Size Matters
"And the bigger they are, the better."
Old-school advertising has been under fire for the past few decades. Agencies have had to downsize and adapt to the onslaught of Google and Facebook… with one exception! Out-of-home advertising is doing quite well, growing at a very decent rate and transforming the landscape of our cities, not always in the wrong direction. Who can think of Piccadilly Circus or Times Square without those huge displays, those vivid and colourful billboards? Or Ginza stores without those fantastic light festivals?
Maybe in Covid’s days, one could say they were pretty useless if people were locked indoors, but with the end of the limitations, life has gone back to where people socialize, visit, or just hang out.
And currently, where most advertising outlets are the size of our iPhones – and people do their best to give them a quick zap – size matters!
These huge, colourful outdoor digital billboards broadcasting gigantic images of logos, products or experiences cannot be ignored or annihilated, let alone the selfies we send to friends and family enlarging the audience when we are near these festivals of light. They are admired, they are experienced and revered. And the bigger they are, the better.
With cities expected to grow in the coming decades, the sky of online shopping skyrockets, out-of-home advertising can expect nothing more than to grow in importance and impact. And expect lots of creativity and digital sophistication …in an outdoor space right next to you!
And size matters!