Media buyers can sit this one out – for a going rate of $250,000, where is the priciest billboard in the country? Where do you get the most bang for your buck? Are they one and the same? What's the secret to great out-of-home creative?
Those answers will all be revealed, but first, a word from our sponsors...
The deadline for entries to the inaugural Locus Awards for out-of-home advertising is fast approaching. There are 19 categories ranging from Automotive and Retail to Travel/Transport/Tourism and Ambient Campaign.
Entries close this Thursday 12 September at 4pm. Download your entry form now from LocusAwards.com.au. Judging will be undertaken by an industry panel chaired by Luke Chess.
So, back to the story. Posterscope managing director Joe Copley on what makes a great out-of-home ad: "If there were a recipe for head-turning OOH creative, it would be almost the same as for any other form of advertising, but perhaps shorter, leaving a bit more to interpretation.
"If I really had to pick a single ingredient which exists in all of the best advertising, especially in OOH, it would be value to the viewer – by enriching a moment in time. That’s getting harder for advertising to achieve these days, but OOH is generally non-intrusive, so it’s a great platform from which to inform and entertain."
If you're talking iconic outdoor locations, the Coca-Cola sign in Kings Cross would take the top spot. But that's obviously no good for media buyers. So without further ado… The most expensive OOH locations in the country:
The Silos
Owner: Sydney Ports
Operator: oOh!media
Location: Glebe Island, Sydney
Market Value: $250,000
MOVE: 2.13 million
For a cool $250,000 per 28 days, the iconic grain silos billboard overlooking Sydney's Anzac Bridge is usually booked out six months in advance. Owned by Sydney Ports, the 200-metre long site has been in place since 1996 and is claimed to be the largest in the southern hemisphere. According to OOH metric MOVE, the Silos reaches 2.13 million people every month.
Young & Jackson Digital Billboard
Owner: APN Outdoor
Operator: APN Outdoor
Location: Swanston Street, Melbourne
Market Value: $140,000
MOVE: 5.4 million
Erected in 2008 to replace the Seven News neon sign, the Young & Jackson Digital Billboard opposite Flinders Street Station overlooks Melbourne's busiest intersection – according to MOVE, it reaches a whopping 5.4 million people each month. A single face will set you back $140,000 for 28 days. (*It has been pointed out that as the billboard supports multiple faces on an eight-second rotation, the 5.4 million eyeballs figure is distributed across a number of clients.)
Send us your favourite outdoor/billboard campaigns and tell us where you think the hotspots are. We'd really like that. Pictures welcome. A small prize for the best submission.
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