Announcement, December 2019
Announcement, December 2019
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"OOH has always been the biggest and best canvass for wonderful creative work, and as a result, for launching brands, building brands and making brands famous."
With more than 30 years' experience in media, Alan Brydon has held senior positions at Havas, MEC and MPG and is the former Chief Executive of Outsmart. Now working as a Non-Executive Director for Limited Space, we asked Alan for his thoughts on what we might expect to see from Out of Home in 2020.
Q1
How long have you worked in OOH?
A
I’ve been involved with OOH for the whole of my career, right back to the early nineties (!!!) when I worked on the famous Economist, Volvo and other OOH campaigns at AMV. More recently, I was CEO at Outsmart and for the last few years have been involved with the industry with Limited Space, and on some other projects.
Q2
What do you like most about the OOH/DOOH and what it offers?
A
OOH has always been the biggest and best canvass for wonderful creative work, and as a result, for launching brands, building brands and making brands famous. It is the most public medium, and better than any other medium at making that brand fame public. And what everybody should remember in these days of micro-targeting capabilities is that advertising isn’t meant to be a private conversation. It ‘s supposed to be overheard, shared, stumbled across and discovered – and OOH facilitates that far, far better than any other medium.
Digital is OOH’s friend, but the enemy of other media. Press, TV and Radio are all diminished and fragmented by digitisation; OOH is increased, improved and enhanced by digitisation. Creative and planning opportunities multiply, with the chance for greater relevance, localisation, topicality, etc….and thus more impact and effectiveness. And if used correctly and cleverly, DOOH can be extremely cost effective, and affordable at scale.
Q3
How long have you worked with Limited Space?
A
I’ve been with Limited Space for nearly three years now. It’s been – and continues to be – a very exciting time of significant growth, development and improvement (driven by the incredible digital screens, 18 now but over 30 in the course of 2020).
Q4
What attracted you to Limited Space’s proposition?
A
The people, primarily Matt and Samantha but the rest of the team also – passionate, driven, and with a very clear and exciting vison. Also, the fact that we aren’t dealing at the ‘commodity’ end of the OOH spectrum. Our environment is successful, buoyant and has lots of major development in the coming years. it offers some unique and powerful benefits for advertisers over ‘normal’ roadside and other sites.
Q5
What has been your biggest highlight so far with Limited Space?
A
I think seeing the growth of the digital screen network – enormous screens, in fantastic locations, and with all the impact and stature any advertiser could ever want. The rotating screen creative work for The Minions film launch was a creative highlight.
Q6
What are your predictions for OOH in 2020?
A
If you’ve been in the industry for a few years, you’ll remember that for about 6 years running from 2010, everybody remotely involved in the mobile advertising world proclaimed ‘This is the year of mobile advertising’. And it never really was.
Despite this, I am think that 2020 will be the year of Digital OOH. Of course the ‘D’ bit of OOH already reaches significant levels of cover in any individual format, even more so when different formats are used in combination; and advertisers are already putting more than 50% of all revenues into it.
But next year should see a rapid growth and improvement, even greater than in recent years.
There will be a very, very significant scale of build of new roadside digital screens, both by converting paper to digital, or by finding new sites and building new screens. Clear Channel and JCDecaux will continue their drive on 6 sheets, and all the above-mentioned companies will transform the large format market with hundreds of new large format screens. As an example, Limited Space will increase their large format digital screen from 18 today, up to 32 by the end of 2020.
Q7
With this in mind, what is the next step for Limited Space?
A
Continued growth of the digital screen network; making sure that we reassure people that the retail and lifestyle arena is a buoyant, vibrant and large-growth environment.
01 / January / 1970
01 / January / 1970
01 / January / 1970
01 / January / 1970
01 / January / 1970