Partner content: Matthew Dearden considers whether the outdoor media industry may need to work differently if it is to inspire advertiser confidence as lockdown comes to an end.
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As the UK lockdown begins to lift, Helen Miall calls on the world’s advertising brains to reconsider how they use outdoor
Instead of letting our voices go quiet during the Covid-19 lockdown, the UK outdoor media industry has stood up, been counted and kept its place in the spotlight, writes Talon’s Nick Mawditt.
Dominic Mills notes OOH’s impact on his surroundings, questions Huawei’s bid to woo the British public and laments another Brexit slogan.
There is now an opportunity for brands to use messaging to shape future consumer purchasing behaviours, writes Kinetic’s Jennie Roper.
As out-of-home advertising continues to embrace new digital capabilities, the sector’s trade body, Outsmart, and the IPA’s outdoor specialists have announced the publication of a programmatic direct trading standard.
The “new normal” we can expect post-lockdown is going to have a huge impact on how advertisers communicate with customers, writes Posterscope’s Gill Huber – and the power of out of home should not be forgotten.
Out-of-home audience research body Route has named Robert Ray as its new chief executive, replacing managing director James Whitmore.
New research from the outdoor advertising sector has revealed that 51% of 16-34 year olds say “going outdoors” will be the first thing they do once the COVID-19 lockdown is relaxed.
Out-of-home audience research body Route is evolving its measurement system to include “spot level” ratings for ads played out on digital screens.