Charmaine Moldrich - Outdoor Advertising - The past the present and the future - S2 Ep13

Some of the first forms of recorded advertising was the SPQR insignia that Roman soldiers displayed on the Standards they carried into battle - Similar inscriptions are, to this day, still visible on the tops of manholes around Rome. Signage and other forms of outdoor advertising are perhaps THE original form of advertising. This topic is Charmaine's area of expertise and we start this discussion talking about the history of outdoor advertising which goes back millennia. Currently, she's the CEO of two organizations: The Outdoor Media Association, and Move (an audience measurement tech company). Charmaine has just had to endure perhaps the most challenging period of her professional career. As you can imagine, it was a hard sell, convincing people to advertise outdoor when everyone was locked inside, all the while advocating for a local industry that accounts for $1bn in annual revenue. So we needed to get a crash course into the world of outdoor advertising. When to use it, how it's different to other mediums, it's strengths, it's weaknesses, how to do it well and how it can go wrong.  So what is outdoor advertising? Which outdoor medium is particularly good at targeting time-poor, c-suite executives. What are ghost signs and why did a Scotsman crowdfund an outdoor campaign targeting a visiting head of state? We find out what she thinks of Minority Report and Bladerunner 2020 as well as discuss neuroscience, measurement methodologies and even erectile disfunction! What is LTS in the world of outdoor? What is the critical difference between outdoor and other ad mediums which was recently revealed by neuroscience research. How did Spotify manage to crush Pandora in Australia using outdoor? Gain a better understanding about the world of Outdoor in all of it’s largess.

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