Reach matters. Speaking at JCDecaux’s IAB Digital Upfronts event (London, October 2018) Sir John Hegarty argued that too many marketing directors are under the impression that “broadcast is a waste of money”. Hegarty defended traditional media channels, commenting on their unrivalled above-the-line impact and reach. He urged listeners to recognise the brand-building offerings of traditional OOH and TV mediums within a digital world.

Fittingly, Hegarty explored the topic through OOH, “I do think posters are one of the most amazing mediums…increasingly, as we’re an urban population, that is going to become more and more powerful.” He cited that 83% of the UK’s population now lives in urban areas. In its Personal Billboards campaign, JCDecaux demonstrated the effectiveness of OOH by placing the pictures and names of marketing directors on billboards in Belgium, subjecting them to the explosive reach of outdoor advertising.

Context is key