With or without digital innovation, outdoor advertising will always be relevant.
May 31, 2011
Last week, I had the pleasure and privilege of addressing the Federation of European Publicity Exterior (FEPE) on out of home (OOH) marketing. In case you couldn’t tell from their name, FEPE is the association for outdoor advertising in Europe. It is because of my lengthy experience with Altoids, and the resulting affiliation with the Outdoor Advertising Association of America (OAAA), that I found myself in Spain. I am passionate about outdoor advertising. Unlike the other mass media, I feel OOH is becoming more relevant in the 21st century, not less. And not just because of the obvious reasons, i.e. innovative technology and synergies with mobile. Below is a bit from my discussion, which I hope you find interesting. Bear in mind it was excerpted from an oral presentation. I was pointing to pictures while I spoke and I can’t include all of them here.
Along with social media, the new, new thing in outdoor advertising has been the explosion of digital technology. DOOH media spending will increase almost 60% from 2009 projections to 2013. We’ve all seen creative examples, tons of them already at this convention. Digital innovation has reinvented the medium. Yet, rather than feature more of these in my presentation, let’s look instead at some seemingly low-tech executions that, in my view, are as modern as anything out there.
With these example we see the real power of outdoor advertising: an ages-old ability to generate ideas without QR codes, new technology or even electricity. Because of its old-fashioned pedigree, I think many of us try way too hard to prove how contemporary outdoor advertising is. We hasten to pimp the newest technology, arguing that it makes OOH competitive with all the other screens out there.
In the 70’s, digital watches were all the rage. So sleek, modern and cool, we all had to have one! And then we didn’t. We quickly rediscovered the timeless beauty of time. Now digital watches are just a curiosity. The ultimate irony: they are nostalgic!
I’m not suggesting digital formats are trite. Far from it. Its possibilities are endless and evolving. I’m just suggesting there’s something to be said for the old school as well. after all, the first sign one sees driving into Las Vegas says what happens in Vegas stays in Vegas as well as anything in the 21st century, maybe even more so.
I bracketed the above portion of my presentation with sections about signage, propaganda and popular culture. Signs comprised the very first ads on earth and will never become obsolete. I’ve shared some of these ideas on Gods of advertising before. If you are interested in my entire presentation to FEPE, please feel free to contact me.