Creating out of home (OOH) advertising that lands with consumers may seem challenging but according to WCRS' director of technology and innovation, Dino Burbidge, it really is not.
Yet he sees terrible examples all the time, which are habitually "campaign extension" billboards where advertisers are not embracing the location and behaviour of the audience, and just doing a quick copy/paste job from the latest campaign.
"'That’s how it’s always been done' syndrome is the issue with a hint of 'it’s cheaper that way'," explained Burbidge. "Creative strategy and media strategy really need to meet for a coffee earlier in the process.
"Everyone needs to get their elbows out and question long-held assumptions more. OOH is changing but it needs folk with a devious twinkle in their eye to really drive it to the next level."
That's why celebrating the best campaigns in the industry is more vital than ever. Out of home continues to be one of the most effective forms of advertising and The Drum Out of Home Awards aims to identify the best practices, companies and people in the industry.
The judges include, Burbidge, Piers Newson-Smith, head of brand planning, Direct Line Group; Rik Moore, head of strategy, Havas Media and Roy Shepherd, head of out-of-home, Goodstuff.
Newson-Smith said: "OOH is going through a revolution. It’s your chance to stake your claim to being a revolutionary. I want to see ground-breaking creativity that squeezes every drop of potential from OOH. Brilliantly strategic thinking that generates measurable results.
"Attention-grabbing creative execution is a must but I’m also really interested in seeing how teams interrogate strategic briefs and innovate in measuring the results."
Sponsors of the awards are Identity.