The Out of Home media category continues to increase revenue and profit at a time when the majority of media companies are doing it tough.
Why is this so?
Quote from OMA ( Outdoor Media Association )
" When the OMA first commissioned this research by Deloitte Access Economics in 2007, we were a $428 million industry. The next report in 2011 described a $494 million industry. And this third report in 2015 measures a $682.1 million industry. As our growth continues, ending 2016 at a record high of $789.5 million (an overall increase of 15.8%), this research is more important than ever, particularly as our populations become more urbanised and digital technology enhances what our signs can offer advertisers, governments and citizens"
However there are more reasons why the medium is attractive. Here's but a few reasons.
* Creatively you can have fun designing large scale communications where simplicity of message is the key.
* You can see it. Yes actually see it live in situ on poster site, on a bus or tram, a street corner, in a shopping mall or at an airport.
It is a tangible living being, not a figment of a computer's imagination. Robots can't fudge your audience figures.
There is syndicated research to support the audience delivery.
* Digital technology means the message can be enhanced with updates via the internet, messages can be changed and location based advertising becomes relevant.
* It is multi local, meaning you can pick and choose regions. No wastage by having to buy national only mediums.
* It's affordable when compared to other mediums and is available where you wish to make an impact over a fixed period of time.
Media Futures presents industry articles from time to time highlighting trends and developments. If your media policy, media strategy, media planning and media buying have not addressed the power of Out of Home, seek out an independent media professional.