From static to stand-out
“It was difficult to promote retail events and price sensitive messaging, as by the time you printed the skins and installed them, the sale would be over and the information out of date.”
After top roles at a number of industry heavyweight brands, John O’Neill was promoted from chief sales officer to Australian CEO at QMS earlier this year. After 23 years in the industry, he comments on the new developments and opportunities presented by the digitisation of out-of-home (OOH) media, and its effect on creativity, execution and results.
Marketing: How has digitisation changed the way marketers are approaching out-of-home advertising?
Traditionally, marketers were looking at out-of-home as a static medium; it was more a continuity medium to support television and radio because of its impact and cost efficiency. Moving into the digital age, we now have a much more dynamic and more flexible opportunity to communicate the messages to market.
