Snipers outdoors

Hi,

You'd imagine that putting a few billboards and posters up around the place would be a pretty haphazard way to target particular consumer groups. But it is actually finely tuned. Outdoor advertising companies learned to do their homework in the bad old days when it was considered the leftover medium - outdoor and direct mail got what was leftover from the budget after tv, print and radio (a little leftover itself) took their slices. Outdoor companies researched who travelled where and when until they can now deliver targets with as much accuracy as television (that's not saying much), pritn or radio. You can buy shopping centre catchments. You can buy commuter routes. This is why you see so much FMCG advertising outdoors. It's almost the only way to get your message in front of shoppers, that category having been exploded by the discovery that men can emerge from a supermarket with a trolley of groceries as easily as women can, (though it takes a little longer and they forget important things and buy rubbish at times).

Cheers!

Michael Kiely