OOH – A Core Media Buy

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Dan Levi, Executive VP & Chief Marketing Officer at Clear Channel Outdoor Americas authors an article at Media Village.com promoting OOH and the industries new branding initiative as led by the OAAA.

A couple of excerpts from the article.

  • For the past several years, out of home advertising (OOH) has been a hotbed of innovation, embracing the rapidly changing demands of the digital age while continuing to delight consumers and broaden the medium’s appeal to advertisers.  With consumers spending 70 percent of waking hours outside the home, and more than 90 percent of purchases still made in the physical world, OOH is more relevant than ever. Unlike all other traditional media, the $7 billion OOH industry has realized 25 consecutive quarters of growth since the recession. From Twitter to the World Series to Snapchat the power of OOH is helping brands cut through the clutter and make a difference in today’s fractured media environment.
  • The industries new 5 year plan’s value proposition makes the simple case for OOH’s unique impact:

In today’s world of clicks, likes and page views, OOH advertising is a core media buy, because OOH is more creatively impactful, more contextually relevant and more of a media amplifier than ever before. OOH is the real thing. It can’t be blocked, skipped or viewed by bots. OOH is always on, surrounding and immersing audiences with real, powerful advertising, wherever consumers live, work, travel, shop and play.

  • Moving forward, the OOH industry has also identified five priorities critical to reinforcing its role as a core media buy:
  1. Emphasize OOH’s unique ability to use data to connect with specific audiences in contextually relevant locations along the path to purchase;
  2. Highlight the unique and unmatched creative potential of OOH, and its big, bold, beautiful storytelling canvas;
  3. Continue to offer innovations that advertisers big and small can easily implement and deploy at scale;
  4. In partnership with the industry’s OOH media specialist agencies, tell the story of OOH to a broad group of marketers, creatives and media planners in order to integrate the medium more fully into the broader advertising ecosystem.
  5. Above all, deliver to our customers measurable solutions and proven results.

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