Dom­i­nance Through Vol­ume

ArabAd - - CONTENTS - Betty Jab­bour:

Out of home ad­ver­tis­ing is still the health­i­est me­dia. Whether we’re talk­ing road signs (unipoles/ rooftops) or BTL trucks, all make such a pow­er­ful im­pact due to traf­fic jams, es­pe­cially on main highways. At the be­gin­ning of the year, Q1 rev­enues were a bit slow but im­proved re­mark­ably dur­ing the mu­nic­i­pal elec­tions pe­riod as OOH is the fastest me­dia to spread po­lit­i­cal mes­sages. Dur­ing that time, the de­mand for trucks is ex­cep­tion­ally high as the client gets to reach his end con­sumer di­rectly by rout­ing these ve­hi­cles in spe­cific ar­eas of choice.

The State of OOH The Chal­lenges Elec­tions Pe­riod Un­like what ad­ver­tis­ers say, OOH me­dia is the cheap­est of all ad­ver­tis­ing chan­nels.

July/au­gust 2016

The de­crease in spend­ing on OOH is not due to its fall in pop­u­lar­ity, rather from the bad eco­nomic sit­u­a­tion in the coun­try and re­gion, which has seen ad­ver­tis­ing spend de­creas­ing. In ad­di­tion, the first two months of the year are usu­ally slow as bud­gets are still not set.

Reach vs. Im­pact

OOH me­dia is the most ef­fi­cient chan­nel for elec­tions as elec­toral mes­sages are spread di­rectly and ef­fi­ciently bear­ing in mind that the elec­tion pe­riod is short and hence clients need prompt feed­back. The prob­lems that con­sumers might

Un­like what ad­ver­tis­ers say, OOH me­dia is the cheap­est of all ad­ver­tis­ing chan­nels. The rea­son be­hind this is the fact that pop­u­la­tion is grow­ing nowa­days thereby in­creas­ing the num­ber of road ve­hi­cles, which in turn causes more traf­fic jams. How­ever, we can fairly as­sume that the CPM (cost per thou­sand) reached by the out­door is still the cheap­est in Lebanon. There­fore, dig­i­tal chan­nels will not in­flu­ence the bud­gets al­lo­cated for OOH or any other me­dia as ev­ery me­dia gets its share of the mar­ket in a dif­fer­ent way.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.