Brain trust
CHARLOTTE VALENTE
New technologies and the constant increase in the quality and quantity of consumer data have created significant new opportunities for advertisers and agencies to make smarter use of both traditional and digital forms of outdoor advertising. As every marketer knows, relevance, impact and creativity are key components to any effective and engaging advertising campaign. The advances in the outdoor industry in recent years have made it easier to achieve all three elements. At the same time, there is a great opportunity to capitalise on the context in which brand messages are viewed, be that the location, the time of day, the day of week or the weather. These simple triggers can generate a significant increase in effectiveness. Let’s take weather as a simple trigger. After the economy, weather is the biggest influence on consumer behaviour. It affects our emotional state and drives our purchase decisions. The effects are far more omnipresent than the obvious examples of ice-cream selling on hot days and umbrellas when
