Professionals in the OOH world are excited about the growth and new opportunities we see. Although the foundation of much of our media is steeped in traditional assets, the gradual acceptance of digital displays, programmatic, and newly anticipated measurement systems are changing the status quo for many of us who have been in this business for a while.
Status Quo is a Latin phrase that means leaving things the way they are or if it ain’t broke, don’t fix it. Part of us doesn’t want to change and even wants to return to what we perceive as the good old days. Although living back in a world of Leave it to Beaver or the Brady Bunch (which I did) sounds appealing, it would require you to give up your iPhone, Instagram, laptops, and any fancy coffee drinks.
Photography of OOH back then required mailing off your film to Kodak to be delivered by a man in a blue uniform within ten days. As the old maxim goes, change is the only thing constant in life. With the continued growth of the OOH industry, we will undergo new challenges currently unknown to us.
Clients will undoubtedly be evolving their expectations. Companies exist today because technology has forged their feasibility. Companies like FotoFetch are working to improve the timeline and quality of campaign photos, video, and drone images that our clients increasingly want and expect because today it is possible to do when a few years ago it was not even viable.
While the past is where we built the memories of simpler times and housed our own innocence, today, tomorrow, and the next is there for us to behold. It may be fast-paced and ever-changing, as we dive into the future and embrace the changes that make “cents”.
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