Out of home is not just outdoor advertising anymore. Out of home incorporates the attributes of all the other media’€”radio, television, print and Internet. This advantage makes its positioning and definition constantly in flux. It is a key strategic part of a media campaign, rather than an old fashioned afterthought. Advertisers and brands can integrate their social, mobile and local media strategies to bring improved results, greater economic efficiencies and higher consumer engagement.
It doesn’t matter how long you have been in the industry, it seems that you can never really ‘€œcatch up’€ or anticipate the next trend in out of home. For a ‘€œslow’€ moving industry, we move pretty quickly! New technology, elements and products have taken the medium from location-specific inventory that’s inflexible, and hard to buy and measure, to a medium that’s strategic, social, audience-driven and more accountable. Planning season is getting more difficult with all of the choices. Continue reading →