Outdoor: the last bulletproof medium
Welcome to an end-of-week update from Unmade. Today: Growth stories in outdoor, and the Unmade Index stages a slight recovery.
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Outdoor shapes up (apart from the occasional pandemic…)
It dawned on me recently that in the back of my mind, I’ve drawn a mental map of how each linear medium has been affected by the arrival of digitisation.
Among the most disrupted media are printed magazines and newspapers. Slower to be hit, but now feeling it, broadcast television. In the yet-to-be-decided category: audio, where the opportunities for digital growth may yet balance out the downside.
A very perspicacious post Tim.
One thing I would like to emphasise is that when MOVE 1.0 was developed, the committee was focusing on the future as well as the existing inventory such as posting paper on a billboard from a maintenance truck.
It not only was considering the flexibility, posting speed , campaign duration, new location opportunities etc. benefits, but also that sites of the future would be very different.
The back-bone was based on OTS (Opportunity to See) but also included LTS (Likelihood To See) as it was clear that not all sites are the same, and also that not all the passers-by see the site. LTS was used for the ‘currency’ even though it was lower than OTS, but as it was the same playing-field for all it was adopted.
With digital, the principle remains the same as Static, but new measurement vectors are needed and then ‘injected’ them into the calculations (and thoroughly tested).
And I’ll bet London to a Brick that the Likelihood to see a digital panel will be significantly higher than seeing a static panel. The thinking ahead, despite the increased complexity, was very wise and will surely pay dividends.
Cheers.
JG.
Thanks for that perspective, JG.
For those who weren’t around at the time, I think people forget what a leap forward MOVE 2.0 was
All the best,
Tim