Gordon Muller has been at it again and in the best way possible. He has compiled and edited a great little book on out of home (OOH) media strategy.
The book is the brainchild of Ken Varejes, sponsored by his Primedia Unlimited business and sister company Primedia Outdoor. The AMF has supported the initiative as an effort to improve the quality of data available to describe the medium and the audiences it delivers.
Written in a factual crisp style and filled with facts, figures and research findings, many presented in graph format; the book sets out to demystify the vast array of media formats that make up OOH.
Muller sets the tone by describing how high reach has been replaced by a focus on content, timing and relevance of an advertising message. He urges planners and strategists not to simply count heads but consider how to penetrate them and argues convincingly that OOH is the medium whose “powers of intrusion do not require the explicit consent of the consumer in order to make an impact.”
Whilst the AMPS database offers limited reporting on this sector, Muller has used other surveys such as TGI and Path to Persuasion to provide planners and strategists with better and deeper understanding of the medium and its efficacy.
Useful sections on measurement, formats and reach and whether the OOH works, are accompanied with principles of execution. A cheery view of the future of OOH is provided by researcher Terry Murphy.
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