Media myths and clichés abound and one that is often repeated ‘outdoor is the last broadcast medium’ has more substance than most. Detaching the emotive ‘last’ and you have the essence of the offering, Out-of-Home is a broadcast medium, and with the continuing trend for consumers selecting their own communication options in mainstream media, advertisers are seeing Out-of-Home as part of the foundations of the media plan, rather than an accessory.

Entertainment and Media is the biggest advertising category using the Out-of-Home medium, accounting for 20% of the spend in 2006. Television channels, films on cinema release and DVD launch, all use the medium to reach as many potential viewers and customers within the campaign period.

The architecture of outdoor sites ranges from Sir Norman Foster arches to the exterior panels of telephone kiosks, and the wrapping of buildings or use of giant posters on scaffolding is found in every major conurbation in the UK. The importance of Out-of-Home today is that as a nation we spent more time travelling and travelling longer distances. The BBC’s Daily Life Study confirms government statistics on this but also highlights how although the average time spent watching television has remained constant the level of attentive viewing has declined. This decline in commitment to viewing combined with continuing fragmentation through channel choice, is pushing up the value of Out-of-Home as a communications channel.

Out-of-Home is classless, but has a relevance to everyone because it is local to them, in that it cuts across their day whether it’s Disney with interactive bus shelters, McDonalds on the London Underground or Renault on buses. The opportunity is there to deliver an advertising message.

Out-of-Home can also play the targeting card reaching niche audience segments and even creating new routes to communicate. Digital is creating a revolution on the Out-of-Home medium unlike any other medium, while Television and Radio’s digital explosion offers more choice to the consumer they don’t necessarily bring new opportunities for the advertiser. Digital out-of-home is different because it is going places advertisers haven’t been before, and offering schedules that weren’t previously possible. Despite the breadth of existing Out-of-Home media there have always been places where media is scarce or non-existent with landlords being less than keen on ‘advertising clutter’, however the invention of digital formats makes the idea much more appealing.

However you might not need digital formats to target specific audiences, a combination of traditional formats with new Out-of-Home media selected by location and environment can prove an effective and efficient communications channel.

Innovation through customised sites in Out-of-Home can add PR status to campaigns but the format should also work as part of the communication . The creative message is key regardless of the chosen medium, but unlike television where all creative executions have to fit into a realistic time length for slotting in programme breaks, the Out-of-Home message allows a 360° approach to where, when and how to reach the audience. The term media first can become over used, but the opportunities for advertisers are many, and the Out-of-Home audience is willing to be intrigued and engage with something new or different.