Working hard to get the right outdoor look

With technological advances and thoughtful multimedia collaboration, outdoor can still drive a message home, writes Siobhán Brett.

29th September, 2012
Simon Durham, director, and Gráinne Dilleen, marketing communications manager, Kinetic.

Outdoor advertising might be the oldest form there is but with reinvention it has stayed relevant and effective.

The medium is evolving rapidly - in a struggling sector, 'retail formats' increased by roughly 2 per cent in the first half of 2012, testament to the fact that more and more outdoor advertising is appearing indoor. The term out-of-home (OOH), used almost interchangeably, applies to outdoor as we know it, but also to ads in shopping...

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