Why Brands Should Go Out-of-Home For Protection

In this guest piece, Posterscope business executive Theodore Buscemi (pictured below) explains why marketers shouldn’t look past the out-of-home media channel to control how their brand appears in market.
The ad industry never fails to breed controversy. Like a hot summer sun and dry dead grass, it is just a spark away from a full-blown firestorm.
Digital is stealing all the attention these days – everything from fat-fingers and ad fraud to flawed metrics and evil algorithms. Not to mention the proliferation of fake news, which has garnered widespread attention since the 2016 US presidential election cycle.
Meanwhile, giants like Facebook and Google suffered as a result of the recent online video debacles. These issues went beyond financial implications of misspent marketing dollars – brand image itself was the real victim. And when a brand entrusts Google with a portion of its marketing spend, it is Google’s responsibility to protect the brand image of the client.
Why is it so important for brands to consider where and how they are represented in market?
As Scott Goodson, author of UpRising and founder of global cultural movement firm StrawberryFrog, puts it: “Products have life cycles; brands outlive products”.
Brand is power. It represents a company; its products, services, and the value code it operates by. Brand is trust. It is reputation. It has its own intrinsic value. Brands take years to build and can be crippled overnight.
Pepsi’s recent campaign fail illustrates this well. By numbers alone, the campaign did great. It received global attention with plenty of video views, comments and social amplification. This, of course, is not the full story. Widespread backlash damaged the brand and alienated the very audience the campaign aimed to engage.
Once a campaign is released into the wild, it is anyone’s guess how the public will respond. McDonald’s also saw this firsthand after pulling an ad using a child’s grief for his dead father to tell a brand story.
So, how do clients exert some control over how their brand is viewed in market? Well this is where the power of out-of-home media comes into play.
Attribution and ROI measurement is increasingly more important to clients, and digital channels provide strong metrics in this area. However, it is crucial that clients don’t just look at media channels through this lens – particularly out-of-home.
Out-of-home traditionally hasn’t been used in this way, though there are new tools and technologies being developed to illustrate the medium’s role in the conversion process.
One of out-of-home’s greatest strengths is its role in creating impact and awareness. Don’t just think about static billboards here – think about the new, dynamic, digital out-of-home technologies helping brands tell more engaging stories.
Out-of-home media also has the ultimate trump card up its sleeve: it can’t be switched off. Unlike other media, consumers can’t avoid out-of-home. There are no out-of-home ad blockers.
As such, out-of-home gives the client maximum control over where and how ads are displayed. The promise of control in digital media has proven difficult across content-rich platforms like Facebook and YouTube. Out-of-home doesn’t face these complexities.
What this means for clients is greater power to align brands with an audience or environment that enhances its image. Premium clients can target affluent audiences in c-suite office towers, and brands rooted in family values can play in retail and entertainment spaces where the risk of appearing alongside offensive content is almost zero.
Sales are crucial, conversion is key, but brand is power and needs protecting. So, take back that power and use out-of-home to control how your brand appears in market.
Latest News

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics
Bank of Queensland Group has announced that following an extensive review of their existing media agency roster, the Group will split media across two agencies, being Performics and Initiative. As part of the acquisition of ME Bank by the BOQ Group in 2021, the marketing teams from across the Group were consolidated into one central […]

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers
Luisa Dalli (lead image) is a senior strategist at Havas Media Group. In this guest post, Dalli says Australia didn’t merely elect the Albanese government but it also shone a bright light on where we are and what we want as a nation… It’s been two months since Australia’s federal election, yet the underling feeling […]

“Don’t Read The Comments, Darling!” Richard Wilkins On Helping Son Christian Navigate Logies Dress Backlash
Proof the red carpet's about the only interesting part of the Logies comes this story from B&T's Christian obsessive.

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Monday TV Wrap: MasterChef Cooks Up Solid Numbers For 10
MasterChef continues to prove it's like a proverbial Thai red curry left in the fridge overnight - it just gets tastier.

Radio Ratings: Kyle & Jackie O Are Hot On Ben Fordham’s Winning Trail
Sure, B&T's radio ratings aren't always first or aren't particularly thorough, but we guarantee a Media Watch-free read.

