Lamppost Ad, what are you trying to say?

Marketers know lamppost advertising isn’t the most effective channel due to costs, geographic limitations, and lack of tracking metrics. Yet, lamppost ads are everywhere. From local businesses to global corporations, brands continue to use this channel, contributing to its widespread presence. Why?

When a brand invests in lamppost ads, it likely has other channels supporting the same campaign. Is cramming every campaign message into a single 3x1.5m design necessary? Do we need the campaign name, hero image, dates, slogan, product details, logos, and more all in one place? Can a driver speeding by grasp all that? Effective communication in advertising is crucial, so why overload lamppost ads with information?

This clutter not only confuses but also diminishes impact. We need to simplify our messages!

The Fast Food Approach

In my humble opinion, one successful approach is seen in fast-food lamppost ads. When introducing a new item, these ads focus on three key elements: a logo, an enticing image, and the item's name. That’s it! Whether it's the biggest pizza or the juiciest burger, details aren't crammed into the lamppost ad. Instead, those specifics are covered in TV commercials, social media, or other digital platforms. Why? Because these brands understand the limitations of the medium: the location, time of exposure, and audience. Their goal is simple: make the driver crave and order the item. That’s effective advertising.

Yet, despite knowing this, many marketers, myself included, fall into the trap of overloading lamppost ads. We often design cluttered ads or accept client demands to include every detail, only to blame designers or agencies for not using every inch of space. We use the medium to be present without a clear objective, leading to ads with many messages but little meaning. Instead of gaining customers, we end up confusing them, making our investment of thousands of dollars ineffective.

Given our limited time to notice, read, and absorb lamppost ads while driving, adopting a more strategic and thoughtful approach is crucial. Prioritizing clear and effective communication over information overload will lead to more impactful advertising.

It's back-to-school week here in the UAE, so as you sit in traffic today, notice the lamppost ads around you. What do you get or don’t get from them? And share your thoughts and join the conversation about the effectiveness of lamppost advertising!