Jumping Headfirst into Out of Home Advertising

Working in the Out of Home (OOH) industry over the last 18 months has taken me on a fascinating journey into the realm of outdoor advertising. From initial ideation when crafting campaigns, to navigating the evolving landscape of digital and dynamic, it has been an ever-evolving whirlwind of events. 

I’m a 24-year-old digital out of home media assistant for Liveposter and Posterscope, that graduated with a degree in Fashion Management. My previous experience consisted of marketing, PR, social media, and fashion buying, so I had limited knowledge or understanding of the advertising and OOH industry. 

I work in the new business team at Liveposter, seeking new opportunities and clients for the business, creating marketing materials to promote Liveposter to new and existing clients and agencies, and supporting the Posterscope planners with implementing dynamic ideas to make their campaigns more relevant.

I wanted to share my experience of jumping headfirst into OOH advertising, to inform and enlighten other young people, graduates, and jobseekers considering the industry.  

Collaborative, Creative, Competitive

The OOH industry offers numerous positive and rewarding aspects. There is ample opportunity for creative expression and innovation, from designing visually striking campaigns to implementing interactive digital posters. Professionals in the OOH industry have the freedom to push the boundaries of traditional advertising formats and explore new ways to captivate audiences.

OOH advertising has a tangible presence in the physical world, allowing us to see the direct impact of our work on public spaces and communities. Maybe it's a billboard towering over a busy A-road, or an ad viewed by commuters on their daily journey, OOH campaigns have the power to shape perceptions, spark conversations, and drive meaningful engagement.

Whether it's raising awareness about important social issues for the Government, promoting local sports events or the latest Netflix show, or driving footfall for Greene King pubs, I’ve derived satisfaction from knowing that our efforts have a meaningful impact on audiences, society and ultimately our clients. 

Take EE’s 2023 Home Safe campaign as an example. The Manchester based OOH ad ran with the intention of helping people get home safely using real-time travel updates. EE  worked with Liveposter to enhance the security that Stay Connected Data offers whilst utilising bus, train, and tram data to call out the next available mode of transport. As well as winning the top prize at Ocean’s Creative Competition, and featuring in the national press, the campaign successfully educated people on how to get home safely at night as well as driving talkability around the topic. This is without a doubt my favourite campaign so far and a great example of the power and utility of OOH.

But the OOH industry is also fiercely competitive, with numerous advertisers vying for prime placements and clients. This competitiveness can create pressure to constantly innovate, deliver results, and differentiate oneself. Meeting client demands whilst adhering to fixed budgets and logistical challenges can be stressful and demanding in such a fast-paced work environment. Working in OOH certainly requires strong communication skills and problem-solving abilities between individuals and teams, but if this can be achieved, the rewards are monumental.

So far, I have experienced a wonderfully collaborative and team-oriented culture. Whether it's working with creative designers, media planners, sales executives, or data analysts, I have valued the opportunity to work with colleagues and teams to achieve common goals and deliver great results. I’ve been provided with a stimulating and visionary career path, full of opportunities for growth and development.

An industry full of opportunity

Creativity lies within every successful OOH campaign, but there is always room for further innovation and experimentation. From interactive installations to immersive experiences, there are countless opportunities to push the boundaries of traditional advertising formats and captivate audiences in new and unexpected ways. 

With advances in data and audience measurement tools, there is a growing opportunity for OOH advertisers to deliver more personalised and targeted campaigns. By harnessing data on consumer preferences, demographics, and behaviour, advertisers can tailor content to specific audiences, delivering more relevant and engaging experiences. This type of technology is something Liveposter (Posterscope) has been utilising since 2016, but for the OOH industry to grow as a whole, I believe using dynamic data functionalities in campaigns needs to become the new normal for all of OOH.

As environmental concerns become increasingly prominent, there is also a growing demand for sustainable and eco-friendly advertising solutions. OOH companies should continue to adopt more environmentally responsible practices, such as using recycled materials, like the recycled/reused paper launched into market by Posterscope in 2021, implementing energy-efficient technologies, and supporting green initiatives. 

Bringing valuable perspectives and expectations

In my experience there’s an important role for university graduates in the OOH industry. Armed with different experiences, knowledge, and skills, we can influence current practices, preferences, and expectations, and bring a fresh approach to the workplace, with proficiency in the latest digital tools, software, and analytics.  We are also likely to push for more eco-friendly materials, energy-efficient technologies, and environmentally conscious advertising solutions to minimise the environmental impact of advertising.

OOH’s ability to captivate audiences, integrate technology, leverage data insights, and promote sustainability ensures that the industry remains a force to be reckoned with in the advertising landscape. It offers a sense of tangible connection to the physical world, as campaigns have the power to shape public spaces, spark conversations, and leave a lasting impression on audiences.

The rewards of working within the OOH industry are diverse. Seeing a campaign come to life on a billboard or witnessing the impact of a strategically placed ad is immensely gratifying. The industry has offered me a unique blend of creativity, strategy, and innovation, from conceptualising campaigns to harnessing the power of technology, experiencing an incredibly dynamic and rewarding journey to date.  It’s a great place for those seeking an exciting and rewarding career in the advertising and creative industries.