Nine’s Radio Stations Bag Best Ever Survey 4 Results
GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

“Absolutely Disgusting & Racist!” Adlander Slammed For Age/SMH Column Calling For Nick Kyrgios To Be Deported
There is nothing more divisive than tennis ace Nick Kyrgios. Save for hot or cold custard or Nicole in 'Eyes Wide Shut'.

British Drag Queen Busted Sniffing Amyl Nitrate During Live Pride TV Show
B&T never condones the use of drugs in any manner. Except for crappy dance music, where they're almost a necessity.

Lindsay Lohan Reprises ‘Mean Girl’ Role In Witty Work For Eco Sport Shoe Brand
It does help to have seen Lindsay Lohan's back catalogue with this ad. Not that we'd knowingly wish that on anyone.

Booking.Com Offers A Neighbours Fan The Opportunity To Holiday On Ramsay Street
A lucky Neighbours fan could win the ultimate prize. Well, by "ultimate" there appears to no sign of Charlene or Harold.

You’re Invited! Level Up Your Social Selling With Seismic
Diary free the morning of the 27th? Want to fill your stomach with brekkie & brain with social selling skills? Read on.

PepsiCo MarTech Expert Reveals Insider Tips On ‘Relationship Marketing’
Look, it's top expert tips on relationship marketing. Could possibly be useful for weeding out creeps on datings apps.

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Instagram Isn’t Dead: Here’s Why It’s Not Going Anywhere
Think Instagram is dead? Think again with this. That said, it's safe to say Myspace & the Blackberry are now both dead.

Sue Squillace Announces Departure From Dentsu
Sue Squillace heads for the Dentsu exists. Framed Indigenous art current leads wine decanter in leaving present options.

SCA Rebrands Its Promotions Division To Brand Experience
SCA rebrands its promotions division to Brand Experience. Also encouraging the use of the buzzword "moving the needle".

Ryvalmedia Again The Numero Uno Agency For Media Wins For May
View Australia's top performing media agencies for May right here. Or rage away if your filthy competitors are on it.

M&C Saatchi Still Tops For New Business Wins For May
M&C Saatchi nabs top performing creative agency slot. Refutes claims it had to do with Woolies selling $12 lettuces.

Public Memorial Announced For Radio Legend Peter ‘Harvs’ Harvie
Friends & colleagues invited to a memorial for radio legend Peter Harvie. Even sworn enemies likely to gain admission.

Get Your Entries In For Best Of The Best Now!
A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

Regional is Booming At This Year’s B&T Awards!
Has the regionals ever been hotter, B&T asks? Nothing a global pandemic & cheaper hooch prices haven't aided, mind you.

OOh!media CEO Cathy O’Connor To Share Regional Advertising Insights At Newcastle Business Club
oOh! supremo to appear at the Newcastle Business Club. Planning some Screaming Jets or some Silverchair as intro music.

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

PHD Sets Sail With Celebrity Cruises’ Media
Callers to PHD treated to the Love Boat theme song as hold music today after agency snares cruise line's media.

Apex Car Rentals Unveils “Making Extra Ordinary” Via Host/Havas
Apex Car Rentals unveils latest brand campaign. Apex customer reveals "I am going to thrash the living shit out of you."

WeAre8 Australia Announces Key Leadership Appointments Ahead Of Australian Launch
WeAre8's not even launched & already the appointments are coming thick and fast. News of a printer can't be far off.

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga
Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]

Trinity P3 Leads Transparency Charge By Asking Agencies To Declare Harassment Policies
The only time B&T bullies or harasses staff is the toilet stinker, kettle water thief or the staff fun run enthusiast.

Tesla Is Up Against A Racial Discrimination Lawsuit
Being the richest man on the planet is not without its dramas as Elon's spate of recent bad news continues apace.

“Unfreaking Believable!” MAFS Australia Gets Cancelled In The United States
Sadly, we've only got Nick Kyrgios & Paul Hogan to make Americans think we're a nation of bogans after MAFS gets axed.