If you’re looking for an innovative way to advertise that goes beyond billboards and social media, you and your brand might consider implementing street art and mural advertising into your ad campaign. If you live near a city, especially one with a rich history of urban art like Los Angeles or NYC, you have probably seen mural paintings and street art. This type of art has often been used to support social movements and other important causes by displaying eye-catching art and slogans in a prominent location. May mural artists around the world have their own distinctive style and techniques and have gone to great lengths to perfect their art. Some artists scale walls to reach the optimal height for their masterpieces to be viewed, and others paint illegally on the side of buildings in order to make a statement.
Mural advertising has been around since the 1830s and is now being recognized by younger generations as an important part of urban history. Young people were raised with television and internet ads, so an ad made with love by an artist stands out among the media-driven landscape of their urban environments.
Murals are a great advertising method for forward-thinking companies producing clothing, music, video games, movies, and other products inspired by our culture. Artists have a long history of drawing inspiration from one another, so it’s understandable that many murals are inspired by eighties and nineties art and alternative movements. These murals are a part of urban history, and while some have been painted over, murals from the eighties and nineties do still exist in certain cities. With the resurgence of vintage trends in clothing and decor, a vintage-inspired mural ad is sure to draw the attention of a young crowd.
Types of Mural Art
Unlike online or billboard advertisements, mural advertising leaves your artist’s piece at the mercy of the elements and urban life. While there is always potential for a physical ad to be vandalized, mural advertising that respects a city’s art and history is going to be respected in a community in turn. As your ad becomes one with the urban environment, it is certain to weather over time—so it’s even more important to choose an experienced mural artist who knows which tools and materials to use.
Most mural artists use a method called fresco painting in which they apply water and paint to wet plaster on walls and ceilings. The paint will eventually dry and become one with the plaster. Brick walls are best for a fresco mural since they can be painted over with plaster but should be waterproofed so they are not ruined by moisture over time.
Hollow tiles, which resemble bricks but weight less, are also a great option for fresco painting. There are also other types of mural painting techniques that use egg yolks, oil, and acrylics. Application methods include traditional paintbrush, roller, and airbrush.
Your mural artist will know which materials work best, but it may take some time to find a mural location that is ideal for both artist and audience.
If you can’t find a wall that is suitable for your artist’s technique, you might consider a wallscape. If you choose, you can seek out a digital artist to create a piece of artwork that resembles a mural painting or fresco style—without all the hassle of actually creating it. These wallscapes can be printed on vinyl and rolled out against a wall.
Incorporating Other Ad Elements
Murals certainly make memorable and visually appealing ads, but your ad doesn’t have to be purely visual. You can also work with your artist and design team to include slogans, QR codes, and interactive elements. Murals that include painted trees, butterfly wings, butterflies, or balloons can be used as props for viewers to touch and photograph. These also tend to spark interest on social media—so consider including a hashtag or QR code for your viewers to share.
Mural Location, Pricing, and Legalities
Mural advertising spaces can be leased by vendors or businesses. Vendors regularly lease their spaces for advertising, making the process easier. If you choose a space yourself, you will have to get permission to advertise from the owner or landlord—and they’re likely to say no. In terms of pricing, larger cities like Los Angeles and New York City will always charge more. Like most ads, pricing is based on location and CPM (cost per mile), or the impressions your ad receives. The average cost of a mural is $18K to $20K and you may have to pay your artist more depending on the complexity of the mural.
Mural advertising is legal in most states as long as you receive the building landlord’s permission and follow state regulations regarding ad sizing and content. Mural advertisers in cities like Los Angeles continue to face criticism from communities of artists who worry that their projects will be banned in favor of for-profit mural ads. This is why it’s so important to respect cultural and community traditions when creating mural ads—or any type of ad. When treated with respect, though, murals can be a gorgeous addition to any city—and a great way to draw attention to your brand.