‘No-one understands how out-of-home works’
Eric Faulkner, chairman of media consultancy Madclarity, explains what marketers are getting wrong about effective out-of-home advertising.
I was tidying up some texts yesterday, and one of them grabbed my attention.
It was a text exchange with the marvellous Jenni Dill, Arnott’s CMO. I had thanked her for the wisdom and insight she had shared in a session she’d run for our team at Madclarity. Jenni’s response was: “Thanks. It’s just common sense, really.”
It got me thinking. A couple of weeks ago, Mutinex wrote an article in the trade press, with the revolutionary discovery that maybe the focus on short-term ROI hadn’t proved to be as successful as had been hoped. You would have thought that experienced marketers would have had the common sense to understand that putting most of their advertising eggs in the short-term sales bucket would damage their longer-term brand strength and hence their sales.
Funnily enough the social media scroll gets less attention than a OOH