Recent articles in the media and marketing trade press, are hotly debating the question of whether outdoor advertising has had its day.
For the record, we say the answer's 'no'; but I wanted to explain why we know this is the case. A quiet revolution is going on in out-of-home advertising. Small businesses are really starting to tune in to the medium's benefits, and we are seeing ever-increasing numbers – around 250 per week, in fact - signing up to Signposter.com to run out-of-home campaigns in their local area.
I believe that if small businesses are prepared to invest hard-won capital into an outdoor campaign on an ongoing basis like this, it’s because of hard evidence - such as sales increases or increased footfall to their business - of the medium's effectiveness. When every pound counts, they won't do any promotion without the confidence it will work.
This says to me that 'on the streets', where it counts, outdoor is working; it’s picking up more converts to its impact and effectiveness. And if it works like this for small businesses and local campaigns, I'm confident it'll continue to deliver for the big players as well.