Patterson adds that the next step for this industry is to tackle “the creativity issue”.
“A key factor that still hinders this medium from reaching the almost double digit share of adspend levels seen in many first world markets, is creativity. When campaigns do not produce the expected sales, often the medium is blamed rather than the message. If used correctly, outdoor is a vital and vibrant addition to the communication mix and under-valued in terms of its potential impact.
“The outdoor industry needs to confront the challenge of improving creativity with the same zest as it applied to measurement. With better understanding of how outdoor is consumed, our creative talent will produce better, more effective communication. Outdoor communication should be seen in one glance. If the message has to be read, it's too long,” Patterson reiterates.
He says with media independents and departments being held accountable for communication, he is convinced that “stronger, more intrusive creative will produce greater confidence in the medium”.
