I was having dinner with a VP from a Non Traditional Media company the other night. It is always great pleasure to catch up with friends in the industry which those relationship span beyond 10 years. Simply due to the fact, that in retrospect there are many things which have changed in the Out of Home industry. Many of the players are changing teams, new companies emerging and some companies meeting their demise in the current economy. But one of the resounding themes during our conversation was where the 'WOW Factor' is. More importantly what is the longevity of "wow", before it becomes mundane and boring? For most media vendors this is a catch 22 and here is why.
Most media buyers work for an agency which is in turn working for the client. And though some have the freedom to place, a vast majority needs higher approvals prior to placement. With the current market and media option trends, accountability and ROI are true key factors on anything new. This is the rub. The media product from the vendor has to be new enough to have the 'wow effect' but not so new that other clients have not used the medium. Plus, it cannot be too used because it may lose the punch element it once had.
Here is just one of those examples. Sent to me this morning and gave me the brow lift. It came in from a media company call OOH Media USA, from president Mark Miller. He is now representing Russells USA.
Russell Signs Ltd was established over 100 years ago to provide advertising displays for the Outdoor and Transport Industry. Their expertise was originally centered on a wide range of services and technical disciplines associated with the advertising and commercial industries.
In the 1990's in response to the demand from existing clients looking to harness the power and magic of advertising in other custom built environments, such as film, television, theatre and technology. Russell Signs Ltd began to expand the markets served.
Over the years, I have seen other companies who have performed these types of services. Many of them have fallen off the rolodex. But, when I looked over these images of their works, it gave me the 'wow' in needed for my day. Perhaps this will spark something for you.
I was having dinner with a VP from a Non Traditional Media company the other night. It is always great pleasure to catch up with friends in the industry which those relationship span beyond 10 years. Simply due to the fact, that in retrospect there are many things which have changed in the Out of Home industry. Many of the players are changing teams, new companies emerging and some companies meeting their demise in the current economy. But one of the resounding themes during our conversation was where the ‘WOW Factor’ is. More importantly what is the longevity of “wow”, before it becomes mundane and boring? For most media vendors this is a catch 22 and here is why.
Most media buyers work for an agency which is in turn working for the client. And though some have the freedom to place, a vast majority needs higher approvals prior to placement. With the current market and media option trends, accountability and ROI are true key factors on anything new. This is the rub. The media product from the vendor has to be new enough to have the ‘wow effect’ but not so new that other clients have not used the medium. Plus, it cannot be too used because it may lose the punch element it once had.
Here is just one of those examples. Sent to me this morning and gave me the brow lift. It came in from a media company call OOH Media USA, from president Mark Miller. He is now representing Russells USA.
http://www.russellsusa.com/Russells/Home.html
Russell Signs Ltd was established over 100 years ago to provide advertising displays for the Outdoor and Transport Industry. Their expertise was originally centered on a wide range of services and technical disciplines associated with the advertising and commercial industries.
In the 1990’s in response to the demand from existing clients looking to harness the power and magic of advertising in other custom built environments, such as film, television, theatre and technology. Russell Signs Ltd began to expand the markets served.
Over the years, I have seen other companies who have performed these types of services. Many of them have fallen off the rolodex. But, when I looked over these images of their works, it gave me the ‘wow’ in needed for my day. Perhaps this will spark something for you.
Robert Shockey has been in the advertising industry since 1995. In 2003, Robert began the Great Outdoor Network to expose more audiences and media professionals to the true power and potential of the Out Of Home Industry.
The Media Network for Outdoor Advertising and Marketing presented by The Great Outdoor Network 
