Outdoor: a channel of growing importance

Neil Eddleston, managing diector of JCDecaux Worldlink, takes a global look at developments in out-of-home advertising.

Outdoor: a Channel Growing in Importance

Neil EddlestonJCDecaux Worldlink

Arriving at and agency in New York recently, I was struck, as I always am, by the mild incongruity of the positioning of outdoor advertising in the US. Turn right for traditional or main media (television, radio, press), turn left for non-traditional media (out-of-home and assorted tactical activities). With a European hat on, the idea of out-of-home being considered anything but mainstream and a 'main' medium seems somewhat odd. Outdoor is, in the opinion of many, the oldest and therefore the most traditional advertising medium there is.

However, when it...

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