Large-format advertising - XXL promotion! Is it effective?

Nowadays, there are many different forms of advertising products and services. The development of technology has further diversified the available methods so that marketing teams in companies can operate on different levels. One of these more traditional ways is the use of billboards in public spaces. Find out what large format advertising is, what its advantages are and whether it is actually an effective form of promotion.

What is large-format advertising?

Advertising Large-area marketing is a marketing message of enormous size placed in public spaces. One of the most well-known forms are the billboards which you see every day at street crossings or on shopping centre buildings. Several main types can be distinguished. These are:

• Large format advertising on buildings - most often placed in large cities, where masses of people walk along the streets and pavements every day. Such advertising can be painted or hung on the wall of a tower block.
• Large-format advertising on Paczkomat machines - there is an option to cover the machine with an advertising message. Paczkomat is a perfect medium as it can be found both in small towns and big cities.
• Large-format advertising along motorways and expressways - is still a popular place for such messages. Thousands or even millions of vehicles travel around Poland every day. If the driver himself does not pay attention to the advertisement, there is a high chance that passengers will notice it. And you have to admit that you can see it from a distance.
• Large format illuminated advertising - works well both along motorways and in large cities. It has the advantage of reaching customers 24/7 as it is illuminated by LED lights during the night.

Recently, large and internationally renowned brands have also relied on large format 3D advertising. Although they can be found in major cities such as New York, Tokyo or London, they certainly cannot be ignored.

Forms of large-format advertising

Large-scale advertising is mainly associated with billboards. However, there are other forms of such advertising and these include:

• banery,
• posters,
• window cladding through the use of OWV film.

The various forms of marketing mean that different structures for large-format advertising are also offered. These can be single-sided or double-sided banner frames, advertising cubes or steel structures.

Effectiveness of large-format advertising

Companies interested in this form of advertising may wonder whether it translates into increased client interest and whether it makes sense to invest in it given the high popularity of online promotion. The first thing to do is to analyse its strengths and weaknesses. What benefits can arise from mounting large format advertising?

• The ability to reach a wide audience - is actually the main advantage of this type of promotion. Reaching thousands of people a day increases the chances of improving sales. Seeing the same billboard or poster several times a day makes the message memorable.
• Versatile nature - many different products and services can be advertised using large format advertising, irrespective of the industry in which the company operates. Billboards can promote food, clothing, cars, household appliances/RTV, beauty services, tourism and many more. It is also perfect for social campaigns.
• Advertising works 24/7 - large format is characterised by the fact that it has few time constraints. It is true that the subtitles and the overall content should be designed to make the message visible and readable, but there are no time constraints, such as for commercials or TV spots.

The effectiveness of large format advertising is based on its high visibility. As drivers, passengers or pedestrians, we often direct our gaze to the banners and inadvertently take note of their content. They also have the advantage, e.g. over the internet, that they cannot be clicked through. There are also far fewer of them than short videos on the web. Therefore, they attract the viewer's attention more easily.

The weak side of this type of promotion may be its cost. It depends on the specific location and size and often ranges from several hundred zţoty per month to several thousand.

Paczkomat, a way to advertise in large format with InPost

One form of large-format outdoor advertising is placing a marketing message on a parcel machine. It is a simple and effective way to reach a wide group of consumers. There are already over 21,000 machines in Poland and they are visited by millions of people daily. So if any of your recipients happen to be sending or receiving a parcel, they will see your ad. The advantage is that it will also reach passers-by.

The price of large-format advertising in InPost depends on the number of machine columns which are to be wrapped. At a minimum, 4 columns of the Parcel Machine can be wrapped, but we recommend wrapping the whole machine! For costs, information and contact details please visit inpost.pl/reklama.

Large-scale outdoor advertising is still a popular and effective way to promote your products. It increases brand awareness and competitive advantage.