Tech is changing outdoor advertising but old school tacticals surely win the day...

By AdNews | 28 August 2014

Digital street networks, programmatic trading, facial recognition and ceiling panels are all apparently changing the face of outdoor advertising.

These technological advancements have seen networks such as Ooh installing Australia's largest curved, audible, fully animated digital ceiling panel, which spans the length of one and a half cricket pitches.

Val Morgan has rolled out facial recognition technology across petrol pump sites in Australia as well as shopping centres.

The firm has also flagged the move to programmatic buying of outdoor, suggesting that it will "revolutionise" out-of-home advertising.

You can't stand in the way of progress, and measurability, day-parting, and cost efficiencies are essentail for any ad business. But can you really beat great tactical outdoor advertising?

Take this example from Coopers and Canadian Club. Coopers took it to the whisky brand when Canadian Club erected a billboard with its campaign tag line “Over beer?”. To which Coopers replied, on a billboard over the road, “if you're over beer you're drinking the wrong one.”

The medium is perfect for simple, effective tactical work.  Think you've seen better recently, sned us the links in the comments section below.

Think you've done better? There are now only three days left to get your entires in for The Locus Awards.

The Locus Awards recognise creativity in outdoor advertising. Entries will be judged by a panel of media buyers and marketers, with winners announced in AdNews on 3 October. Best of all points earned by the winners count towards the AdNews Agency Rankings.

Download the entry kit from The Locus Awards section of the website.

Entries close September.

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