cans

          GET MORE MARKETING ROI, EVEN IN A TRICKY ECONOMY.

          GET MORE MARKETING ROI,
          EVEN IN A TRICKY ECONOMY

          When economic headwinds blow and customers start to feel the pinch, brand loyalty can start to get a little fuzzy.

          That’s the time when, instead of making a bee-line to their favoured, recognised brand at the store, customers are suddenly prepared to take a moment and consider the alternatives.

          This time above all others, is when the packaging design needs to be working super-hard to pay its way. It’s a prime opportunity for new or second-rung brands to break through to the big time. It’s also perfect for established companies to launch new, improved designs.

          The pack needs to speak from the brand, creating an association – a new, strong relationship based on shared or desirable values. The pack needs to be a magnet – a clear and simple design that gets attention. The pack needs to be a 3D ad for itself – rapidly and succinctly informing customers why they need to use your brand and not that one.

          It’s true to say that a lot of packs look like one-another, and lack the punch that’s needed to really distinguish themselves from competitors. A careful, focused brand-centred revision can work wonders for footfall sales and creation of new brand loyalties, whilst reducing the need to campaign quite as much.

          More ROI and less ad spend… sounds good doesn’t it?

          Let's Talk

          Talk to us about your pack design and branding.

          Call Roger Allsopp on: 1300 128 935
          Email us: talk@fizzbuzz.com.au
          Or send the form and we’ll call you back.

            First Name* Last Name* Organisation Name* Email* Phone






            A woman uses a resistance band during a workout, illustrating the idea of stretching

            HOW TO MAKE YOUR MARKETING BUDGET GO MUCH, MUCH FURTHER

            HOW TO MAKE YOUR MARKETING BUDGET GO MUCH, MUCH FURTHER

            When you use a big agency, your work will be assigned to a creative team (an art director and a copywriter) to produce ideas for your ads, as well as an account manager who acts as your day to day interface with the agency.

            Each of those three is on a salary at or close to (on average in Australia) $100k. So that’s $300k of agency assets on your business, and that’s only the beginning.

            In fact, twenty people are probably going to be touching your business across all departments, including strategy, media, digital, analytics and operations. None of them are on a pittance either.

            If you do not have a multi-million or billion-dollar budget, a big agency needs to speed your business through at minimum cost. You’ll either get 3 minutes of everyone’s time or your work will land in the lap of some interns or be farmed out to freelancers.

            Thankfully, there's an alternative.

            Using a small boutique agency will get your business the time and attention it deserves. The smaller size of a boutique agency means that its people are highly skilled and working across an array of business sectors. This in turn brings a holistic outlook that enables the development of all-new ideas and possibilities that would never, ever come from a large agency.

            They will work harder to make a better outcome for your brand because the company relies on success and repeat business, not churn and burn. You’ll get way, way more bang for your buck.

            In short, if you’re looking for ways to cut costs but stay in the game, you might find that a boutique agency will not only save you money, but will also produce much more effective marketing.

            And yes, for the record, Fizzbuzz is a small, boutique agency.

            Let's Talk

            Talk to us about your advertising and branding.

            Call Roger Allsopp on: 1300 128 935
            Email us: talk@fizzbuzz.com.au
            Or send the form and we’ll call you back.

              First Name* Last Name* Organisation Name* Email* Phone






              Strongly branded activewear

              WANT TO REDUCE YOUR MARKETING SPEND? STRENGTHEN YOUR BRAND.

              WANT TO REDUCE YOUR MARKETING SPEND? STRENGTHEN YOUR BRAND

              With the economy as it is, businesses everywhere are looking to trim back costs. Ad ROI has plummeted, leaving companies receiving substantially less revenue from their marketing spend.

              This is where companies that have invested in their brand are able to succeed against companies that have much less brand recognition.

              Taken as a whole, your brand is a psychological trigger that in the moment of recognition, unlocks a flood of neural activity – associations and memories.

              For some, the triggered mental associations are extremely positive and create a desire to interact with the brand in question. And then there are the companies who have focused everything on sales via ads, telemarketing and so on, and haven’t worked on their brand to make it feel unforgettably good. They’re now in a difficult place.

              When your brand is strong, well thought out and delivered effectively, it stays with people and encourages repeat business and referral business without the need for constant (paid for) advertising.

              This means that over the long term, companies who have invested in their brand need to spend less in order to make sales. For those companies, advertising can be used for strategic development rather than as a lifeline to revenue.

