Media: Double Standards - 'Wayne Rooney drenched in blood - awesome'

Impressive Postar, the revolution in out-of-home digital media and why a Bon Jovi gig is the riskiest thing in outdoor advertising.

JAMES COPLEY - CLIENT SERVICES DIRECTOR, KINETIC

- What World Cup campaigns have really stood out for you in out-of-home media?

The Nike banner on the M4 featuring Wayne Rooney is the one that seems to have captured people's attention. We booked it tactically to coincide with Rooney's first game for England after his injury - it generated widespread press coverage in this country and was also picked up by numerous publications across the world.

- What can out-of-home media contribute around major sporting events such as the Fifa World Cup?

The combination of strong creative and a well-executed media strategy can provide a mass awareness campaign that pays for itself many times over in PR value. Also, out-of-home media creates a sense of unity - everyone sees it because it is not selective and can therefore position a brand message as relevant to all.

- What has been the best outdoor campaign you've been involved in?

If I had to choose just one, I would have to go with the Carling Busking sponsorship on the London Underground. We're into our third year now and it's still working hard for the brand.

- Are you impressed with Postar generally and its plans to review audience measurement?

Yes, I think James Whitmore has tackled the job at hand admirably. We have no doubt the system will continue to develop and adapt to the changing media landscape, maintaining Postar as one of the most robust audience measurement tools in existence.

- Does outdoor have problems with being accountable?

The OOH industry is always striving to improve all areas of accountability. However, in comparison with other media, I believe OOH stacks up very favourably.

- What are the most exciting digital out-of-home developments?

The forthcoming expansion of digital opportunities on the London Underground and across BAA airports will provide critical mass for digital OOH. We are already looking at day-part campaigns that can reach mass audiences with real-time copy update capabilities.

- Which outdoor media owners have most impressed you in the last year and why?

Tricky one, this, but, for me, the one company that has stood out over the past 12 months is JCDecaux. It has been consistently impressive in its approach to our business and true to its belief in quality products. Viacom has been a solid performer even throughout the major distraction of the London Underground tender.

- Are media owners doing enough to innovate new formats?

Yes, I think there are a plethora of different opportunities out there for advertisers to achieve cut-through and impact, and if it doesn't exist then Kinetic can always build you something unique.

- What's the most risky (and legal) piece of out-of-home activity you've ever seen?

I saw an ad for a Bon Jovi concert the other day.

- What's the best location you've visited to "inspect" an out-of-home campaign?

I would love to say Miami or somewhere equally as flash. However, that particular "tough job, but somebody has got to do it" excuse is usually reserved for my worldwide colleagues.

- How many invites to Fifa World Cup games did you get/accept?

Only one, which I had to decline. Although whenever I go to watch Everton they lose, so I think I will stick to watching the England games on TV ... not that I've had much choice anyway.

MARK MIDDLEMAS - MANAGING PARTNER, UNIVERSAL MCCANN

- What World Cup campaigns have really stood out for you in out-of-home media?

Nike's patriotic Wayne Rooney work is awesome. The sheer size of the new Adidas billboard on the Fort Dunlop building in Birmingham is truly frightening - the biggest poster in Europe. The visually arresting MasterCard "Saint George" creative is also brilliant.

- What can out-of-home media contribute around major sporting events such as the Fifa World Cup?

It provides a plethora of opportunities, driving client sales, delivering high-impact branding, tactical work and guerrilla opportunities.

- What has been the best outdoor campaign you've been involved in?

Bacardi's large banner work in 2004 was rewarding, while the MasterCard "St George" World Cup campaign is tactically spot-on - focusing on prime locations in and around pubs and bars.

- Are you impressed with Postar generally and its plans to review audience measurement?

Yes, and it is a real challenge, to be fair. I think James Whitmore is doing a fantastic job at implementing much-needed change with Postar in the rapidly evolving media environment.

- Does outdoor have problems with being accountable?

Yes and no. It still faces certain image problems, but this is changing for the better thanks to various initiatives. Outdoor is very progressive in accountability terms - the Adshel Research Monitor is a great example of this.

- What are the most exciting digital out-of-home developments?

There are so many it is hard to keep track! New digital opportunities are evolving every week that provide much more powerful, engaging and interactive ways to reach consumers. Digital will define the future of outdoor and it is vital we are all comfortable with it today to drive effective business-driving solutions for our clients.

- Which outdoor media owners have most impressed you in the last year and why?

All of them are evolving their products in different ways, but the continued success of outdoor as a medium shows the huge breadth and depth of quality in the sector as a whole (among both main and emerging players).

- Are media owners doing enough to innovate new formats?

Most definitely. There are so many exciting developments to consider. This innovation is really driving the outdoor medium forward but, from an agency point of view, I would like to see it evolve faster still.

- What's the most risky (and legal) piece of out-of-home activity you've ever seen?

The Ann Summers ads that ran on in-bar plasma screens were brilliant, but you would never be allowed to get them aired on national TV.

- What's the best location you've visited to "inspect" an out-of-home campaign?

Germany last week - the sheer size and shape of all the large banners dominating city landscapes is extraordinary.

- How many invites to Fifa World Cup games did you get/accept?

I went with MasterCard to the Trinidad & Tobago game: lederhosen, beer and Neil Diamond songs - perfect!

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