Our weekly overview of the best OOH stories you may have missed this week, also comments from BB himself.
1. Oh-oh that smell
Comment
Oh what a new pusherman?
Jim Johnson, Johnson, managing director of Freight & Co., and author of Monday’s ‘OOH … One Thing Here’ argument in his latest post for OOH Today, argues that the OOH industry depends on the right path and that we should be product weed advertising. ? Johnson raises the question of over-reliance, and concerns about lack of self-regulation may be as much a problem for OOH’s reliance on the tobacco business as it was for the late ’90s. Many OOH owners because they are going to get it (revenue). Easy money to claim.
Until that.
When the weed business is gone, does the industry get caught up in its proverbial pants and find itself in possession problems? I don’t think so. Tobacco advertising went out on April 23, 1999. It was not a law that was passed to ban it but an agreement between the state attorney general and the tobacco industry. When that writing began to appear on the wall in the mid-90’s, 1996/1997, some OOH companies panicked and sold their business. When the deal goes into practice, others get confused, some eventually regaining their sales skills. And a few like Martin Media, where I was a limited partner, took advantage of the opportunity to acquire OOH plants at a discount, to buy the ‘Smokestack Market’ because they were a heavy industrial city. The population usually had large numbers of blue collar workers and heavy tobacco users and had nothing to do with cigarette smoke. It didn’t take long for advertisers like Miller Bear and Chevrolet to move up the list of Cherry-picked best OOH locations that Sigi Butt companies have amassed over the decades. Those great positions were now available as OOH companies realized the pressure demand for premium space.
Second, weeds, although legal in many states, are still being scrutinized. Cinick uses regulators, legislators, and the like, including the ‘green group’ as America, to justify our weed greed as a reason to demand OOH control. Although for various reasons, for the sake of ‘doing it for the children’, Ala Hillary Clinton’s Health Care Mantra ’in 1993 to convict Congress যা which failed. Do the dollars we receive for marijuana advertising make us guilty by our association? I don’t think so!
If the weed dollar goes away and it probably stops for many years, if ever, the end of buying marijuana as we see it today means we will just lose that easy money section and go back to work for a living.
But what if an attitude develops to control our advertising rights? As one of my dearest old friends, Esquire Tom Nolan, once defended me before the Charlottesville City Council decided to vote on a billboard outside the city, saying, “Just because the council has a naked legal right to do something doesn’t mean it’s right to do so. Things. “(I don’t know if there was a legal term for using nude, but it certainly caught everyone’s attention.) Charlottesville still has billboards.
One might ask, oh what a new push?
Jim Johnson uses the clever format of tying music to his message in each of his stories, here is one of my all time favorites – from Curtis Mayfield’s 1972 superfly album, Pusherman.
“If necessary, I want your doctor, some coke, some weeds
You know me, I’m your friend, your eldest son, fat and thin
I’m your pusher, I’m your pusherman. “
It reminds me of another absolute hit from the same Mayfield album. Freddie’s Dead.
We are all made with progress
But sometimes I have to admit
We can deal with rockets and dreams
But the reality
What does this mean?
Nothing was said
‘Because Fredis is dead
(Oh, you), “I don’t want to be like Freddie now
‘Because Fredis is dead.
– BB
2. DPAA has announced DOOH-E award
Comment
Dewey
We are very stocked for another prize event. Digital OOH deserves more recognition. This is the fastest growing sector in OOH format. Why not your own reward? Give some technical recognition for better measurement. After all, there are dozens of programmatic tech innovators out there, one that can work to reduce the field of award-winning that is going to happen sooner or later from market demand.
Who better to host an award presentation then OOH presenters Maestro, DPAA President, Barry Frey. DOOH-E Award As in DEWEY. Digital out of home Excellence
The DPAA call for entry is open to all entities involved with DOOH, no DPAA membership is required from what we can say (which means should not be cooked at home) and here is the first, ‘public voting’. Although a short list will be made first to vote, it is still an election. This should be interesting. People talk! And DPAA listens! Punch your ticket for what was one of the best OOH industry events of the year – DPAA Global Summit 11 October Pier 60 (Chelsea Pierce) in New York City.