              If you would like to build a strong brand and reduce your marketing costs, talk to us at Fizzbuzz.

              Picture courtesy of Flitemode https://flitemode.com

              Let's Talk

              Talk to us about your advertising and branding.

              Call Roger Allsopp on: 1300 128 935
              Email us: talk@fizzbuzz.com.au
              Or send the form and we’ll call you back.

                First Name* Last Name* Organisation Name* Email* Phone






                Colourful Retail Sale Banner

                Not enough BoFu action?

                Not enough BoFu action?

                If your sales conversions are slowing down or seeming like a huge effort for little reward, there’s a reason. And there’s a high likelihood it’s one of these.

                1. Insufficient ToFu

                The most likely cause of a slowdown of converting customers is that there’s not enough happening at the top end of the funnel.

                Your brand awareness activity is crucial. This is where the new leads who will eventually become customers first discover you. Insufficient brand awareness will absolutely result in slim pickings at the conversion point.

                Unfortunately, the top-of-funnel activity is often ignored. Some companies believe they can go from cold-call to conversion through the determined efforts of their sales team. It’s true that some conversions will occur via this process but the effort-to-reward ratio is dismal.

                It’s also true that in times of uncertainty when marketing budgets are feeling the pinch, many companies are tempted to direct their full focus and ad budgets on converting sales and running endless promotions. Ignoring the important processes of brand awareness and engagement means that conversions will not only be harder, but will become progressively fewer.

                If your competitors are following a predictable path and doing either of the above, the opportunity to dive in and create a whole new flow of customers for your brand is huge.


                2. Weak Branding

                Creating a sale is unquestionably a process. Depending on the type of product or service that you offer, the process can be long or short.

                From first awareness, through engagement and consideration to purchase requires a strong brand. Simple logic says that if you invest in the ‘process’ from brand awareness on, your brand (and this refers to your brand in the widest possible sense) needs to be both memorable and appealing and remarkably different from your competitors.

                You can bludgeon your audience with as much awareness advertising as you like, but if your brand is not cohesive or too much like others in the market, or otherwise insubstantial, picking customers off at the purchase end of the funnel will be harder and bring you less results.

                There’s huge opportunity to maximise your sales conversions when you strengthen and personalise your brand, creating a feeling that’s distinct from your competitors to carry customers through the process.


                3. Mismatched Targeting

                Google and Facebook (Meta) want you to buy ads. Lots and lots of them. Which is why their ad platforms along with many others like LinkedIn, TikTok etc. are engineered for vagueness.

                Under these ad algorithms, you can lower your cost-per-click or cpm by ‘expanding’ your audience. Hello! If you’ve already considered your targeting properly then the audience you’re already advertising to IS the audience. Nobody can make a new audience suddenly appear, so ‘expanding’ your audience will simply put your ads in front of people who are not your audience.

                Highly significant demographic differences are apparent between users of different social media platforms and these need to be considered as well. Even within platforms, other nuances exist, for example the huge popularity of Facebook Messenger amongst post-millennials, compared to the demographic of actual users of the Facebook platform which tends towards the 50+ age bracket.

                In other words targeting is crucially important to make sure your marketing reaches the right people, yet the ad platforms ensure the process is littered with trapdoors, placed there to increase their revenues. Big data does not have all the answers.

                The biggest ad improvement opportunity you have to create red hot leads at the point of conversion is to ruthlessly laser in on your audiences, using big data to help you but not guide you.


                Of course, there may be other reasons why your  sales funnel is emptying out, the above are simply the most common causes. Barring any serious, underlying issues with your business overall, a marketing tune-up by Fizzbuzz should yield much improved results.

                Let's Talk

                Talk to us about your advertising and branding.

                Call Roger Allsopp on: 1300 128 935
                Email us: talk@fizzbuzz.com.au
                Or send the form and we’ll call you back.

                  First Name* Last Name* Organisation Name* Email* Phone






                  branding company brisbane

                  How Do You Know When It’s Time To Rebrand?

                  How do you know when it’s time to rebrand?

                  Without realising it, we humans take involuntary mental shortcuts in almost everything we do – it’s the way we’re set up. It’s so that we don’t have to mentally process every routine daily action from scratch, which would be exhausting and time consuming.

                  Constant, undeviating, persistent presentation of your brand is the one infallible way to build recognition. This places a huge amount of factual and emotional data into a mental shortcut. Brand recognition triggers a whole universe of deep psychological associations in less than the blink of an eye.

