Moving Target

Graeme Hutton
UM, New York

The increasing mobility and fragmentation of US TV audiences makes out-of-home media vital in building awareness and influencing purchase consideration by pinpointing communities.

Imagine the era before integrated marketing communications became widely adopted across the advertising world. In almost every country, the classic consum­er channel choice for media planners was a predetermined selection of up to six media: TV, digital, print, radio, outdoor and cinema.

In the USA, arguably because of its focus on broadcast media, the industry historically bracketed outdoor and cinema together under the umbrella title of out-of-home. Out-of­home media was regarded as a discrete set of channels which, besides cinema, ranged from outdoor road sites to street furniture, as well as tactical opportunities, such as advertising on dry cleaners' clothes hangers.