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Expert Opinion


Eighty Percent of Outdoor Ad Campaign Hinges on Creativity
03 May 2012

Executing innovative and impactful outdoor advertising campaigns is something that confounds many advertising agencies and there is a tendency to transpose print campaigns onto out of home mediums, which doesn't work, says Continental Outdoor Media.

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Washroom advertising is no flash in the pan
25 Apr 2012

Considered once as just "toilet advertising"�, washroom campaigns have moved with the times into additional ambient spaces. But changing South African media agency buyer's and planner's perceptions is still more challenging than that of our European and American counterparts.

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Outdoor advertising: Getting the basics right 2012
03 Apr 2012

Creative outdoor campaigns can be a hugely powerful means of influencing consumer perceptions and attitudes, and ultimately the decision to buy products. Designing outdoor campaigns, however, is a challenging task

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Marketing on the Move
28 Mar 2012

Enter 2011....Outdoor was selling, but one medium was suffering. There were fewer and fewer branded buses on the road. After having a number of discussions with other media owners that offer bus advertising, the consensus was mutual that 2011 was not as good as 2010.

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OOH Highest Level Of Recall
19 Sep 2011

A new UK study provides insight on shopping behavior and the potential to impact buying decisions. The study revealed that most shoppers can be influenced on purchases with only 13% of shoppers sticking to a pre-determined shopping list.

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Outdoor is the medium seen most by shoppers in the last window of influence before shopping.
13 Sep 2011

Of those seeing or hearing ads in the run-up to shopping, the vast majority (88%) see outdoor ads.

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Commuters and Their Media Consumption
31 Aug 2011

t's important to realize that black consumers are not homogeneous. Therefore focusing on core segments within this consumer group allows marketers to refine their strategies and to target specific consumers accordingly. It also allows for effective media selection that results in the optimisation of the campaign and avoiding wastage. Commuters, for example, comprise a massive part of the Black South African audience as 75% of all Black South Africans LSM 4-7 are commuters (weekly taxi/bus/train).

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