More Outdoor articles

Harnessing the spirit of Victorian adventure, Route’s James Whitmore recently set off to Romania for the annual conference of the European Media Research Organisation. So what did he discover from our European neighbours? Ground is, thankfully, still being broken but audience measurement continues to face some serious challenges…

In the wake of ‘soda taxes’ – in which governments are seeking to address the huge rise in global obesity – the implications for the likes of Coke are huge – which is why it has launched a new charm offensive. But Coke’s latest campaign is yuck; pure corporate hokum says Dominic Mills, and the idea of it sponsoring a government health campaign is just as ridiculous.

The most public of spaces is merging with one of the most personal, and the impact on the consumer is going to be profound argued industry leaders yesterday during a debate on the marriage of out-of-home and mobile.

In association with Primesight, and in front of an invited audience of senior media executives, MediaTel Group will be taking a more detailed look at the growing relationship between out of home advertising and mobile communication next week.

Following last week’s CBS event, in which the outdoor media company questioned whether London advertising should be up-weighted to match the vast economic differences between the capital and the rest of the country, we have some video to share.

CBS Outdoor, one of the UK’s leading outdoor media companies, has questioned whether London advertising should be up-weighted to match the vast economic differences between the capital and the rest of the country.

This week Dominic Mills looks at the striking opportunities presented by online video, from the geekboy fandom of Machinima as it ups production values to team up with Ridley Scott to the incredible rise of ‘social talent’, where non-celebs are reaching serious online stardom – and presenting brands with a whole new level of audience engagement.

I do like a nice advertising spat, says Dominic Mills, and the row between BT and Sky over the latter’s refusal to take its ads to promote BT’s Premier League broadcasting, has all the hallmarks of turning into a real ding-dong…

A month after the launch of Route, the new audience measurement currency for the outdoor medium, its managing director, James Whitmore, takes a look at the industry reaction, some early learnings – and tells us what will happen next…

“We now know who is travelling where, how, when and at what speed. By defining the audience you will be able to use the data to plan, trade or value the medium.” By James Whitmore, Managing Director, Route.