I recently joined more than 70,000 buyers, art professionals and other visitors at Foire Internationale d'Art Contemporain (FIAC) at the Grand Palais in Paris, which is one of the world's top international art expositions. The event featured over 180 exhibitors from 24 countries.
While I saw some great modern and contemporary art, what caught my attention most was what was outside the Grand Palais not inside it. It was hard to miss the major outdoor banner ad campaign FIAC ran in the heart of Paris, along one of the most famous boulevards in the world, the Avenue des Champs Elysees.
As I use this format of outdoor advertising for my clients' shows, and see many other exhibitions and events using these banner ads as well, I developed some observations and insights.
I would estimate 300 banners were deployed across 1.5 miles of linear road. (For those of you who know Paris, the banners ran along the Avenue des Champs Elysees from the Place de la Concorde all the way to the Arc de Triomphe). The banners ran in a tight symmetrical formation, two banners per pole, one facing each way, on both sides of the boulevard.
The FIAC campaign is what I refer to as "high frequency". The amount of banners deployed relative to the campaign's total footprint was very high, which results in the target being exposed to the message multiple times.
The frequency parameter is a key driver of success in this format of outdoor advertising. If your frequency is too low, you will not leverage the value of this medium and fail to maximize ROI.
What frequency is right for your show depends on a variety of factors. Here are some that I consider in determining the number of units to buy for my clients' shows:
(1) Overall size of the coverage area
(2) Auto/pedestrian traffic density in the geo target
(3) Total potential units available
(4) Banner size and visibility/distance
Cristopher Levy is managing partner of Encore Media Partners. Encore is an audience strategy, marketing and media buying agency covering traditional, digital and mobile platforms,which specializes in local, national and global trade and consumer shows, exhibitions and conferences. Reach him at firstname.lastname@example.org.