Creating out of home (OOH) advertising that lands with consumers may seem challenging but according to WCRS’ director of technology and innovation, Dino Burbidge, it really is not.
Yet he sees terrible examples all the time, which are habitually “campaign extension” billboards where advertisers are not embracing the location and behaviour of the audience, and just doing a quick copy/paste job from the latest campaign.
“‘That’s how it’s always been done’ syndrome is the issue with a hint of ‘it’s cheaper that way’,” explained Burbidge. “Creative strategy and media strategy really need to meet for a coffee earlier in the Read full story ›
Source: The Drum
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