This document discusses how infographics can be used in outdoor advertising. It provides examples of how infographics could be applied on the London transportation network, including on platforms and trains to capture passengers' attention during wait times. Digital display boards and mobile infographics are also discussed as effective outdoor methods. While outdoor infographics allow reaching large audiences, challenges include ensuring the graphic is engaging enough to be noticed and measuring effectiveness.

1. Infographics
in the real
world

2. “Info’ ‘graphics”
Displaying information & data
through visual graphics

3. How does an infographic work?
What are infographics?
Infographics clearly and
creatively display interesting
data or knowledge in a way
that is engaging and
understandable for the user

5. Application of infographics
 Typically, infographics are used online
 Companies create a blog post, write a short keyword description and
promote through social media routes – Facebook, Twitter, Email,
Newletters etc
 This route alone proves to be unbelievably powerful and great
infographics can potentially spread virally, reaching hundreds of
thousands of a targeted audience
Since 2010, searches for infographics have
increased by 800%
http://infographicable.com

6. Can infographics be
applicable offline?

7. Outdoor advertising
 Outdoor advertising is using
environmental spaces to reach consumers
on the move or in public places
 It is the fastest growing traditional
medium over the past decade, with an
estimated spend of £880 million in 2010
 It can enable reaching a large number of
consumers quickly or it can be used to
target a specific population in a distinct
location

8. Environments where infographics
could be applied
Leisure
Retail Transport
Point of sale Roadside

9. Positives of infographics in outdoor advertising
 Assurance to connect with hundreds of people, 24/7
 Flexibility – advertisements can be placed in areas where they are
most likely to be effective
 Opportunity to be creative
 Less intrusive, not pushy advertising
 Target the untargeted – increase brand awareness & potentially
attract new people

10. Negatives of infographics in outdoor advertising
 Not targeting can be risky.
 If not placed appropriately, it becomes a glance medium and not really
engaging. Infographics on a billboard for example usually only draws 2-3
seconds of attention: not enough to digest it and be effective.
 Hard to measure effectiveness. Online you are able to see a wealth of
information through analytics, but it is only really through surveys that you
can measure the effectiveness.
 Outdoor advertising by nature are longer campaigns and therefore come
at a higher cost.
 Prime locations will come at a premium cost and usually controlled by the
big players!

11. Where is appropriate
for infographics in the
real world?

12. Using infographics on the
London transport networks
 Transport for London states that
3 million people use the
Underground every day and
nearly two million people use
the London Overground every
week.
 The perfect opportunity for
using infographics are in areas
where passengers are forced to
wait…

13. Using infographics on the platform
 With a 3 minute average wait
time on the platform for a tube
train, CBS Outdoor research
say that passengers find
advertising here a
‘welcome distraction’
 Huge display space used
effectively could have real
impact with the consumer
 The infographic would need to
be clear and simple: quick for
the consumer to digest

14. Using infographics on the train
 Each passenger has an average journey time of 13 minutes.
 It is seen as the perfect time to communicate a more detailed brand
story
 Whilst the passenger may have time to read through a paragraph of
text, communicating the message visually will have greater impact.

15. Using infographics on the interactive kiosks
Kiosks are purpose built for users to interact with in
order to find information.
Advantages
 Condensing large amounts of information to be
easier to process and aesthetically appealing
 Communicated in-depth information more
effectively
 Purpose made for interactive infographics
Disadvantages
 More complex to design
 Not all data is visible on the same page
 May make it harder to hook users instantly

16. Intelligent digital display boards
Latest digital display boards are getting more intelligent.
The image shows a digital display
that has a built-in webcam.
It utilises face recognition software
to detect whether a person walking
past is male or female and targets
an appropriate advertisement.

17. Mobile infographics
According to the infographic on mobile marketing from digitalbuzz,
by 2014 mobile internet should overtake desktop internet usage.
 Smartphone technology provides the ability to create interesting and
interactive infographics
 Consumers can easily share infographics they like with friends, giving it
the ability to spread virally
 Effectiveness can be measured through analytics
 Near field communication (NFC) is a group of short-range wireless
technologies that can be used to send information to mobile devices.
This type of technology could really benefit the consumer, if used
effectively. Infographics can be set to provide information that will
influence them immediately.

18. It’s a constant battle to engage with your audience.
Marketers are always trying new ways attract their target
audience.
Infographics are not utilised enough. The flexibility that
they provide and the attention that they draw could really
explode your consumer engagement having a great impact
on your marketing results.

19. Service
Design