Image Source: pexels.com
Wallscapes: where walls transform into canvases of inspiring advertisements.
If you have ever visited metropolitan cities like Chicago, New York and London, you might have had a chance to get a glimpse of those large eye-catching advertising posters that seem to cover the entire wall of the buildings. And we bet you would have seen more than a handful of those!
If you don’t know what we’re exactly talking about, let us tell shed some light on what it is. Those creative wall ads are usually referred to as a ‘wallscape’, and it’s what we’re making the point of discussion in this blog post.
But What is Wallscape Advertising Exactly?
Wallscape advertising refers to the practice of using large-scale advertisements placed on the exterior surfaces of buildings, such as walls or facades, to capture attention and promote brands or products. These oversized displays transform ordinary walls into eye-catching canvases for advertising messages and have emerged as a captivating and highly effective form of outdoor advertising in recent years.
Why?
This is because people expect the usual form of advertising messages on billboards. We’re not saying traditional OOH strategies are fading away, on the contrary, in addition to these effective mobile billboards, wallscape advertising has emerged as a preferred strategy option for brands in the market.
But mobile billboards are still up there in the traditional OOH mix given the impeccable technological advancements, and despite the prominence of social media, mobile billboards remain a powerful and cost-effective advertising medium, delivering impactful messages on the move.
Billboards and wallscapes both have their pros and cons. Choosing which option to go with as your knight in shining armour for your next marketing campaign can get confusing at times. Allow us to shed some light on that and help you make the better choice.
Billboards or Wallscapes? Which is better for a marketing campaign?
If you ask, we would say both are exceptionally great strategies a brand should think of including in their OOH strategy. And other advertising experts, like Javier Keyser, agree with us. But choosing which one? That would depend on many factors such as:
- Is it going to be a multi-city ad campaign? Is it going to be in Metropolitan cities with large buildings that support such wallscape ads?
- Are you focusing on brand awareness, reach or brand penetration?
- What is the marketing budget of your campaign?
Knowing the answers to these questions will help you figure out which direction you should go. But if circumstances prevail if your favour, adopting both as part of your multichannel marketing strategy can work wonders.
But what we can tell you with certainty is that mobile billboards have great demographic penetration ability. These trucks can strategically navigate through high-traffic areas, target specific neighbourhoods or events, and even adapt to real-time traffic patterns to maximize exposure of these ads to the right audience.
As a leading truck advertising company in the US & Canada, we at Movia have helped many brands and organizations hit their business goals with our mobile billboards campaigns on wheels.
Picture Source: Movia
If you are interested to know more about how we achieve success for our clients with our mobile billboards, you can check out the complete story of how we helped some of the MNCs in our detailed case studies for Walmart, Amazon and Rogers right here.
If you’re a startup or a growing brand and are looking to implement a killer truck ad campaign to increase your brand awareness, drop us a message here and our expert advertising consultants will get back to you.
Whether you’re looking to gain more valuable insights on wallscape marketing or just seeking to explore the benefits of wallscape over traditional billboards, in this blog post, we will discuss everything there is to know about wallscape advertising in 2023.
Let us dive into the world of wallscape advertising.
Advantages of Wallscape Advertising
The benefits of wallscape advertising are many. Given its larger-than-life poster dimensions, these ads are impossible to ignore, instantly captivating the attention of passersby. Unlike smaller billboards, wallscape ads have a commanding presence, ensuring your brand message stands out from the crowd. The sheer visibility of these captivating displays creates a powerful impact, driving unparalleled brand awareness and sparking genuine customer engagement.
Wallscape ads are designed to make a significant impact on viewers. From the use of a rich colour palette, striking visuals, and a compelling message for the audience to take from it. Wallscapes leverage the large surface areas of buildings to create a visual spectacle that is hard to ignore, particularly in urban environments where foot traffic is high. By utilizing walls as advertising spaces, businesses can effectively capture the attention of passersby, create brand awareness, and communicate key messages.
Usually, you’ll see these wallscapes in prominent metropolitan cities like New York, Los Angeles, Chicago and more. can be found in various locations, including busy city centres, commercial districts, and other areas with high pedestrian or vehicular traffic.
