by Amber Larkins, OOH Today
What if OOH (Out-Of-Home) advertising didn’t hearken back to etchings in ancient Egypt, or Barnum and Bailey’s Circus Posters?
What if no one had ever seen the potential for advertising in the physical world?
It seems hard to imagine that advertising even exists in a world where OOH was never invented. How would messages be disseminated? Would it be through digital, radio, tv? Would those mediums even exist without OOH? Would the technology we have today even exist without OOH’s broad reach and sharing of creative ideas?
Maybe everything would be the same, and there would just be the opportunity to approach the medium in a new way. On Tuesday, April 6, at noon Eastern time, PJX Media CEO Rick Robinson and Zambezi‘s Chief Media Officer, Grace Teng, will discuss this intriguing thought experiment on Indie Agency News’s #IndieThinking segment.
This thought experiment comes from “Imagine It’s Day One of OOH Media,” which Robinson recently posted on LinkedIn. The post was well received. One person commented, “You broke my brain. Too deep for a Monday.” But maybe not too deep for a Tuesday?
What would you do if you invented OOH media today, considering our current economy, politics, values, and technology? What else would you consider in inventing OOH? What do you think the true value and impact of OOH is? What would be different about our day-to-day lives if it didn’t exist at all? How would society be different?
Asking these questions and reflecting on the industry creates an opportunity to think differently about not only out-of-home’s innumerable formats but also its value proposition as a medium that needs to be “sold.” It can also help us visualize the future of out-of-home and where we want the medium to be in terms of creativity, measurement, and how it interacts with the public.
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You can register to attend the event which will take place on LinkedIn here.
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