WHY OUTDOOR?

For every reason not to do something there is a client for which it does not apply. To a degree buying outdoor is still a black art, some people are really good and others just waste their money.

The future of Outdoor is still debated with some sectors pointing to tougher Councils’ regulations and Town Planners generally showing a dislike of large format advertising signs. It is interesting to note that Councils have warmly embraced the concept of street furniture such as bus shelters etc when there is a financial gain for them.

The tight regulations make the construction of new sites, even to replace lost existing sites difficult.

The other view is that Outdoor is slowly gaining strength as the normal mass mediums (TV, Radio, Press) become more fragmented due to technical change and people’s changing media consumption habits and time uses, the internet and cable TV for example.

It must be remembered that Outdoor is the last true mass medium. It is there when you step outside, like it or not.

It is also the only medium that an advertiser can use to deliver a message to an audience that does not require the consumer to buy something to see the message and the consumer cannot turn off the message.