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

Creating a Real Impression

Steve Bernard , Insight Manager, Primesight   |   23rd July 2018

Advertising is of course the Art of Persuasion. The investment in transmitting a message needs to have a clarity of purpose which attracts attention, communicates a proposition and makes an impression...

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The Golden Age of Outdoor

Ric Albert , Creative Director, Grand Visual   |   25th May 2018

Ten years ago, digital out-of-home was in its infancy; a blank canvas yet to be painted with the exciting content we see today. Film marketing was still very much focusing on the traditional channels...

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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...

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An Insightful Hat-Trick

Katherine Ashmore, Communications Manager at Outsmart   |   01st February 2018

Last week was certainly one that was jam packed with all things Out of Home and media. From stand out advertisers, esteemed panels and noteworthy insights to discussions, disagreements and alleged decapitations,...

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Break the Mould - blowUP Bans Media Lunches

Simon Russell, Sales Director of blowUP Media   |   30th January 2018

Break the mould – “Put an end to a restrictive pattern of events or behaviour by doing things in a markedly different way”.

I’ve worked in media a long time,...

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So... What Does Outsmart Do?

Tim Lumb, Insight & Effectiveness Director of Outsmart   |   30th January 2018

At a recent Mediatel event, one of the panel sessions raised the question of Outsmart’s role in OOH. The view of the panel members was that Outsmart should be doing more and naturally they made...

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IPA TouchPoints research shows increase in multimedia usage

Nicola Barrett , Head of Research, Exterion Media   |   19th September 2017

UK adults' media consumption has rocketed 9% compared to 2016, according to the IPA's latest TouchPoints research. This is probably not that surprising considering the fact that there's...

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Digital OOH is Reaching the Tipping Point, But No Transformation in Sight at Cannes

Dan Dawson, Chief Creative Technology Officer, Grand Visual   |   04th July 2017

This year, whilst many battled for a drink at the Gutter Bar during the world’s largest gathering of advertising professionals, I opted to review the creative, and conduct my Cannes analysis from...

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Summary of FEPE International Congress Stockholm 2017

Stephen Foster,   |   23rd June 2017

The 58th FEPE Congress – this is certainly a body with a few miles on the clock – played to a packed Congress hall in windy Stockholm from June 7-9.

Out of Home is an industry with...

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Turning Data Into Meaningful, Empowering Digital Out Of Home Experiences

Neil Morris , Founder & CEO of Grand Visual   |   06th January 2017

The once humble billboard, now a connected powerhouse, looks set to play a key role in the future of smart city infrastructure. The digitisation of the Out of Home media landscape continues apace and...

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Automation will free us to add value where it counts

Charlie Makin, Investor and Board Advisor of Bitposter   |   08th November 2016

A little while ago, Jerry Buhlmann said that Dentsu could be "approaching 100% programmatic by 2020". It created a minor storm for two reasons: Buhlmann, global chief executive of Dentsu Aegis...

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Dan Dawson on Cannes

Dan Dawson, Chief Creative Technology Officer, Grand Visual   |   05th July 2016

Another year of sunshine, creativity and rosé at the biggest advertising festival on earth. Let’s just start by saying I love Cannes. As well as the obligatory networking, I like to use it to...

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Why add Twitter to OOH?

Gemma Proctor, ‎Research Manager, Twitter   |   29th June 2016

We like to think of Twitter as something that compliments and adds to the strengths of other media - a bridge not an island. This is particularly true for Out of Home (OOH). It enjoys a symbiotic relationship...

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(I lied about being) The Outdoor Type

Keith Benzie, Client Partner, Space & Time   |   24th May 2016

Hopefully the slightly cryptic – and more-than-slightly tenuous – title of this post will lead you to seek out the song of the same name (by Australian band Smudge). Then again, perhaps...

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Traincards come of age

Ian Reynolds, CEO at KBH On-Train Media   |   16th May 2016

In this time-strapped, fast-paced age, very rarely do we relax and enjoy our down time. Once the go to way to treat yourself after a hard week at work, in-store browsing and shopping have become activities...

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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"