By Dan Bayford

Dan Bayford of Posterscope (part of Dentsu) argues that out-of-home ads are still undervalued in the brand builder’s toolkit.

Historically during times of economic uncertainty (and despite all the overwhelming evidence that it’s a bad idea, like from Binet & Field), short-termism remains prevalent among many advertisers.

But the most recent IPA Bellwether Report makes for refreshing reading. It reveals that investment in main media advertising (the core traditional media channels, and especially events) was on the increase, suggesting that advertisers are shifting their focus to more long-term, brand-building strategies to protect and grow market share and maintain Read full story ›

Source: The Drum