CMDC Media Digest, 2015-2016
OUT OF HOME TRANSIT Out of home is arguably one of the oldest forms of advertising in the world From commercial messages reportedly found in the ruins of Pompeii to ancient Greeks and Romans who were known to have hung papyrus plaques outdoors to advertise lost and found notices out of home advertising has been used consistently and effectively to reach mass audiences for thousands of years That stated outdoor media has continued to evolve over time When you think about it modern out of home advertising has gained from virtually every innovation in media including digital social media and mobile Digital video boards beacons GPS smartphone apps and realtime feeds dynamic content capabilities have all helped to keep out of home relevant and engaging In some ways OOH can serve as a conduit to connect the digital and physical worlds Furthermore the evolution to digital formats allows for shorter lead times resulting in the ability to change messaging more quickly than ever before The ongoing success of outdoor is a product of relentless presence multitude of formats and superior impact As a mass media platform it reaches consumers and delivers messaging during their daily commute on lunch break to and from shopping and en route to leisure activities In fact out of home is often the last message a consumer receives before making a buying decision As the creative format in OOH continues to be extremely versatile and visible it is naturally a high impact creative medium Billboards and murals for example serve as canvases for large format ads and lend well to creative expression in campaigns that surround consumers who spend much of their time outside of their homes Meanwhile transit advertising can be utilized to create immersive experiences through multiple executions and formats reaching a wide urban audience including hard toreach millennials who rely on public transportation more than ever before Out of home advertising is an always on media platform that can add elements of reach in market visibility and impact to your communication plans and deliver messaging that cannot be avoided by consumers Karl Flanders Executive Vice President Media Director Saatchi Saatchi Canada 145 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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