Kinetic Puts Focus On Destination For Strong Campaigns
Outdoor advertising specialist, Kinetic, has established a new division to provide bespoke billboard solutions based on the various destinations consumers spend the most time in.
The company’s new Destination Media Group is intended as a response to changes in society which have seen an increase in time spent out of home by consumers.
The shift from high street to mall, and the growth in multiplexes and in themed bars has created new opportunities for advertisers, with Kinetic hoping to “challenge convention” by giving focus to the destination first and format second, rather than the other way round.
Explaining the initiative, Chris O’Donnell, managing director of Destination Media Group, said: “People are either at home, travelling or at a destination. Destination Media Group exists to stitch together the various formats available to provide an integrated solution for our clients once people have got to their place of choice. It’s really just about giving context to the washroom panel, coffee table, wall banner or bar runner.
“Most importantly it allows advertisers and agencies to more readily understand the need for these formats by giving them the Destination framework.”
The new group will provide advertisers with a deeper understanding of the mindset and profile of people within destination environments, allowing OOH campaigns to be fully integrated throughout the journey and destination of consumers.
Kinetic: 0207 544 4600 www.kineticww.com