There are many reasons to choose Out-Of-Home to launch a product, and there are many ways of using the medium to ensure a successful launch. Most launches are targeted against a broad demographic, and as the last broadcast medium, Out-Of-Home is ideal for these. Equally, though, Out-Of-Home has developed in recent years to offer a plethora of tightly targeted options that can effectively reach many different niche audiences, at many different times throughout the day.

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You could argue that almost all advertising is targeting opinion formers. We all form opinions, and in most cases advertisers want us to form the opinion that their product or service is worth buying.

Although the phrase “opinion formers” is usually used more narrowly than this, it remains susceptible to several definitions. In marketing terms we may variously consider opinion formers to be: people at the cutting edge of fashion, those whose sense of style is respected by others, “early adopters” of new technology, business decision-makers, or those in any part of society who are involved in a significant change in accepted behaviour.

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A few years ago digital Out-of-Home media was virtually non-existent. Now there are 63 media contractors operating over 233,000 screens in this sector — Covering sections such as retail, transport, leisure, health, beauty and many others.

In 2002 Posterscope launched a division called Hyperspace to ensure that our clients are able to use digital Out-of-Home in the most effective and efficient way. Here we look at what the sector can offer advertisers and some of the issues that require consideration.

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The common perception of Out-of-Home advertising is that it is primarily a medium for raising awareness; it’s not necessarily the first medium that comes to mind when the goal is to increase sales. However, a growing number of advertisers are using Out-of-Home to do just that.

This new understanding that Out-of-Home can be very effective in driving sales may partly be a result of the recent wave of new formats and Out-of-Home opportunities which seem particularly well suited to the task. But traditional outdoor formats can shift product too.

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Historically, Outdoor was always the most difficult medium to measure as methodologies used in the other media could not be applied.

The launch of Postar in 1996 changed all that. It created a measurement of the outdoor audience that went one better than other media, in that it provided a net audience figure, recording how many people passed a poster site but only publishing a figure of those who actually looked at it. Postar did more than create a robust measurement system for outdoor; it also delivered accountability. Poster Rating Points (PRPs) were created and media planners could plan campaigns on the same criteria as other media e.g. coverage levels or ratings weight.

Now a new series of research initiatives — including a significant upgrade of Postar — means that Out-of-Home offers more accurate measurement and even greater accountability.

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There are many expressions used to describe a media communication that delivers more than can be measured by trading currencies: ‘water cooler’ or ‘coffee machine effect’, ‘moving from the back page to the front page’, ‘supplying the ‘social glue’ all of these allude to the phenomenon of when word of mouth spreads the message. The diversity of the Out-of-Home medium means that it offers many opportunities to add value to a campaign by getting people talking about it.

At Posterscope we work with clients to deliver against campaign objectives; any word-of-mouth or PR generated must come on top of this, not instead of it.

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The Out-of-Home medium can do a lot more than people give it credit for.

Some people have a series of rules they apply to the medium — it lacks accountability, it’s too expensive — which are either outdated, or just plain wrong.

On this page we’ve rounded up many of these “rules” — commonly held assumptions about the medium — and explained why they’re not rules at all.

It’s easy to break the rules in Out-of-Home. Or, at least, it’s easy to break free from the restraints that are sometimes mistakenly applied to it.

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Housewives with children are a gateway to a range of purchasing decisions which, depending on the longevity of a brand and its inherent values, can shape the purchasing behaviour of the next generation.

We classify children in advertising up to the age of 15, therefore the tastes and requirements of the children can be varied and the Housewife is not just shopping for very young children.

The Housewives with Children audience is responsible for buying household products and children’s products and will likely have an opinion or input (moral or financial) into the leisure and entertainment interests of the family. Advertisers need to communicate with the target group not only in the FMCG markets but for any product or service that touches on family life.

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Television is a powerful medium, but it has its limitations. One of these — perhaps the most obvious — is that the moment your audience goes outdoors, you’ve lost them. Equally obviously, once they’ve left home, the Out-of-Home medium can reach them. These two facts are hardly astonishing revelations, but they are increasingly important because — as a recent industry survey revealed — several key groups of consumers now spend more time out of the home than they spend at home, including the young, working people and those in the Southeast of England. Partnering TV with Outdoor now makes more sense than ever.

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