Advertisements are traditionally located in one kind of space: When you open a magazine and see a full page spread for a product; when you are forced to look at the giant eyeballs of some model unnecessarily caressing the marketed item. All these and others would be considered advertising, but that does not move from its current space. There is also advertising that is almost the opposite and is, essentially, performed in some sense, because it appears in different places to different people – such as aerial advertising and vehicle wraps.
However, the line is not so clearly defined.
Graphics and pages
A full page, or several, of advertising taken out in a newspaper is an obvious and traditional medium and method to market your product or services. Age, however, has never stopped creative individuals from utilising a medium to gain maximum benefit. For example, several marketers were incredibly smart and creative in using double-page spreads.
It was recognised that people’s action is to open up the middle; considering that people would perform this action, creatives could put in whatever they wanted. Everything from pop-up tables, to market furniture, to sliced sea creatures, to market sharp knives. This is a memorable use of an otherwise boring platform.
Yet, this assumes people will read physical pages. These days more and more people are using the internet or tablet devices. Utilising this, short video advertisements are used – with sound, graphics and so on. Would these constitute frozen, specifically placed ad?
The answer isn’t that simple.
Mobile marketing and internet media
Company cars are usually designated by having a wrap-around and/or large letters, numbers, and the company logo. There is some advantage of course to advertising in this way: usually employees get significantly lower deposits, if they have to pay at all; the company receives wide coverage; there are usually some tax benefits if you consider the rules applied correctly.
Your logo is not just in one area: so those in a richer area might not see your company, until your employee or yourself drive through.
But is this so different to advertising on a website? Not obviously: the same person who lives in a richer neighbourhood might use the same site as those from a not so rich neighbourhood. Nothing is restricting them.
Similarly, how would one classify a banner attached to a plane? Many people can see it, but it has no graphics or sound. This means it is not so obviously static just because you make it once – just as with, say, a short video ad that appears on a website; that’s made once but can be seen everywhere
Blurring the lines between frozen and mobile, advertising these days doesn’t so neatly fit into frozen and moving kinds. Duplication and internet access mean that many people will see the same ad – not just those who open or purchase fancy magazines. With this in mind, we need more innovation in this area to keep things interesting, artistic and enthralling – not just the playful areas of paper magazines.