madcomments

Digital OOH: That’s what I’m talking about

Posted in Advertising, Media, Digital, Arif Durrani, Latest reporters' blogs June 12th, 2008 by Arif Durrani

So 30-year-old former recruitment sales manager Lee McQueen, known for his catch phrase ‘that’s what I’m talking about’, has surprised the bookies and won the fourth series of The Apprentice.

And his prize for surviving 12 gruelling weeks and beating hot favourite Claire Young, along with fellow finalists Alex Wotherspoon and Helene Speight, is to enter the booming fray of digital out of home (OOH).

Sir Alan’s choice for his new venture will come as little surprise to those who know the UK’s media.

After the internet, out of home was the fastest growing major media in 2007, up almost five per cent to command just short of £1 billion.

Much of this growth can be attributed to the burgeoning new world of LCD and DEP digital screens which offer superior quality images and far greater flexibility for advertising campaigns.

According to Ivan Clark, head of digital at outdoor specialist Kinetic, advertisers are really becoming switched on to the possibilities this new technology provides in places of real scale.

The ability to target thousands of commuters with specific ads at different parts of the day has introduced parallels to TV scheduling.

A good example of a brand taking advantage of the new screens is London’s Evening Standard newspaper which commands space in CBS screens outside the capital’s dual Underground and mainline stations – like Liverpool Street.

Through a deal brokered by Starcom, the newspaper switches its ad messages from its generic Eros (credit card) promotions in the morning, to include the day’s headlines from the first issue after midday.

The result? Timely, compelling content that has started to be actively welcomed and even sought out by those passing through – quite a feat for any advert.

The biggest downside of the new media, as the Amstrad entrepreneur is no doubt in the process of finding out, is the eye-watering costs involved. In fact, I’m told that each LED screen can cost up to £100,000 each – that’s as much as winner Lee’s much publicised annual salary.

So the likable self-confessed rough diamond, who’s not proud of the fact he lied on his CV, will be expected to sell, sell and sell some more to recoup these costs. If you’re reading Lee, Kinetic’s number is 0207 544 4600 or try Posterscope on 020 7336 6363.

To read the related news story visit mad.co.uk