Advertisement and Alternative Media
Media and advertisement are renewed to offer the advertiser the posibility to call for attention and although the strategy is consolidated and is made commun, a good piece is always going to impact.
The growth and diversification of the market has allowed the creation of new forms to expose the products, here is an example of the evolution that has have a couple of companies dedicated to innovate in order to sell.
By Marina Bravo de Marín
In recent years public restrooms, discos and even the floors of the subway stations have been filled with messages of outdoor advertisement, and any other space on the street becomes an alternative media. However, advertisement on wheels is, from the new options, the most used.
A little more than two years ago the landscape of Caracas and of other cities of the country experienced an interesting change. The damaged and unnoticed buses recovered life. Numerous mobile billboards appeared by the labeling of these units with advertising messages that surprised passer by and drivers.
This new form, partially replaced the attempts of “roto-vallas” that on incipient efforts sought for the evolution and creation of new media and new advertisement. Up until then in Venezuela some trucks with performances had appeared, tridimensional pieces or billboards on a rear platform which did not lasted long and that responded for punctual promotions.
Through an american and european reference, the systematization of the business and the evolution of printing placed an alternative that made boom and brought with it other benefits. Drivers had a way to finance their units, the guarantee of their cleaning as well as the good operation was a reality.
When the “Boom” is consolidated
Luis La Rosa and Ramón Valery Directors of Publicidad Alternativa mentioned the importance of this new media. “One of the most effective things is its effectiveness for the great amount of people that can visualize a piece during the day. Each one has the route that can define the target to which the message is directed” explained Valery.
But time goes by and the impact that the buses had a few years ago has changed. What are the companies that label buses doing to manage the current situation? According to Valery this media has been consolidated, perhaps it is already stopping to being a novelty but each time there are more and more advertisers that look for spaces on the buses. “We already have 220 units all over the country, to think that the labeled buses have lost impact would be like thinking that the billboards have lost strenght” mentioned La Rosa. |
