OUTSHOUT

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

Chess Players Make Good Mates

Tim Lumb, Director, Outsmart   |   25th September 2018

Global’s acquisition of Primesight and Outdoor Plus comes hot on the heels of more recent media chess-moves. In the US, July saw Netflix invest in Regency Outdoor Advertising assets in Hollywood’s...


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FEPE Congress First Timer

Tim Lumb , Insight & Effectiveness Director, Outsmart   |   26th June 2017

As a newbie going to FEPE I didn’t know what to expect. FEPE’s congress was entitled A Time of Revolution. FEPE president Matthew Dearden talked about the ‘right to...


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Smart Linear: Maximising the Potential of Digital

Ric Albert, Digital Director, Grand Visual   |   01st June 2017

Ten years working as a creative in the digital OOH industry has allowed me to champion creative excellence and more intelligent ways of using such a potentially rich channel. There have been creative...


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Winners can be chOOHsers

Tim Lumb, Insight & Effectiveness Director, Outsmart   |   25th January 2017

Advertising Works 23 is a rather hefty tome of IPA Effectiveness-award winning case studies and insights. Measuring in at 450+ pages, the golden book holds a fantastically diverse mix of brands that...


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Disrupt me now

Katie Ingram,, Strategy Planning Director   |   01st July 2016

We have heard a lot about disruption. Brands must cause a disruption to stay relevant. Brands that wish to survive must be prepared to be disruptive. Brands that will win in an age of disruption are...


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Health and Fitness – a national obsession

Dan Photi, Head of Sales, Boomerang Media   |   28th June 2016

So just how big can the fitness industry become? With gym membership penetration at an all-time high of 14.3% of the UK adult population, it’s a fair question to ask.

There’s...


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Kopping off - Science & Art get it on

Jo Scully, Assistant Strategy Planning Director   |   13th June 2016

In case you missed it, down at Boxpark on the 2nd June was a wonderful street art installation by Kopparberg to launch their new Fruit Lager.

But this was no ordinary street art…....


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A Tale of Two Icons

Steve Bernard, Insight and Effectiveness Manager   |   18th May 2016

Bus advertising has always conveyed two powerful elements of broadcast advertising; stature and iconicity. In the nation’s capital especially, few things resonate with Londoners more than one...


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Behind every great idea, there is a great poster

Sinead Hensey , Strategy Planning Manager   |   25th April 2016

With so many exciting advances in the digital sphere, it’s unsurprising that the majority of the content at Advertising Week Europe was led by the big tech and digital firms. Some of the new products...


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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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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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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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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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Fighting the urge for a morning cheeseburger

Tim Lumb, Insight and Effectiveness Director   |   22nd January 2016

On my way into the office this week, I read that advertisers are expected to lose an estimated $7.2 billion globally this year to online ad-fraud, according to the Association of National Advertisers....


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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"