Building and growing brands remains central to the fiscal performance of any and all businesses so when looking to do so where do the key influencers turn?
The news, unearthed by the , that two thirds of CEOs believe digital out of home is the most effective medium for making a brand famous may come as a surprise to some.
However the findings go further revealing that 60% of the CEOs questioned said that there are specific sites in London that they view as "must have" when it comes to their media plans.
Furthermore DOOH came second, only to TV, as the CEOs choice as their preferred advertising channel. Non digital billboards and newspapers follow TV and DOOH as the CEOs "go to" media channel for building their brand.
The findings show that some media, previously considered obvious choices for brand advertisers, are being overtaken due to the immediacy of more technologically advanced platforms. Unsurprisingly, a key factor in driving the increasing influence of this growing medium is the ability of Digital OOH to target different audiences at different times throughout the day.
Steve Parker, chief executive of Starcom MediaVest, nailed it when he said the findings validates what we intuitively know and recognises the opportunity that premium digital OOH presents in building brand fame.
In a time when the importance of building or growing a brand in the pursuit of "fame" and commercial success can be forgotten, it’s heartening to see how CEOs remain committed to selecting the right kind of media to drive said fame.
The "must have media" that used to be the preserve of TV (centre break of Corrie, etc) or Press (IFC Vogue, 1st RHP Sun Times, etc) now has a significant new player in digital OOH with bright, brilliant and unavoidable new sites dominating the urban skyline.
Steve Atkinson, commercial director at Outdoor Plus