Page 13 - AdNews Magazine May-June 2022

than pre-pandemic? Time will tell.” Pia Coyle, managing partner, Avenue C: “As a lover of and believer in outdoor media, it’s heartening to see the bounce-back in people out and about, and the
related revenue growth.
“And it’s not only the fact that
consumers are returning to their pre-COVID habits, that is driving outdoor’s sector growth.”
Coyle is also chair of the OFC (Outdoor Futures Council), a group of agency investment experts.
“We have forged a close working relationship with the outdoor media owners, through the OMA (Outdoor Media Association), which has driven significant change in this channel.
“Things that are taken for granted in some other channels, like standardisation of vernacular, verification and accessible audi- ence data have become the cost of entry for the outdoor world too, which has dissolved a lot of per- ceived barriers around the chan- nel. So, there is no doubt this momentum will propel share gains.
“Understanding the role of each channel in the mix is one of the most important things an agency does, and when there is uncer- tainty, fragmentation, ad-free chal- lengers in other sectors, outdoor does provide the ability to reach huge audiences, and drive impact and frequency at the same time.
“There is a healthy tension between agency experts and sell- ers, as we grapple to understand exactly how a changing landscape affects how we reach and influ- ence audiences. And we needed better data to do this.
“Queue the much awaited (and much needed) re-launch of Move 1.5 as an interim measure to help the industry understand the value of digital outdoor, in relation to the static formats we have been meas- uring for a decade. Move 1.5 is being interrogated by agencies on behalf of clients so we can better understand the right mix of for- mats, weighting of digital to static and how much share of time (SOT) we need to ensure our client’s ads are being seen.
“At Avenue C, we believe higher SOT on digital panels is more impactful and drives better results for brands. We believe that the extra
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