Our cities and skies are adorned by the latest advertising posters, billboards, and car panels. Airplanes streak the sky with banners, and blinking lights brighten the night, letting you know that you should probably wear Kenneth Cole if you want to be the man we all know you want to be.
Yes, we'd be the first to agree that OOH advertising has gotten a little carried away.
But there is a way to fix that. We as the advertising community must continue to open a dialogue with people about exactly what they are looking for. Then we can see if that matches what we are going after, and there can hopefully be a match.
The last thing we want is to be labeled unnecessary. Yet, some of our friends have fallen victim to the Skip Ad Art Project.
What the Skip Art Project is doing is encouraging participants to place "Skip Ad" panels on OOH advertising that they feel does not appeal to those in the community.
See an example below.
We appreciate the freedom of speech, like anyone else, but this is a little too much. First off, what makes two to three "artsy" people judge and jury that the advertising doesn't apply to their city? What research and analysis have they done that the advertisers and marketers missed? If they actually had claim that no one within that traveling radius of the ad would buy the product, then the "skip ad" would not only be valid, but appreciated. No brand these days would want to spend money just to spend it.
Listen, AdLand pushing ads at the public is just as pretentious as citizens trying to speak on behalf of a city.
So let's talk.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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