Outdoor Media Centre rebrands in bid to change ‘misjudged’ perceptions around out of home

The Outdoor Media Centre has rebranded as Outsmart as it aims to challenge out-dated views on out of home advertising and make it a “must have for brands”.

One of the problems around out of home advertising was that it wasn’t seen as something brands should always consider, Outsmart’s CEO Alan Brydon told Marketing Week.

“There was a warmth towards the medium, but there was no one properly marketing it. Out of home was generally seen as a ‘nice to have, but not a must-have’,” he said.

As a result, the organisation has rebranded today (24 September) in a bid to inform brands and agencies about the potential of the medium while challenging out-dated perceptions.

“There are so many things you can do with the out of home medium that you couldn’t even do a few years ago. You can buy day parts or change the copy depending on weather or traffic flow. We want to tell brands what is possible,” he commented.

Adapting to digital

The medium has also been able to adapt to the digital age, added Brydon.

“The introduction of digital screens has been the biggest leap over the last couple of years, with about 10% of the industry now using them. This means brands can be a lot more flexible when it comes to their creative.”

The medium is also less challenged by technology when compared to its competitors, he added.

“Technology in other media is allowing consumer behaviour to block out advertising. People are installing ad blockers online, newspaper circulations are going down but people aren’t watching the ads on the digital versions,” he explained.

“That isn’t to say they’re not valuable, but they do have their challenges. For us, technology is only making the medium better and more relevant to consumers.”

Figures by the Advertising Assocation and Warc show that out of home had a strong first quarter in 2015, with ad spend rising 9.7% to £229m.

Growth is predicted to continue at 6.3% in 2015 due to ongoing digital advancements, before slowing in 2016 to 4.7%.

  • Do you want to ensure your brand’s campaign gets the recognition it deserves? Enter the outdoor category in this year’s Masters of Marketing. Go to the Masters site for details of how to enter.

Latest from Marketing Week

Marketing through the ages: The 2000s bring the dilemmas of digital

As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Ruth Mortimer was editor in the early 2010s as the impact of digital led to real challenges over scale versus consolidation of power, audience versus context and personal versus personalisation.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here