Small can be beautiful too

There are considerations other than size to be taken into account in planning a campaign (MW March 13).

Any format can add impact, if it is right to satisfy the advertising goal. Managing and directing this flexibility is the skill. If the planning is wrong, the size of the panel won’t save you. Mega billboards suit certain clients and some campaigns. But they cannot approach bus shelters for frequency; their limited numbers tend to give low cover; and buying proximity to outlets is challenging.

So, yes a big billboard with the right ad can give a real punch, but like all advertising, if the ad is weak and confusing, the message is lost.

Alex Thompson

Managing director

Portland Outdoor Advertising.

London W1

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