A collection of opinions from some of the biggest names in the advertising industry as well as some thoughts on campaigns spotted out and about by OOH lovers

All Industry Folk The Outcrowd

Listen, Ron. Have you ever heard of synergy?

Jo Scully, Assistant Strategy Planning Director   |   22nd April 2016

I bet if I asked you what Ron Burgundy’s reaction would have been to the free drinks bar on offer at Adweek, you’d have a pretty good idea. This character, thanks to the wonderful storytelling...

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I challenge you not to sing along in your head!...

Jali Henry, Office Manager   |   19th April 2016

You know when you’re really really hungry? Level 4 hunger? Humour me for a minute whilst I briefly describe.

Level 1 hunger is when you can’t decide what you want...

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The Future of Out of Home Advertising

Nadja Lossgot & Nicholas Hulley, Creative Directors at AMV BBDO   |   11th April 2016

Nadja Lossgott and Nicholas Hulley are Creative Directors at AMV BBDO in London. In 2010 they were part of the team that won a Black Pencil for the Trillion Dollar campaign, and followed up in 2015...

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I would advise marketers using OOH not to see a poster as a Wikipedia entry, think of it as a piece of art

Jennie Sallows, Head of Insight EMEA at Kinetic   |   30th March 2016

The less you show the more you grow. Kinetic’s latest behavioural economic findings demonstrate showing selected products sells more than when you show the whole range. We are working with L’Oréal...

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Using data to plan OOH enhances campaign performance by up to 200%

Russell Smither, Insight Planning Director at Posterscope   |   30th March 2016

The granularity of data about people’s behaviour out of the home has exploded in recent years and results show that planning campaigns using such data significantly enhances campaign performance...

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2016 is set to be a year of acceleration for the Out of Home industry

Steve Parker, co-CEO, Starcom Mediavest Group   |   29th March 2016

2016 is set to be a year of acceleration for the Out of Home industry. While more change in ownership and contracts is inevitable it feels like this is a sector in a hurry. Whether it is organisations...

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OOH remains the flexible canvas for which a guaranteed audience is never too far away

Dino Myers-Lamptey , Head of Strategy, the7stars   |   24th March 2016

The Out of Home market continues to be one of the most robust and predictably exciting sectors in our industry.  Other channels continually compete for share of attention and media time, so are...

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I don’t love you anymore

Jo Scully , Assistant Strategy Planning Director   |   21st March 2016

I wasn’t quite prepared for this on my way to work. He looked stricken; she more resigned. It was such a devastatingly sad scene that it caught my attention immediately, and my gaze quickly hopscotched...

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2016 is the year for OOH to become the stand out medium of the year

Chris Forrester , Managing Director for Primesight   |   18th March 2016

2016 will be an important year for Out of Home; the opportunity for it to become the stand out medium of the year. The building blocks have been laid over the last few years with investment in digital...

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OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself

Grant Branfoot, Sales Director for Outdoor Plus   |   18th March 2016

Out of Home’s ability to deliver communications to people at the right time, in the right place & right mind-set is as relevant as ever to advertisers. Whilst we have seen some fantastic examples...

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London Victoria is a Celebrity Station

Martin Ives, Marketing Manager, T4media   |   25th February 2016

To gain a greater understanding of the type of commuters who engage with AdGates, T4media has run a number of different queries on Route based upon spending habits and lifestyle choices. We soon...

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Five trends in UK OOH advertising for 2016

Naren Patel, CEO and Customer Service Rep for Primesight   |   15th February 2016

Out of Home (OOH) adspend in the UK broke the £1 billion barrier in 2014, and is predicted to grow by 4.8% in 2016, according to forecasts from the Advertising Association and Warc . But what...

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DOOH Trends & Game Changers

Neil Morris, Founder of Grand Visual   |   12th February 2016

So that was 2015. For digital OOH it consisted of the usual mix of activity – standard display campaigns, one off activations, interactive and experiential fun and games as well as dynamic display...

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Definitely Some of the Best Posters of 2015

Katherine Ashmore, Communications Manager   |   11th February 2016

In 2015, with a declining market and an evolving audience of beer drinkers, Carlsberg knew that it needed to change the way it spoke to its core audience and broaden their appeal.

A prime example...

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Missing People

Ross Miller, Director of Fund Raising and Communication, Missing People   |   01st February 2016

Every five minutes someone in the UK goes missing. These are vulnerable children, adults in crisis, families left desperately waiting for news. Missing People is the UK charity there to find them. The...

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"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"