Tag: Tractor Outdoor

A piece landed in my feed recently that stopped me mid-scroll. Michael Farmer, a veteran advertising strategist, recently published a devastating analysis called Madison Avenue Media Madness. It examines what digital advertising has actually done to the world's biggest brands over the past 15 years.

Measuring attribution has been a long-term challenge for the media industry across the ecosystem, both online and offline. Relying on simple attribution models that often overestimate the impact of direct response ads – such as those that include call-to-actions like "click here" or "buy now"– ignore the myriad influences on the consumer journey.

“He has all the attention span of a goldfish!” For ages, goldfish – known for their nine-second attention spans – have been used as a not-so-kind metaphor to describe someone who has a limited ability to focus on something at any given time.

Recently, there’ve been more than a few conversations that lament the knock that load shedding is having on the out of home (OOH) media industry, specifically digital out of home (DOOH). We’ve seen respected marketers and other media professionals postulate (rather irresponsibly, in my humble opinion) that the ongoing drive by media owners to ensure that screens stay on probably means that innovation and expansion have been put on ice.

Out-of-Home (OOH) advertising was one of the many casualties of the hard lockdown, with marketers understandably finding it hard to justify their spend in a time where everyone was required to stay at home. With the levelled lockdown commencing on 1 May, movement has gradually started to return to the outdoor arena, providing OOH media owners and advertisers with new hope.