Executing innovative and impactful outdoor advertising campaigns is something that confounds many advertising agencies and there is a tendency to transpose print campaigns onto out of home mediums, which doesn’t work, says Nuno Dos Santos, Continental Outdoor Media’s creative manager.
“Often we find that time, budget and other constraints hamper the effectiveness of the outdoor leg of advertising campaigns. In the past, we have conducted creative workshops for advertising campaigns grappling with out of home,” says Dos Santos.
He added that “an agency can solve its outdoor campaign challenges” by consulting major out of home companies who have the expertise to set campaigns apart in particular areas using different outdoor mediums.
With the advancement of outdoor technologies, a specialist understanding of the implementation and limitations of new technologies requires the expertise of dedicated outdoor advertising creative experts. Continental Outdoor Media offers brainstorm sessions and invites creative to join them.
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