                  The majority of people don’t appreciate what an awesomely potent tool a properly thought-out and well-managed brand is.

                  No Escape From Change

                  Change is continuous and inevitable, and if your company intends to keep going forwards, or at the very least not slide helplessly backwards, it is essential to maintain control over the associations that people have stored up about your brand. Significant events occur at one time or another within all companies, any of which would be likely to trigger a review of your brand.

                  • Reputation damage.
                    Your company might manufacture or import a product that has a serious defect. This might involve a highly publicised product recall. Local managers might have handled initial customer complaints clumsily. This is a very common scenario which would cause customers to reframe their relationship with your brand. A rebrand might be necessary to distance your company from negative associations and regain trust.
                  • Legal challenge.
                    Your company might find itself embroiled in a trade mark or licensing dispute from which there’s no way out, especially if opposing parties are not open to compromise. A rebrand might be the only way to avoid further dispute and protect your company’s identity.
                  • Showing its age.
                    According to Eric Schmidt we now create as much information in two days as we did in the period between the dawn of man up to 2003. In other words change happens faster now than ever before. If your brand loses resonance with customers it becomes vulnerable to up and coming competition. In this case, a rebrand is essential to stay relevant.
                  • Change of direction.
                    If your company shifts its focus or heads in a new, more lucrative business direction, a rebrand will signal the change to current and future customers in a positive light.
                  • Merger or acquisition.
                    When two companies merge or one company acquires another, it’s often because both businesses have strengths which are more formidable together than apart. In this situation a carefully contrived rebrand brings both customer bases on-side with the change and opens the door to growth and expansion.
                  • International expansion.
                    If your company expands into new international markets, its success might require some adaptation of your brand to suit cultural differences and increase its appeal to local audiences.
                  • Growth and evolution.
                    As your company grows and evolves over time, it’s likely that its goals will transform as well. A rebrand may be necessary to reflect a revision of values; for example pursuing greater environmental sustainability.

                  A rebrand might involve a complete change, but in most circumstances a carefully thought-out upgrade is more appropriate and evolves customer perceptions rather than completely remaking them.

                  If your company has never rebranded, or has gone through any kind of upheaval with nothing more than fingers crossed, it might be time to take a fresh look at what is without doubt the most powerful psychological tool at your disposal.

                  Let's Talk

                  Talk to us about rebranding.

                  Call Roger Allsopp on: 1300 128 935
                  Email us: talk@fizzbuzz.com.au
                  Or send the form and we’ll call you back.

                    First Name* Last Name* Organisation Name* Email* Phone






                    brisbane branding companies

                    No Risk: No Fun

                    No Risk: No Fun

                    BMW Art Cars

                    Strange, and a bit of a shame that so many BMWs that you pass on the roads are black, or worse: battleship grey.

                    Strange because, when you consider the lengths that BMW has gone to in the past to differentiate itself from Mercedes Benz, Porsche, Audi and other luxury car brands, it’s apparent that the organisation is far from the taciturn, Teutonic engineering automaton that most perceive it to be.

                    In the 1970s, some very visionary marketing people were determined to demonstrate that an essential trait of BMW is its commitment to innovation, creativity, and design. They began the Art Car programme which includes works by some of the world’s most renowned artists, including Roy Lichtenstein, Andy Warhol, Robert Rauschenberg, David Hockney, and Jeff Koons.

                    The programme now comprises an irreplaceable collection of 19 fully functional vehicles, each with its own unique design and story.

                    By commissioning these works of art, BMW demonstrated its willingness to experiment and take risks in order to clearly distinguish the brand from its competitors. The brand also became unique, beautiful and human, blending together the concepts of design and technology.

                    As we blindly rush through an era in which so much of our brand experience is AI generated, and so much advertising is utterly soulless, it’s worth reminding ourselves that it’s human experience and human emotion that creates brand connection…

                    A small selection of the amazing Art Cars is shown here. They can be seen in the flesh at the BMW Museum in Munich, the Guggenheim Museum in New York, and the Louvre in Paris.

                    Let's Talk

                    Talk to us about your automotive advertising and branding.

                    Call Roger Allsopp on: 1300 128 935
                    Email us: talk@fizzbuzz.com.au
                    Or send the form and we’ll call you back.

                      First Name* Last Name* Organisation Name* Email* Phone