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Which of your friends does OOH most resemble?

Natalie Moores, Founder, Mac&Moore   |   01st March 2018

We’ve all got that one friend who is forever putting their foot in it. Perhaps it’s via a misjudged joke, poorly-timed comment, or blatant lack of awareness to something you’re sensitive about. In many ways, their blissful ignorance to these indiscreet remarks can form a large part of your fondness for them. Like a puppy who keeps tripping over its own ears, or a grandparent who has lost their ‘appropriate filter’ with age, and has begun giving total strangers life advice in Tesco.

Endearing? Sure. But sometimes you have moments of blinking disbelief at how this person has remained such a big part of your life for so long, directly followed by the numbing realisation that you probably couldn’t ditch them, even if you tried. You just have to grin and bear it, accept that their flaws are a part who they are, and that they have plenty of good qualities to balance the bad, like how they always remember your birthday! My relationship with this friend (naming no names, of course) is remarkably similar to my relationship with so-called ‘targeted’ online ads.

Case in point, ever since my ‘smart’ device seems to have figured out that I am a woman in my mid-twenties (27 still counts as mid, right?), I cannot get to a single funny cat video without first hearing the chirpy chorus of gaggling babies. They are kindly reminding me that I can test my ovulation calendar from the comfort of my own home. As a heads up on how accurately I’ve been targeted for this product …I’m so far from requiring these services that I’m not even sure that’s the correct terminology.

Out of Home advertising, on the other hand, can be far more tactful. It’s your friend who would always encourage you to treat yourself to that latte/new pair of boots/decadent mini-break … because you deserve it. You’re not OOH’s only friend, of course, they are a popular character who chats to all sorts of people, but the main thing to remember is that you are definitely one of them. The sight of a Calvin Klein billboard, or an achingly cool Topshop model winking at me on a digital screen in the area I live or pass through regularly is actually quite flattering.

Why? You know that the advert has been carefully positioned there because of a particular audience, aka me. Despite the fact that the brand may prefer to catch the eyes of some of my more affluent neighbours, it still feels like you’re one of the chosen ones.

You can still be targeted and cleverly single out individuals in the crowd without being tactless, insensitive and sometimes offensive. Spotify are a great example of this with their campaign at the end of 2016 where they used user data to send ‘direct’ messages to specific subscribers knowing it would provide entertainment for everyone else who saw it. I particularly love whoever played ‘Sorry’ 42 times on Valentine’s Day, seriously though, what did you do?

So as much as I know you’re here to stay, my sweet digital online advert friend, I implore you to take a small pause and think before you speak. I’d like to keep you in my life, but maybe you could focus less on my reproductive system and more on things I’d like to see, like 80% off at & Other Stories? And you, Out of Home ads, I may sometimes resist your alluring pulls towards everything from fried chicken to haute couture, but as long as you keep resisting the urge to make me feel like I’m some sort of failure for swerving the nappy aisle in the supermarket, then I think we’ll be lifelong pals.

