“Tomorrow we will do beautiful things,” said Antoni Gaudi, the passionate Spanish architect of Sagrada Familia and other Catalan Modernism masterpieces for out of home.
I found inspiration in this quote by Gaudi, which I spotted on a postcard as I returned from the 57th FEPE International Congress in Barcelona, Spain.
It became evident — after 28 speakers representing 40 countries — that out of home advertising faces remarkably similar opportunities and challenges around the world. It is also clear that “tomorrow we will do beautiful things” if the global out of home industry shapes the future by taking five steps:
Several speakers talked about the massive movement of ad dollars from traditional to digital media amidst major concerns about view-ability, bots, and ad-blockers. All speakers agreed that out of home helps to solve digital media problems. I shared results of OAAA’s Feel the Real campaign and research initiative. Alan Brydon from Outsmart presented research showing how out of home drives +17 percent uplift in smartphone brand actions. The one-and-only Annie Rickard of Posterscope said it best: “Every time a marketer plans a mobile campaign, it should include out of home.”
Mark Craze from Outsmart reminded the FEPE audience that even the best metrics are not effective if there is no creative spark. James Murphy from the adamandeve agency described out of home creativity as the zenith of an agency’s creative discipline. Matthew Dearden from Clear Channel Europe spoke of the enduring impact of creative: “Great out of home creative touches our hearts in a way our heads cannot explain.”
The global out of home industry has work to do improving the customer experience by making out of home easier to plan, buy, and measure. “Publishing to a digital billboard should be just as easy as publishing to a web page,” said Andy Sriubas from OUTFRONT Media. Big dollars are moving to digital media because content is easy to deploy, detailed audience analytics are available, and ROI can be calculated. Thankfully, out of home is building platforms and offering solutions that will allow for a better customer experience, but more urgency is needed.
Several speakers talked about new capabilities in how out of home collects, processes, and analyzes data to allow customers to understand, segment, and target out of home audiences with more precision. However, these are individual company initiatives rather than industry-wide programs, explained Mark Boidman from Peter J Solomon Company.
This should also be an industry-wide focus.
Out of home is the most public media type and, therefore, it has a special mandate to serve the public good. Smart people talked about smart cities. Several speakers referenced the out of home industry imperative to protect privacy in the midst of new technology applications. New FEPE President Matthew Dearden of Clear Channel Europe talked about the “power of the public promise.”
I left Barcelona in awe of the strength, vibrancy, creativity, and innovation of today’s global OOH industry.
As out of home embraces its most exciting future ever, I know “tomorrow we will do beautiful things.”
About Otego Media
As an OOH media, Otego is always committed to continuously helping client brands create creative concepts, an extraordinary, not dull, way of advertising that can increase brand awareness and brand value.
Otego media can help you advertise on MRT Jakarta with many choices of locations and advertising strategies. Otego can help you reach more than 19,7 million audiences (research according to the data ridership MRT 2022), with awareness rate until 87% and advertising perception 90% good or very good (Otego Media Research, 2022).
Otego Media id OOH’s outdoor advertising media that provides all aspects of advertising services in the MRT Jakarta operating area, both at stations and on trains. For cooperation purposes, contact us at firstname.lastname@example.org