Matthew Dearden on digital out of home

Insider has been rereading Open3, a grand book on out of home creativity which was given to LOOKOUT2017 attendees.  Here’s a quote from Matthew Dearden, President-Europe at Clear Channel Outdoor, on digital out of home:

“Digital OOH (DOOH) creative is now scaling without losing its new-found smarts…With the flexibility of airtime and greater responsiveness than any other medium DOOH’s timing and triggers give brands exactly what they need: ice cream advertising in hot weather; hay fever remedies during high pollen counts; music stars synchronising ads to their radio airplay; supermarkets responding on the same day to their competitor’s price moves – all of this creative potential is live today, though far from being exploited.”

Dearden encapsulates in 1 sentence the potential for dynamic advertising on digital billboards.   Weather prompted advertising.  Pollen prompted advertising.  Radio airplay prompted advertising.   Real time responses to competitors.  Are you encouraging your clients to take full potential of digital billboards or are you caught in the same old world of logo and phone and address?

The Open3 book was published by the Outdoor Media Association of Australia, Out of Home Marketing Association of Canada, Outdoor Advertising Association of America, Outsmart UK and the Federation European Publicite Exterieur.  OAAA has some copies available for free plus shipping.  Contact Nancy Fletcher (Nfletcher@oaaa.org) if you’re interested.  You can read the entire Open3 book online at this link. Insider will run a series of quotes from the book.


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One Comment

  1. Matthew I couldnt agree more – now all we need is closer collaboration between media and creative agencies – co- creation by location – and we will have THE most powerful, influential medium available to clients.