The outdoor industry reinvented itself in 2016 – will creatives get on board in 2017?
With adland beginning to get to grips with the opportunities offered by digital billboards, and multimillion dollar deals around ownership, 2016 was a stellar year for the outdoor industry. Mumbrella examines the factors behind the outdoor advertising industry’s renaissance, and asks what can be done to get the medium back on the radar of creative agencies.
When news dropped last week of Ooh Media and APN Outdoor’s proposed merger, the creation of Australia’s first billion dollar outdoor company capped what had already been a massive year for the sector.
With Bonds’ talking testicles, weather sensitive insurance screens, and Woolworths’ Pokemon Go lure among the many campaigns featured on city streets, the outdoor industry sent a signal that the transition from analogue to digital medium was finally gathering pace.
Leaders within the industry agree that in the last five years, outdoor has experienced more change than the two decades that preceded them.
They believe they are finally winning their argument to marketers more interested in digital and TV, that outdoor is the medium most likely to reach people walking the streets and travelling to work.
