Outdoor is the new black


Liam Walsh writes: I do love a fashion analogy. Who knew outdoor would become the new black?

It seems the publishing community have a love of outdoor advertising. There is the chance of coincidence of course but when three of the top five publishers have fished form the outdoor well to head sales then it becomes trend.

News, Fairfax and Ninemsn have all thrown the line out. Admittedly one of these publishers also fancies music television as a good background.

There are similarities between the channels. They both require a level of salesmanship as the prospects remain generally cynical about the value proposition.

Hence it is reasonable to assume these individuals will be familiar with rolling the sleeves up.

The challenge is in the detail. It is most likely that a strat planner makes the decision on what the total online share should be.  However once this is determined, by the strat planner or someone else, the digital planner takes over.

Digital is extremely detailed and it has many idiosyncrasies. When sites compete, a detailed ability to manage the nuances can affect the decision on where to spend budgets.

In short, if the most senior person cannot keep up with the conversation there will most likely be a crisis of confidence and money will move elsewhere.

Comes down to one question. Is a knowledge of digital more important than a knowledge of media sales?

There is no easily measurable answer to this. I would offer that Jason Scott was probably our best sales director and he knew digital very well. Probably still does.

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3 responses to “Outdoor is the new black

  1. I think this is a pretty backward comment – and doesn’t take into account communication within an agency. If any agency plans effectively then the digital planner should be involved up front with initial strategy, especially in light of the fact that there is now a stronger focus on digital within a campaign architecture

    ‘The challenge is in the detail. It is most likely that a strat planner makes the decision on what the total online share should be. However once this is determined, by the strat planner or someone else, the digital planner takes over.’

  2. talkingdigital

    i agree with A in terms of that comment … strat planners and digital planners are working together and that is what is defining budgets in many scenarios. Not all, but many.

  3. On a lighter note….

    …forget Outdoor being the new black ….

    … Liam, do you remember that very wise man who once told us that online is the new outdoor?

    His prophesy is being fulfilled!

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