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...