The Domination Which is Static OOH
Here is a superior post on OOH we must share from Campaign by Richard Huntington, chairman and chief strategy officer at Saatchi & Saatchi⇒Led by Donkeys uses politics to show the power of outdoor.
Huntington eloquently dives into the effectiveness of static OOH using the political agency Led By Donkeys (LBD), use of posters as case study. (They are still using paste in UK)
I hope to never abuse influence by suggesting something is a must read. This is one of those must reads. Believe me, I do not want to send you to another site and leave mine. It’s that good. You will have to work around some of the UK speak, (apologies to my UK readers) but it reads well, regardless.
“Outdoor works not simply because you see the message, but because everyone around you sees the message and everyone around you knows that everyone else saw the message.”
The UK agency called Led by Donkeys works exclusively with outdoor, toiling primarily in the political environment.
Excerpts from Campaign ⇒ “…the real killer app of outdoor is that it’s very public, with large amounts of what some people like to call wastage. (Ed. note: We just call it waste in the States) Outdoor works not simply because you see the message, but because everyone around you sees the message and everyone around you knows that everyone else saw the message.
“Perfect for big, mass-market brands where social proof is a powerful force in winning over new customers…”
Yet in the States we know it records tremendous success as local buys dominate the revenues in the Outdoor Industry.
To be clear, OOH Today does not support the LBD’s initial activities of pirating OOH locations without paying for them. I think we are clear about that from past posts. They are now paying their way with a very supportive and successful Crowdfunding, which without doubt was in a great part generated by the effectiveness of (static) OOH.
Go to the link here it is again⇒ Led by Donkeys uses politics to show the power of outdoor
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