OOH DEBRIEF: Gordon Muller, guest editor of The Media Online’s OOH Debrief, is the author of a definitive book on out of home advertising, Advertising in the OOH Zone. He recently resented a talk on the topic of out of home advertising in South Africa.
Muller’s book is billed as a “guide to out of home media strategy”, and advises that “media strategy is no longer about counting heads, it’s about penetrating them”. Muller’s task in was to enhance the media industry’s understanding of the out of home medium.
Writing in the forward of the book, chairwoman of the Advertising Media Forum, Kim Weissensee, says the medium is an exciting one, one that allows media planners to “exercise creative licence because the opportunities are boundless”. ”
“By its very nature, OOH advertising can reinvent itself with every new campaign, morphing and adapting creative executions to match the constantly changing consumer environment,” she says.
Muller’s book was sponsored by Primedia Outdoor because, as he says, the company’s “passion for the OOH Zone is infectious and I hope that I have managed to convey that passion with balance and insight! ”
We’ve created a Pinterest board of slides from Muller’s OOH Zone presentation that gives bite-sized perspective on a BIG subject.
To check it out, click here.
