Theodore Buscemi, from Posterscope Australia, explains why marketers shouldn’t look past OOH to control how their brand appears in market.
In this guest piece for B&T magazine, Posterscope Australia business executive Theodore Buscemi explains why marketers shouldn’t look past the out-of-home media channel to control how their brand appears in market.
The ad industry never fails to breed controversy. Like a hot summer sun and dry dead grass, it is just a spark away from a full-blown firestorm. Digital is stealing all the attention these days – everything from fat-fingers and ad fraud to flawed metrics and evil algorithms. Not to mention the proliferation of fake news, which has garnered widespread attention since the 2016 US presidential election cycle. Meanwhile, giants like Facebook and Google suffered as a result of the recent online video debacles. These issues went beyond financial implications of misspent marketing dollars – brand image itself was the real victim. And when a brand entrusts Google with a portion of its marketing spend, it is Google’s responsibility to protect the brand image of the client.
Why is it so important for brands to consider where and how they are represented in market?