London to go dark for 20th anniversary of Earth Hour
London advertising landmarks including Piccadilly Lights and BFI IMAX will once again switch off for an hour this weekend to symbolise a moment of global unity for nature restoration
Media owners Limited Space have commented on upcoming opportunities in OOH and DOOH
Alan Brydon from Limited Space, a company that owns a mix of out-of-home (OOH) and digital (DOOH) spaces, has given advice to those in the various sectors of the advertising industry ahead of the 2022 World Cup.
Brydon acknowledges that this year’s tournament, which takes place in Qatar between the 21st of November and the 18th of December, has a lot of complications and questions.
For one, the World Cup 2022 will be taking place untraditionally in November/ December, two Autumn/ Winter months for many of the major partaking countries. In placing the World Cup at this time, national leagues in largely Europe will be disrupted, and other sporting events could also come into conflict with the event.
The morality of the location has also come into question, and caused friction amongst politicians, players, and fans. Qatar has been well-known for its strict and restrictive laws which has affected migrants, women, and those in the LGBTI community.
Brydon comments: “There is absolutely no question that since the last World Cup, in the summer of 2018, the world is a very different place.
“A very great deal has changed in the last four years in the world of advertising media opportunities, particularly mass-reach broadcast media, and not all for the better.”
In his insight Brydon notes the changed landscape of television advertising along with the change of circulation for newspapers and magazines.
Brydon believes that the key components for industries to embrace in the upcoming winter season are impact, action, relevance, and creativity. These four drivers were highlighted during Brydon’s time at Outsmart when suggesting the most powerful elements of the OOH medium.
According to Brydon and OOH research body Route, digital screens have increased by 7,000 since 2018, equating to 12,500 in the UK.
Brydon comments: “With this growth in supply has come very significant cost-efficiency benefits relative to other media. OOH is not suffering from the ‘lower audiences = higher costs’ problems of other broadcast media. Indeed, the opposite is true.”
Data from Limited Space shows 43% of people hope to watch as many games as possible (if not all). This combined with increased footfall due to seasonal shopping, along with public spaces like pubs and fan-zones mean suppliers, advertisers, and a range of industries could benefit highly from the upcoming football tournament, despite its problems.
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