Is Dead, Dated Copy Disrespectful to the OOH Industry? About that Bumper to Bumper Boondoggle
A Billboard Photo Can Provide Many Insights About a Market
Bumper to Bumper Boondoggle
Detroit, Michigan. Friday, May 22. There was bumper to bumper traffic for two miles on westbound Interstate-94 near the Interstate-75/Interstate-94 interchange. As the photo above shows, it is very impressive and perhaps an indicator traffic is up and OOH impressions returning to near normal levels.
But is it? “The photo is misleading in the fact that the traffic back up was caused by an accident and the resulting gawker slowdown.” The OOH sales person who shared this has requested anonymity.
Her point: Traffic is very ‘patchy’ in its return in the state’s largest Metro and during no time in her daily travels throughout the market place has she witnessed any bumper to bumper backups unless there was an accident on the road ahead. Understanding the point, we would suggest some degree of traffic has returned or there would no traffic to back up.
The sales person’s frustration lies in the irrational exuberance by some OOH companies and organizations declaring traffic up and therefore the Industry’s return to normal is near. See OOH Today’s ‘Bumper to Bumper Traffic in San Francisco!’ And yes, OOH Today would be guilty in its occasional optimism despite that clearly there is a great deal of uncertainty in the market place. We appreciate the other view point.
Our anonymous salesperson continues to question the wisdom in leaving ‘dead dated copy’ on the streets. See her comments below.
Is Dead, Dated Copy Disrespectful to the OOH Industry?
“Of more significance to me is the beautiful 20′ x 80′ bulletin in this photo advertising the Rolling Stones concert that was scheduled for June 10 at Comerica Park. This concert was postponed due to COVID-19 on March 17. In other words, more than two months after the show was cancelled, OUTFRONT is still running this copy. What’s up with that? I’m 99.9% sure the advertiser was issued a credit for this space when the concert was postponed.
To make matters worse, OUTFRONT has copy advertising Mayor Pete, Bernie Sanders, Amy Klobuchar, and Tom Steyer on another over-sized bulletin that is 500′ east of the Rolling Stones billboard. The Michigan presidential primary was March 10th and Mayor Pete, Klobuchar, and Steyer had all dropped out of the race prior to the primary!
This is really outrageous and shows a complete lack of respect for the Out of Home industry. How can a billboard company tout that “things are returning to normal” when they can’t sell their “A+” inventory more than two months after the copy as expired? If they can’t sell the space, why not give this quality space to a worthwhile public service advertiser? I’m embarrassed for them.”
Are the examples mentioned above an outrageous lack of respect for the Out of Home industry?
What about your market? Are you keeping it clean, updated and free of ‘dead’ dated copy?
Please let us know how you Roll in the comments section below.