– BB
3. 2022 WOO Award Winners
Comment
More OOH rewards
OK, it’s time to check out WOOH and see how thick British skin really is …
2022 WOO Award Winners. Three old white men and a woman.
There is nothing new in OOH outside the United States. That’s all for now.
– BB
4. OOH advertising increased 40.5% in Q1
Technology and direct-consumer companies, including Apple, Netflix, Amazon, Verizon and TMobile, accounted for 31% of the top OOH users in Q1 2022. DOOH led the overall OOH growth in 2017 with a 57% increase over Q1.
Comment
I hope like hell we will pass 2019
Let’s consider:
1. How good are we from the pre-epidemic? Let’s not go back 30 of our REHTORIC’s some 5% increase in 4 consecutive months. This is a ridiculous increase, to be less certain. A goal to be embarrassed by. I don’t care what other media people are doing. Look around other industries. 5%? Really? Increase the high jump bar. Or set less goals you know you can easily reach and surprise! You will reach the lower goal.
2. How many digital units have been installed in last 3 years? (Which is literally equal to 8 faces each time you go to the ground). So we multiply digital inventory but are satisfied with single digit growth? Considering organic growth or sales in the same store, we may be more than last year, but not something to be proud of. Not yet. To learn more about OOH growth, read OOH’s post-Golden Age commentary.
– BB
5. Important moment from WOO’s Global Congress Toronto
The Congress, the first such private event since Dubai 2019, brought together 400 delegates from around the world. Among the topics discussed in depth were the programmatic, altered macro-media landscape where e-commerce is the growing rule, classic vs. digital OH, the increasingly critical issue of sustainability, diversity, and the way digital OH extends to social media.
Comment
The golden age of unreasonable excitement outside the home
We didn’t attend the WOO Global Congress in Toronto, we caught the cove at the Geopath / OAA OOH conference. As we were told by multiple participants who we know very well and believe in their judgment, it was a night and day difference between the Florida Conference and the Toronto Conference. And it’s not good for one in Florida. Speakers, content, discussions, all sources are reporting to OH Today in Toronto. (Naturally with some caution, more later). Florida is nothing like that.
Sure Florida was a great opportunity to see everyone and was a great party. Although a group of class or group. Everyone left like that. Click for sure. Very expected. The Toronto Group brings everyone together socially as well as through daily conferences based on the structure of the event. Something to consider in Nashville. And well that’s how we’re starting to improve the American Conference. Our advice; Focus on what DPAA does annually and what WOOH does in Toronto. That’s a start.
Oh don’t think you’re getting off so easily.
‘DOOH deserves a seat at the adult table’. Really? Where have we heard before? Okay, we know where. How many years has it been said? About OOH? About 30 years. At least.
And then this worn CD (or for the older men in the group that you have worn out) “Outdoor Golden Age”. Let’s see how many times we have to hear this phrase in the next few months. In my 40 years in business I think this is now the 5th golden age.
Let’s take the “golden age” thing a little further;
First defined by Funk and Wagnols;
Noun: Golden age; Plural noun: Golden age
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An ideological, Often imaginary A time of peace, prosperity and happiness.
“He gets angry after the lost golden age”
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The period when a particular art, skill, or activity occurs Its peak.
“Golden Age of Cinema”
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Are we saying OOH at the top of it? I do not expect. We got some momentum and it really peaked? We may be more than last year, but to give so much ‘Golden Age’ badge? I don’t think so.
Anyone reading Baroness or Wall Street or watching Bloomberg TV News? The recession is hiding around the corner. This will take the shine out of our ‘OOH’s golden age’ as soon as you can say ‘imagine a heavy discount rate card’. Maybe it’s easy to say, ‘irrational outburst’
– BB
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