Find out more about Mac & Moore here: http://www.macandmoore.com/ 

"As an industry, I believe, we have forgotten the power of repetition. Effective communication isn't small. It isn't cheap. It isn't once."
"Advertising isn’t supposed to be private. It’s supposed to be overheard, shared, stumbled across and discovered."
"And then there’s advertising’s past. The intrusive, inflexibile and mute billboards. They feel like throwbacks to the old way of doing things. A flat image with an unyielding rule that the consumer can take in no more than eight words (unless they’re Economist readers). How boring. How old school. Until you remember 2015's ‘Shot on iPhone 6’ campaign. Simple, traditional and utterly un-missable pieces of art in the urban landscape."
"Out of Home is the oldest medium of all There’s still huge power in the public message – the power of the public comment. It’s a big thing – it’s why people get married in front of an audience of 150; it gives a public sense of commitment."
"We've chosen to use digital to make everything more efficient...but we've forgotten how to explore and discover. It's a loss of serendipity and we've lost a lot of the humanity. We're becoming very reliant upon digital and the internet to make us incredibly efficient and we're losing out."
"The beauty of OOH is that it can double as a TV screen, a social feed, a camera, a vending machine, a download site, or a purchase point."
"OOH is constantly evolving, and its ability to integrate so brilliantly with new technology is one of its main strengths."
"Media changes, driven by digitisation, have left consumers facing a tyranny of choice—yet OOH is a channel that can still deliver huge audiences, and can increasingly do so in creative and engaging ways."
"The Out of Home sector has been tremendously resilient throughout the recessionary years, showing consistent growth driven by its fundamental benefits. In an ever-fragmenting media landscape, you can still reach pretty much the entire population, all at the same time."
"Out of Home is booming right now: OOH is the most ubiquitous media – you can’t turn the page, change the channel or switch it off, and Out of Home continues to integrate itself brilliantly with other new and innovative technologies."
"Posters decorate the world "
"Speed of change is all around us and no more so than in the rate at which advertising investment in traditional posters is being transitioned to include a far more flexible Out of Home canvas; the digital poster."
"I love OOH because the diversity of opportunities makes it a realistic option for almost any client. Add to this the ever growing possibilities for new innovation and it’s a media channel that is truly exciting to both agencies and clients alike."
"As DOOH becomes more “digital,” it becomes more agile, richer, and better able to play its part in a big idea. As a plugged in medium, DOOH can be the active element in a multi-layered campaign. It can create buzz, break news, invite interaction, and help to drive content and discussions online. Great DOOH campaigns are ones that sit comfortably within the wider brand strategy and capture the imagination."
"By its very nature, Out of Home’s remoteness from the consumer living room, from the office, and from the home computer, has made it a natural bedfellow of mobile marketing."
"OOH inhabits a wonderful space in which we benefit from a rich heritage of memorable, iconic campaigns and a truly exciting future unfolding before us. A broadcast medium that just keeps getting better."
"DOOH is a really interesting storytelling medium, beyond advertising. It allows you to touch and feel and interact in a way no other medium does. That's the real beauty of it, and usually overlooked"
"Show me any brief, for any client and any campaign and I guarantee that OOH will be able to have a justifiable role to play as part of the media solution. That role maybe big or small; local or national, classic, digital or both, large format, small format or anything in between... but it will be justifiable and worthwhile. There isn’t any other medium that can replicate that claim, or indeed come anywhere near doing so."
"London’s very large public transport network carries a great deal of OOH advertising. As a result, London alone has 170,000 advertising sites, more than 40 per cent of the national total. This makes London the most valuable city for OOH advertising in Europe and among the most important in the world."
"Digital OOH networks are multi-sensory and with the development of touch technology things are moving fast. Stimulating the senses more creatively generates social shares, great PR and awards."
"Central London will undergo a transformation and cities like Birmingham, Manchester and Leeds will get even brighter and more connected"
"It makes sense for the most welcomed and least intrusive media to deliver presence for brands interacting through the media"
"OOH remains the flexible canvas for which a guaranteed audience is never too far away"
"OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself"
"Smarter brands are contextualising their ad messaging, reaching a target audience when it matters most and can change behaviour"
"Poster sites really are the last true broadcast medium capable of near universal reach"
"Immediacy, targeting and excitement are what DOOH can offer that other media can't - its just very very cool.The opportunities are endless"
"The combination of classic and DOOH should be an intoxicating mix for any marketing director"
"Out of Home is an accountable, measurable and effective media for advertisers"
"Reaching people in the right place, at the right time is still Out of Home’s biggest strength"
"Posters are the purest and most effective form of communication"
"I would advise marketers using OOH not to see a poster as a Wikipedia entry, think of it as a piece of art"
"OOH engages hard to reach audiences on the move with inspiring and innovative communications"
"Using data to plan OOH enhances campaign performance by up to 200%"
"London is the most valuable city for OOH advertising... and among the most important in the world "
"Super premium digital Out of Home is one of the quickest ways to get into the conversation and make your brand famous"
"For a brand to live, it needs to appeal not only to the people who buy it, but also to the people who know about it "
"Media isn’t about the number of impressions you make. Media is about the power of the impression you make."
"In advertising, we have the power to change minds, change beliefs and change the world"
"DOOH offers deeper engagement than other media, more of a story and feedback"