This is a quick one, because it’s a
simple thought. On the walls around escalators, especially in the Tube, there
are often diagonal rows of digital ad screens. And a lot of the time it’s only
one brand that is controlling the entire ride.
Which is effective, it drills in a
message. But what baffles me is that very often at somewhere like Oxford
Circus, where there is naturally a strong tendency for clothing ads, the ads
themselves are not ads. They are ad. And by that I mean there’s only one,
repeated on all the screens.
I just don’t see the point. Did they
run out of money for extra images? Then how are they affording this prime real
estate? Is it intentional?
That’s the big question. Because if
it’s intentional, colour me unimpressed with their media team. We’re talking
H&M here. It’s not Versace. It’s not bloody haute couture. Using one single
product is not an artistic statement. Or an iconic way of staying in the mind.
It’s a waste of space. What you want
is to be showing off your range, drawing the viewer in, letting them see what
you can do and whether there might be an option just for them.
So use media to the best effect.
Digital media and massed screens are a powerful tool – powerful in their
potential for variety and versatility. Not making use of that is a waste – of money
for you, and time for the rest of us.
(OK, so it wasn’t so quick. But you
get my point.)
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