2016: Handgemalte Großflächenplakate als topaktuelle Eyecatcher
Netflix, Synonym für New Television und Digital Streaming, setzt auf die älteste Werbemethode ever: handgemalte Großflächen. Das Originäre als Kontrast zum Mainstream. Media Life berichtet von einem neuen Trend. Years ago, nearly all out of home signage was painted by hand. It took a lot of time but the results were gorgeous and really caught the eye. Alas, that method was largely phased out with the rise of cheaper and quicker billboard alternatives such as printing on vinyl. In recent years, however, hand-painted billboards have been making a comeback as a cool, old-school form of OOH advertising capable of drumming up as much interest on social media as they do among passersby. Hand-painted billboards also build a huge amount of buzz through the painting and installation of the display, which attracts attention over several days.
How it works
Designers first work up the image on paper, then painters transfer an outline of the image onto the surface being painted. Most projects employ one to six painters, usually highly trained artists. It takes three to seven days for the billboard to be painted. Paints used can range from water-based latexes to be oil-based enamel to artists’ oils. Drying time depends on the climate. On a hot summer day the paint can dry very quickly, but generally it will be dry by the end of the day or the next morning. The amount of paint used depends based on how big the job is and how many colors are involved, but the cost is usually built into the contract. Just about any surface can be used, as long as it’s clean and dry. Older ads can be painted over, though it may take a few coats to completely cover the previous ad. Traditional billboard signage can be painted, but which structures can be used comes down to local zoning codes and the billboard owners’ permission. In busy urban areas, painted ads are often at street level on the sides of buildings, and here the benefits of hand painted signage really stand out versus screen-printed signage. “When it’s on the side of a building, it’s more in your face. When you paint red, it’s a true, rich red,” says Dan Madsen, founder of the painting company Dusty Signs in Minneapolis. “And the aspect of when you’re painting it, it’s like a performance piece almost. Instead of getting as many up as possible, let’s slow down and do a few great ones.”
Markets
Billboards can be hand-painted in any market where billboards are available, but larger wallscape-style painted ads are typically only available in the top 15-20 markets. Larger markets such as New York and Los Angeles have large walls that almost exclusively feature hand-painted ads.
Numbers
There are no reliable numbers for the number of painted billboards. Since any billboard can be painted, here’s the breakdown for billboards generally: This year there are 158,868 bulletin (14-by-48-foot) displays in the U.S., according to the Outdoor Advertising Association of America. There are also 165,606 posters (12′-by-25′), 33,336 junior posters (6′-by-12′) and 4,029 walls or spectaculars.
Quelle: Media Life Magazine
