Establishing a new approach to planning OOH
TV has always been lauded as a brand building platform, but TV and OOH share many of the same qualities. They both build emotional connection; both have a positive priming effect; and they are both brand safe environments that deliver efficient coverage quickly.
We wanted to challenge the planning dichotomy between broadcast and impact OOH locations, and the order in which they are considered. In all other media channels – TV, cinema, press, radio – the starting point is the big impact spots, those specials that kick off the campaign, make an impact...