Colum Harmon, marketing director, on the implications of the pandemic for Out of Home, both short term and further into the future.

 April 2020

Committing thoughts to paper at this time is no doubt a dubious endeavour but as this ever-evolving crisis plays out, it strikes me that at least one constant of advertising will endure – the importance of context.

All bets may be off at present with regard to what we understood of media consumption, work routines, lifestyle habits and shopping behaviours but how and where an ad is delivered and its context to the world around it remains fundamental to a consumer’s perception of a brand and its ability to succeed. The emerging menace of Covid-19 has heightened the marketing industry’s sensitivity to contextual relevance, and rightly so.

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