By: Rajiv Raghunath
Last updated : May 22, 2021 10:38 am
Supporting good causes, influencing people’s behaviours, and entertaining all the way are fantastic attributes for any medium, said Tim Bleakley in the WOO virtual European Forum meeting.
In this period, the DOOH operators successfully demonstrated that the medium could communicate messages of significance at a time of great difficulty. For instance, Ocean amplified the Queen’s message on Piccadilly Lights, and Capt. Tom Moore’s message to the people to stay indoors.
Staying relevant is a great challenge for the medium, said Tim. It is important for the industry to drive home the message that “we are the medium that can deliver message beyond our own audience. We can be seen anywhere and everywhere.” That is, OOH is increasingly gaining reach and visibility in other mediums too. “Supporting good causes, influencing people’s behaviours, and entertaining all the way are fantastic attributes for any medium”.
OOH is also being seen as a trusted environment where brands can communicate even difficult messages. “A place that can be trusted as part of the real world”.
“OOH/DOOH showed great leadership across the world throughout the pandemic,” he asserted, and emphatically stated that there is scarcely any other seemingly one-dimensional media “that is able to show the levels of emotional intelligence that have been shown over the course of the last 12 months”.