Outdoor bosses urge brands to move beyond gimmicky campaigns

Advertisers need to look beyond “gimmicks” and create more compelling offers to make more compelling and successful outdoor advertising campaigns, according to a panel of outdoor media heads.

In a discussion at the Mumbrella360 conference yesterday CEO of Ooh Media Brendan Cook said the medium was too-often overlooked in campaigns, adding: “I think it’s sometimes forgotten that just doing great creative and using it – whether it be three dimensional or other types of ways – is still a very important part of campaigns.”

APN Outdoor’s GM Sales Mark Fairhurst said: “Unless the offer is good then technology is meaningless because people won’t return for a second go. So we’ve got to educate consumers that it’s worth taking action and it’s only worth taking action if you get something compelling from it and you can see that directly in the tap-it results.

“I’ve done a few of those campaigns in various environments and the difference between a great offer and an ordinary offer is chalk and cheese.”