Despite slowing a little, Britain's annual growth figures
are the best since 2007 according to Reuters yesterday. The announcement
reminded me of seeing advertising in London's Canary Wharf last summer. A large
advertising poster for the Financial Times particularly caught my eye. It shows
that in this age of intrusive mobile ads, a large printed poster still works.
Mobile ad craze
Marketers are forever chasing the latest trend. As a result,
many just end up copying. The world is now awash with boring, unoriginal copy.
Mobile ads are in. Go digital. Content is king. So marketing is full of serfs.
We all just surf past them.
Mobile ads can be great when they work. Most of the time,
they are just downright irritating. They keep popping up. Your interest is in
the material the ad has just hidden. You probably click on "skip ad"
as quickly as possible. You were meant to retain the brand, but probably don't.
If you do, it is associated with your irritation.
So many mobile ads are poorly constructed. How many ads do not show the "x" to
close within your screen, whichever way you turn your smartphone? Sometimes old-fashioned
print works best. It can work well alongside digital marketing. Print often has
more enduring and positive effects than pop-ups.
Billboards
I often notice billboards and large posters. They usually
catch my eye when I am waiting for a train or bus - even when I have my
smartphone in hand. Their size and more professional production lead to greater
retention. Isn't that what advertisers are after?
Piccadilly Circus digital billboard
The clarity of the digital billboard in London's Piccadilly
Circus is absolutely amazing. A video captured on my mobile simply doesn't do it
justice. You must see it for yourself. My favourites were the Coca Cola,
Samsung and Dyson ads recently. However, not every company has their sort of
advertising budget.
When I saw the Financial Times poster last summer, I had
just turned a corner. The live ticker announcements on the Reuter's building
were still fresh in my mind. Various economies weren't doing as well as Britain. Then I
saw the FT's poster showing Britannia climbing back onto her plinth.
On closer inspection, I saw that Britannia had her foot
planted on a lion's snout. Let's face it Britannia is no lightweight,
sylph-like figure. She's a mature woman. Her hips and finances went
pear-shaped. She's back. This resilient
warrior has survived many battles. (There should be more of her in finance).
The lion supporting Britannia's return to her plinth is
another visual representation of Britain. The British lion is strong, despite
some obvious discomfort. The British economy is emerging from a tough time.
This poster campaign had a strong emotive appeal for any Briton, a message
for investors in the UK and a strong association with the FT's brand. Paying
attention is optional unlike with mobile advertising. The potential for
retention is far greater. I recall this ad even though I saw it last year. I can't
remember the brand of the mobile ad that irritated me this morning. The best digital
is great, but print isn't dead.
Anglicity Ltd. She is
a content writer and
marketing consultant.
If you are interested in content marketing, please contact
karen@anglicity.com. Karen Andrews is an experienced financial marketer with
versatile and original copywriting skills.
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