"Lucy Markowitz, SVP, GM US marketplace, at Vistar Media, responds to Gary Vaynerchuk's critique of out of home media buys. But does he really believe that billboards are inherently flawed as an advertising medium? Not necessarily. However, it's true that any media buy, including OOH, can be ineffective if not executed thoughtfully. So, how can marketers ensure that their advertising investments deliver maximum impact?"
"With that in mind, how can marketers ensure they're leveraging their ad spends to maximum impact and running campaigns that-in the parlance of Vaynerchuk-aren't "garbage"? Let's look at key considerations for success in the modern digital landscape. Lead with purpose Every good ad campaign starts with a lot of questions. Consider: Who is the brand trying to reach-and what do you want them to do?"
Gary Vaynerchuk labels some OOH media buys as "garbage" while acknowledging billboards are not inherently flawed. OOH, like any media, can fail when not executed thoughtfully. Effective campaigns require clear purpose, a defined target audience, and creative that aligns with campaign goals. Marketers should decide whether objectives prioritize sales, awareness, or promotions and map where purchases should occur. Campaigns must integrate OOH with social, CTV, and other channels. Asking strategic questions about audience, desired actions, channels, and creative strength increases the chance that ad spends deliver maximum impact.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]