Old-school advertisinghas been under fire for the past few decades. Agencies have had to downsize andadapt to the onslaught of Google and Facebook… with one exception! Out-of-homeadvertising is doing quite well, growing at a very decent rate and transformingthe landscape of our cities, not always in the wrong direction. Who can thinkof Piccadilly Circus or Times Square without those huge displays, those vividand colourful billboards? Or Ginza stores without thosefantastic light festivals?

Maybe in Covid’s days,one could say they were pretty useless if people were locked indoors, but withthe end of the limitations, life has gone back to where people socialize,visit, or just hang out. 

And currently, wheremost advertising outlets are the size of our iPhones – and people do their bestto give them a quick zap – size matters!

These huge, colourfuloutdoor digital billboards broadcasting gigantic images of logos, products orexperiences cannot be ignored or annihilated, let alone the selfies we send tofriends and family enlarging the audience when we are near these festivals oflight. They are admired, they are experienced and revered. And the bigger theyare, the better.

With cities expectedto grow in the coming decades, the sky of online shopping skyrockets,out-of-home advertising can expect nothing more than to grow in importance andimpact. And expect lots of creativity and digital sophistication …in an outdoorspace right next to you! 

And size matters!