Even as the oldest advertising medium, outdoor is still as ubiquitous as ever. And no single media channel is in a more exciting place right now.
While other media fragments, OOH’s ability to offer unbroken broadcast reach is becoming even more valuable to advertisers as consumers become more discerning when it comes to the media with which they interact. You can’t ad-block a poster. You can’t skip it, mute it or turn the page. Outdoor in the UK is a part of the urban landscape; a mass canvas for creativity that consistently reaches the nation at scale.
We are in a period of unprecedented transformation, with new technology offering advertisers the opportunity to activate campaigns in creative and smart new ways: from choosing exactly the right day part to location-targeted advertising, and campaigns that are activated by weather or traffic speed.
Super-premium DOOH is a fantastic way to bring together new technology and creativity. It is also a brilliant way to deliver "Brand Fame", as a major study conducted by Clear Channel recently proved. The results didn’t surprise me. The prestige and grandeur of super-premium DOOH creates an incredible visual impact – and I believe really great advertising locations should be as iconic as the brands that advertise on them.
To reflect the rapid changes in our industry, Clear Channel and Campaign are refreshing and rebranding our successful Outdoor Planning Awards as the Outdoor Media Awards, kicking off their second decade.
The Outdoor Media Awards will celebrate the entire industry, with new award categories – including one voted for by the public – all rewarding creative excellence and ingenuity in outdoor advertising.
Sound exciting? Want to get involved? Watch this space.
Chris Pelekanou is commercial director at Clear Channel UK