Outdoor has impact for brand building and can deliver point of sale relevance and a call to action, plus adapt to a new media environment. It is also characterised by…
Last broadcast medium; achieves rapid broadcast coverage, combined with high frequency
High impact - lends brand stature
Inescapable; no editorial competition; no “cost” to the consumer; low involvement processing benefits
Consumers are on the move; dramatic rise in road, rail and train travel; young people more in tune with media on the go
Synergies with key media audiences; light TV viewers, ABC1s; communities can be easily defined and targeted
Measurement
Out of Home is a complex medium and globally, the industry has made great strides to apply consistency and accountability to media measurement.
Where industry consensus prevails, measurement has moved from a basic opportunity to see (OTS) to something more accountable and using an integrated approach of different sources. This generally includes a combination of detailed travel data and a contact definition which goes beyond mere OTS proximity for a panel. The implication of restricting the contact definition is important in that it creates a more credible and realistic measure of contact, rather than a limitless coverage and frequency estimate which, in truth, does our industry no real favour.
Those markets without effective measurement are being encouraged by contractors and agencies to adopt best practice and provide a consensual approach that gives Out of Home sufficient credibility to compete with other, both traditional and emerging, media.
