Building Client Confidence in OOH Media Audit One Picture At A Time
by Obianuju Mbey
There is a popular phrase – “A picture tells a thousand stories”, the saying goes as far back as the 20th Century.
TMKG Consulting as an OOH Media Audit agency provides great opportunity for clients to be assured they get their money’s worth through the images we deliver to them.
These images provide holistic view on the kind of environment their sites are located, the nature of traffic, the distance at which the board can be seen and so much more.
Asides being an insight driven agency, our core as a company is telling stories with one picture at a time through monitoring of various sites and giving feedback to client.
Clean your camera lens
Maintaining clean lens is the first step to taking clean and clear pictures. Our phones spend a lot of time in our pockets, bags and even our hands. We use them in any weather conditions (rainy, dusty etc).
As a result, the lens can get dirty by these weather conditions or our fingerprints/oil and in turn this can create blurry images.
- From time to time, ensure that you have a soft cotton material to always clean your lens before taking any picture of a site for a clear and clean image. You can also use a cotton bud to gently clean the lens of your phone camera.
- Also, minimize touching the camera lens.
Check camera settings
Don’t assume your camera settings are where you left them – Consciously and repeatedly endeavour to check the resolution of your phone, camera storage and Geo Tag feature and adjust accordingly if there is any need.
It is always better to shoot with the highest resolution to get the best level of quality.
Taking images with a lower resolution and uploading to Postertrack will affect the quality of the picture and won’t deliver the best result.
Also, always make sure the Geo tag feature of your camera is on to enable clients know how they are spread across different cities compared to their competitors.
Rule of Thirds / Assistive Grid
The Rule of Thirds is basically about balance and composition. It consists of four important lines that help frame the image to create more focus on the subject.
Studies have shown that when viewing images that people’s eyes usually go to one of the intersection points most naturally rather than the center of the shot (According to digital-photography-school).
Taking OOH photos and placing them in assistive grid gives a more balanced image, tells more story by helping clients focus on their boards and how it is viewed by their audience.
However, this rule can also be broken as there are many other situations where it might be better to ignore the rule of thirds than to use it.
Never use digital zoom
One thing that should be avoided at all cost is the digital zoom function on your camera. This is because the zoom function on most phones doesn’t work in the same way a normal camera would. What the phone camera zoom does to the photo is crop into the subject, making subjects appear closer and it causes distortion. The only good way to photograph something far away is to get closer.
Notice how the first photo has far less definition than the second. The details are blurrier, the colours a bit washed out, and overall, it’s a dull image.
Moving closer to the subject preserves the image quality. If you can’t move closer, it’s better taking a regular photo and cropping the final image. You’re effectively doing the same thing, but we advise you get closer.
Optimizing the different shots (with the use of newspaper and monitoring code)
It is imperative that we capture various shots (Long and close) for our clients to enable them have an understanding about their sites (environment, position, traffic density, clutter etc).However, some clients require the use of monitoring code and newspaper and sometimes, we do not get the best shots. Below is an example of a shot that is not good enough and a shot that is highly recommended.
In the first image, we are unable to read the campaign clearly and the date in the newspaper is not showing. However, in the second image, notice we are able to see and read the message/campaign.
We are unable to see the board in the first image because the shot is too long. However, in the second image, we can see the board. The second image is the best way to take a long shot especially with newspaper and monitoring code.
Watching your environment
Asides OOH Audit being majorly about compliance, we also must tell a story about the environment where the board is located. The angle and position the board is captured matters as well.
The shots below do not give detailed explanation about the location of the board. The first two pictures do not show if the roads are accessible to vehicles while the last picture does not show the board at all.
There are really no bad camera phones (in this age and time), but bad photographers. You may have the best of camera phone or DSLR Camera and still have the worst photographs. Photography is not always about the device but the user of the device.
Also note that camera phones have a slow shutter speed, try to hold your device as steady as possible when taking a picture. For best results, hold the phone with both hands as you snap the photo. This ensures that there is no shake and it avoids a blurry picture as the outcome.
With these few steps, we are sure going to build client confidence in OOH Media Audit by delivering stories about their portfolio through great images.