Sponsorship billboard - a modern form of advertising
Today, the world seems to be completely dependent on advertising messages. Manufacturers are constantly competing with each other to present ever more impressive forms of advertising. It is safe to say that the most difficult thing nowadays is not only to attract the public's attention to a product, but above all to surprise them. With help comes the sponsorship billboard.
While much has changed in terms of advertising, one thing remains the same. A good slogan that is underpinned impressive sound and image, still remains crucial. Nowadays, advertising has many different dimensions, and one of the most popular recently is the sponsorship billboard. It is worth telling ourselves a little more about it.
Sponsorship billboard - what is it?
A sponsorship billboard is one of the most abbreviated forms of advertising. We can see it in various places such as streets, shopping centres or airports. Compared to other forms of advertising, a sponsorship billboard can be much more limited. This is because, on average, there is a maximum of 8 seconds per post. In such a short transmission time, producers need to be able to convey their message in a way that is accessible and understandable to the viewer.
At the same time, producing a sponsorship spot is not at all as easy as it may seem. Many times, such a spot has many legal restrictions that impose requirements on it regarding content, image and other factors. Therefore, producers need to think carefully about every element of their message so as not to violate these restrictions. One of the challenges of a sponsorship billboard is also that it has to capture the attention of the audience, in a competitive and crowded urban environment.
One way to make a sponsorship billboard effective is to use simple and concise slogans that are easy to remember and repeat. In addition, it is important to use appropriate graphics and colours that will grab the viewer's attention and stand out from other advertising.
In conclusion, the sponsorship billboard is one of the most popular forms of advertising today. However, it requires a great deal of ingenuity and creativity on the part of the producers in order to attract the attention of the audience in the short time of the message and, at the same time, to comply with legal restrictions.
What is not allowed?
In addition to content and form restrictions, a sponsorship spot also has a number of other legal requirements. Producers must take these into account when creating it. First and foremost, such a spot must not contain the traditional characteristic phrases for advertising messages, such as 'best for you' or 'one of a kind'. Such phrases may be considered inappropriate and misleading, which may violate consumer law.
Additionally, a sponsorship billboard video cannot use audio or visual elements that are associated with the product. As a result, producers have to look for other ways to grab the viewer's attention. One of these is to use creative and eye-catching graphics to make the ad stand out from other ads.
It is also worth noting that in sponsorship billboard no additional content may appear other than the name of the sponsor or possibly the product name. Everything that appears on screen must be meticulously thought out and linked directly to the advertising message. This forces producers to think creatively and look for innovative solutions. These are the ones that will make it possible to convey the relevant information to the audience in a short space of time and without infringing the law.
In summary, creating a sponsorship billboard is a challenge that not only requires producers to be creative. They also have to show off their knowledge of advertising law and advertising message regulations. Therefore, in order to create an effective and attention-grabbing sponsorship spot, producers have to spend a lot of time and effort to fine-tune every element of the advertising campaign.
Principles
The most common message we hear when it comes to a sponsorship billboard is "the programme sponsor is... the producer...". Referring to the legislation itself - the sponsorship billboard is very often placed at the beginning and at the end (by the way, it can only be at those moments of the broadcast) of the programme with which it has established a partnership.
In this connection, it is important to remember that it is the company, not the product, that sponsors the programme. Ideally, therefore, the company logo should be the most visible. Moreover, the logo should be presented clearly and preferably take up most of the advertising space. If you necessarily want to use the name of the product, you can use its name, but only in the following form: "the broadcast of the programme is invited by the sponsor ... the manufacturer of the product ...".
The most important thing is to maintain the key principle of not using characteristic phrases of traditional advertising messages, which firstly encourage the purchase of a particular product and secondly compare a particular product with others (to the benefit of the indicated one, of course). Such principles apply to text, image and sound.
It is worth remembering the rules
Unfortunately, despite the defined rules of sponsorship billboards, many manufacturers try to "bypass" these rules at all costs. They want to "smuggle in" as much as possible, at least a few themes that will encourage people to buy the product. Unfortunately, lawyers in this area are extremely vigilant, as several leading stations in Poland have found out, paying fines of up to 150 000.
How do you make a good sponsorship billboard?
Common to all is, of course, the preservation of the aforementioned laws. In addition, there is no single rule of success for all. Each spot should reflect the characteristics and values of a given brand. The realisation of a sponsorship billboard should also be planned in detail due to the costs of implementation. Here, among other things, technical elements, the number of storylines in the script and additional elements used during production should be taken into account.
An important element is also the length of time a particular billboard. For example, whether it is for the duration of a specific campaign or whether, for example, a particular billboard is to run on television for several years. The language in a sponsorship billboard is very important - the messages need to be short and concise, but also well remembered. Therefore, it makes sense to have a good logo that is quickly and well remembered. A sponsorship billboard is a win-win - for both the sponsor and the sponsored programme.
