The Changing Landscape

One of the classic pairings in mixed-media expenditures is Radio+Outdoor. I can remember several instances when I've heard a radio ad while driving, only to pass a corresponding ad for the same product on a billboard a few minutes later. More recently, radio stations have used digital billboards to show a live feed of what song is currently playing. The combination of multiple mediums in an advertising campaign always serves to make your product more memorable, and gives you greater credibility in the eye of the consumer.

It has been said that the triad of new media consists of internet, digital outdoor and mobile media. The measurability, flexibility, immediacy and intimacy of these mediums are elevating them from peripheral forms of advertising, to legitimate ways for advertisers to move the needle. The technology itself sets the creative mind reeling with ideas on how it can be used, but we've barely scratched the surface of what's possible. There's a great opportunity right now for advertisers and agencies to stretch the limits and really separate themselves from the crowd. The exciting part is sitting back and watching who will step up to the challenge.