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Is the Out of Home sector communicating its digital capabilities and, in turn, the medium’s creative opportunities well enough?
It’s a question I could not help but ask myself during the Out of Home creative awards ceremony I attended recently. Not because there weren’t enough great executions honoured at the event, co-sponsored by MediaCo Outdoor – Mini’s ‘Not Normal’ digital ads using dynamic tailored messaging to Mini drivers, for example, or the Lynx Apollo campaign with its innovative astronaut installation encouraging interactivity at Westfield Stratford. But because all the technological strides the industry has made over the past 12 to 18 months have made me wonder whether the development and growing sophistication of the medium is out-pacing the evolution of its creative.
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