Drugi jezik na kojem je dostupan ovaj članak: Bosnian
A good ad is seen from afar – this is the motto with which Outdoor Akzent celebrates 20 years of successful operation in the Croatian market. Outdoor Akzent is one of the largest national providers of outdoor advertising in Croatia, and the market leader in innovation in outdoor advertising, offering its clients a range of quality out-of-home media: billboards, city lights, wallscapes and megaboards. Network of Outdoor Akzent’s media allows advertising on a national scale, with network including sites in Zagreb, Rijeka, Split, Osijek, Istria, Slavonia, Moslavina, Dalmatia, Dubrovnik and other regions, making up a total of 2,100 ad spaces.
“As a leader in the field of innovations that raise the visibility of OOH media, we launched a series of independent projects and introduced advertising in double formats – doubleboards, which with its 24 m2 allows for greater creativity and content of the poster as a medium. Among the latest tools that increase efficiency and bring more attention to campaigns are the led campaigns and wi-fi posters which target urban high-frequency locations, allowing direct engagement of the consumers with online content. These are formats that connect outdoor and online advertising. Such content, with the support of the mass media, gives the campaign a possibility of targeting and interaction with the audience, through online communication services, sweepstakes, the ability to download content, etc.” explains Gabriela Klarić, CEO of Outdoor Akzent.
For the purpose of better quality preparation of campaigns, Outdoor Akzent provides its clients with research and planning of poster campaigns, whereby the most important element is targeted distribution and Poster Impact Test – research that examines the creative efficiency and visibility of the posters.
“The media market is highly segmented and outdoor advertising is the only remaining mass medium that, with good strategic planning, becomes a medium that you cannot avoid. It’s present 24 hours a day and you don’t have to buy it, nor can you skip through it or turn it off,” says Klarić.
“The advantage of our media is in its scale, its availability 24 hours a day, but also in the possibility of targeting, both in terms of branches and micro locations, and positioning of campaigns at the city, regional and national levels. International know-how helps us in strategic planning and advising clients and developing software tools related to outdoor advertising that provide the customer a better insight into the campaign itself and the micro location. Outdoor Akzent is the only one in the market whose categorization of advertising spaces is made according to research which is used in Central Europe. Our surfaces have OTS (opportunity to see), and one of the most important parameters is the frequency of traffic,” Klarić adds.
However, with strategic planning and innovation, the key to any good campaign is the creative visual, which intrigues the consumers in the segment in which the client wants to advertise.
“For this reason, 16 years ago we launched the OUTWARD award for the best large format poster, in order to encourage better design concepts for such formats. And our latest project ‘Say it loud‘, which the industry awarded repeatedly, indicates that in modern society, along with the development of the smartphone industry, we can achieve good contact with an ad on the road, where large format poster gives brief information and encourages the specific response from a person who saw it,” says Gabriela.
With the project ‘Say it loud‘ company Outdoor Akzent marked 20 years of business, in order to remind of the important role and a huge range of posters in advertising and to show the possibilities of connecting multiple media in an interactive campaign. The project took place in three phases: the posters invited people to propose their own messages and vote for the best online, after which 150 selected messages ended on billboards across Croatia. In just three weeks of the campaign, website www.recitoglasno.com had over 300,000 unique visitors from more than 140 countries. More than 10,000 posters were created, to which voters gave nearly one million votes, with a whopping 7.2 million hits. And it shows that advertising via posters today may be a good teaser for other media, and that posters have a secure future, Outdoor Akzent believes.
On Thursday, 1 December 1, the 16th OUTWARD awards with be held, with the selection of the best in the competition of 52 posters that were posted on the official poster sites around Croatia in the period from January 2014 to September 2016. Awards will be awarded in four categories: billboards, city lights, megaboards and the best utilization of the media, and the best billboard poster is specially chosen by the audience.