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Introduction to Outdoor Advertising

“Growing urbanisation, increasing digitisation and accelerating technological innovation within the sector, mean Out-of-Home communicates faster, more effectively, with greater flexibility, and increasingly benefits from a more reliable accountability.” JCDecaux

Join Neil Wilkins for this introduction to outdoor advertising and learn how it might fit within your customer journey to open up new possibilities for attention, engagement and potentially conversion.

Definition of Out of Home Advertising
“Any advertising that reaches the consumer while he or she is outside the home” (Advertising Association UK, 2019)

From bus shelters to malls, street furniture and roadside advertising rapidly reaches the entire urban population.
Advertising that offers “podiums” to create memorable brand messaging and increased brand perception.
Advertising that communicates effectively with captive commuter audiences on a regular, daily basis.
Advertising that communicates with influencers; decision-makers, trend-setters and international audiences.

The Power of Out of Home Advertising
“Outdoor advertising makes a significant contribution to the media mix. It is complementary, substantial, and irreplaceable.” (Christian Schmalzl, Co-CEO Ströer, 2021)

The Rise of Digital Out of Home Advertising
“Digital out of home advertising (DOOH) enhances the ‘real world’ with digital content, delivering more engaging and interactive experiences.” (Clear Channel Outdoor, 2022)

Embracing Digital – A New Era
“DOOH advertising isn’t the future — it’s the present. It’s not only bringing outdoor advertising into the digital age but transforming the way we engage with advertising and the world.” (Adam Green, Senior Vice President and General Manager of Broadsign Reach, 2023)

Creativity – The Lifeblood of Effective OOH Advertising
“Creativity without strategy is called art, creativity with strategy is called advertising.” (Jef I. Richards, Professor, Department of Advertising + Public Relations, Michigan State University)

Out of Home Advertising in the Digital Age
“In a world where we are increasingly spending time in the digital ‘non-place,’ OOH advertising provides a human-scale, grounded, and powerful medium.” (Jean-Louis Missika, Deputy Mayor of Paris, 2017)

Future of Out of Home Advertising
“The future of out of home advertising is interactivity. Brands that invite consumers into the conversation will see the most success.” (David Krupp, former CEO of Kinetic North America, 2021)

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