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21st Century Marketing News CenterThe Future Is Out Of Home, According To Marketing Experts PHILADELPHIA -- Outdoor advertising is on the rise, and increasingly will be the best way to reach today's mobile consumer. That was the message from two marketing experts who spoke at the Philadelphia Marketing Expo, a three-day conference aimed at educating marketing professionals about the latest techniques for reaching their target audiences. Stephen Freitas, chief marketing officer of the Outdoor Advertising Association of America, and Jeff Greene, director of client services for Gold Group, a marketing consultancy, told the audience that new technologies and a changing consumer mindset will make outdoor the "most exciting medium" in the coming decade. "The outdoor industry continues to enjoy sustained growth month after month," said Freitas. He said in 2005 alone, advertisers are expected to spend $6 billion on out-of-home advertising, which includes traditional outdoor media like billboards, transit ads and airport ads, as well as surprising alternative media such as ads in public bathrooms. Joking with the audience, Greene said if he wanted to reach a male consumer in his 20s, the first place he would advertise would be in the men's room. "Many brands are finally realizing it's not enough to understand consumers' media habits ... they really need to know their living habits, too." |
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