Image Source: Ads of The World
One of the key advantages of wallscape advertising is its ability to provide a larger canvas for creativity and storytelling. With ample space available, advertisers can convey powerful narratives, showcase their products or services, and reinforce their brand identity. Wallscape ads can transform a building into a visually striking and memorable advertisement, capturing the imagination of viewers and fostering a sense of connection with the brand.
Wallscape advertising is not limited to traditional rectangular designs; it can take various forms, adapting to the unique architecture and layout of the buildings on which they are displayed. Additionally, advancements in printing technology have allowed for high-quality graphics and intricate designs, further enhancing the visual appeal and impact of these wallscape ads.
Overall, wallscape advertising offers businesses an opportunity to create visually captivating and impactful outdoor campaigns. By leveraging the size and prominence of building exteriors, brands can attract attention, build brand recognition, and memorably engage their target audience.
Disadvantages of Wallscape Advertising
One of the key drawbacks of wallscape advertising is its inability to target the right demographics.
While wallscape ads may be visible to a wide range of people passing by, there is little control over the specific demographics or interests of the audience reached
given the limited and fixed number of buildings these ads can be installed at. Unlike digital advertising or targeted print media, wallscape ads lack the ability to personalize messages or tailor them to specific consumer segments. This lack of precision in audience targeting can result in wasted impressions and reduced return on investment for brands seeking to reach a more niche or specific target market.
High costs and limited availability pose another challenge for wallscape advertising. The prime locations for wallscape ads, such as prominent buildings or highly trafficked areas, often come with a hefty price tag. Securing these sought-after spaces can be a significant investment, especially for small or local businesses with limited marketing budgets. Additionally, the availability of suitable wallscape locations may be limited in certain cities or neighbourhoods, further restricting the options for advertisers. The high costs and limited availability make it important for brands to carefully assess the cost-effectiveness and feasibility of wallscape advertising within their overall marketing strategy.
One more major drawback associated with these wallscape ads is the high maintenance costs associated with it. Over time, outdoor advertisements are exposed to many risk elements such as changing weather conditions and environmental factors. Exposure to such conditions can lead to the overall deterioration of the wallscapes and in the process affect the overall marketing costs of brands who might be on a tight budget.
Don’t Confuse Wallscapes with Murials
Picture Source: andysowards
While wallscape advertising and mural advertising have a strong correlation these days, they do have some distinct characteristics. Wallscape ads are long-form poster ads focusing on the promotion of a brand, advertising a new launch of a product or just promoting a brand to create brand recall.
Back in the day, murals often served artistic and community-oriented purposes. They were either created to beautify urban spaces, express social or political messages, and contribute to the cultural fabric of a neighbourhood. However, the lines between wallscape advertising and mural art can blur, with some wallscape ads incorporating artistic elements and murals occasionally featuring branding. This fusion of art and advertising can create truly captivating and impactful visuals.
Murial advertising is one form of wallscape advertising that has gained popularity in recent years. By seamlessly integrating brand messaging into stunning and thought-provoking murals, advertisers have found a way to captivate audiences while contributing to the artistic landscapes of a city.
These murial ads often blend creativity, storytelling, and brand identity, resulting in visually striking and memorable experiences for passersby. As the boundaries between art and advertising continue to blur, murial ads have become a powerful tool for brands to connect with communities, spark conversations, and leave a lasting impression.
Image Source: Global Street Art
Many businesses have recognized the value of partnering with artists to create murals that reflect shared values and resonate with the public. Although there are agencies out there who specialize in such mural painting for brands. The point is, such brand-mural collaborations often generate positive PR, foster community engagement, and position brands as supporters of artistic expression and cultural enrichment. By leveraging murals as a medium for brand advertising, companies can align themselves with not only the local culture but successively tap into their target audience and build those meaningful connections that last the stand of time.
Get Noticed with Wallscape Ads
Wallscape advertising presents a unique and powerful avenue for outdoor marketing campaigns. With their larger-than-life presence, wallscape ads command attention, tell compelling stories, and leave a lasting impression. By creating impactful wallscape campaigns, businesses can tap into the vast potential of this advertising medium to elevate their brand visibility, engage their target audience, and leave a lasting impact on their target audience.
