Technological advances offer a wealth of opportunities for OOH but a strong strategy will always be key to success
It is widely accepted that the media world we now inhabit is changing at an ever-increasing pace – none more so than the out-of-home medium.
The levels of investment by landlords, estate owners and media owners is unprecedented and – as technological advances, costs, connectivity and smartphone capabilities improve – the opportunities across out-of-home continue to exceed the imagination of much of our industry.
When I started in the business in the early 80s at BMP, there was a campaign for London Weekend Television that I remember vividly.
Every Monday, when I travelled in on the regular commute to Paddington, there was a new poster – each one in the same highly visible location and usually involving some humorous or intriguing take on the forthcoming weekend’s star offering.
I saw several of them over time, increasingly amazed that they changed so quickly and were always topical and entertaining.
The campaign, by Gold Greenlees Trott, was brought to the streets by Eric Newnham, now the chief executive of Talon. Every Monday morning at 6am, Newnham took Mike Gold on a site tour across London to make sure that all was in order.
Andy Tilley, chief strategy officer and creative partner, Talon
Read the full article: A landscape of possibilities