What Happened To Outdoor?

Outdoor is such a misunderstood medium. Look at the awesome creative below, look what can be done! So let me ask you this, did you see great outdoor like this today? I sure as hell didn't.


I don't think I'm the only one that wonders what happened to this medium and why it's so disregarded. Maybe it's a subconscious thing where we get a bad taste in our mouths when we see a decrepit billboard structure? Or, maybe we're honestly waiting for them to be modernized into LED's like Blade Runner? Or perhaps those that own them don't know what they are doing and are asking the same questions? Who knows! I'm sure you have a few idea's of your own.

I've come to terms with the typical crap I see on the way to work. But what really annoys me is seeing great agency creative next to a piece of crap with a big red arrow! What the hell, why are we still doing this, shouldn't we have moved on by now. Why didn't the train leave the station?

I worked in outdoor for three years and this is what I concluded.

1. Outdoor is always present, but bad creative can turn people off and put the blinders on.
   
2. Clients are scared they won't get their ROI.
3. Outdoor is supplemental and should be used with multiple mediums.
4. Outdoor is old, inflexible and has 70s technology, so it's best treated with simple concepts.
5. The companies that own the structures are to blame for the current state of affairs.
   

It's sad because those that believe in outdoor don't understand why everyone doesn't want to use it. While everyone else is scratching there heads wondering when it will change?



I'm not holding my breath. Adams Outdoor here in Charlotte is trying to modernize itself and lead the pack. It's a good start but a little too late. I say that because the online medium is growing at such an exponential rate. New technology is constantly opening up new avenues and companies are having a hard time catching up. That's why we see large companies rising and falling every week. It's the web doing this, not outdoor.

So in about 20 years when all outdoor is where it should be, all the advertising dollars will be fully dedicated to online and outdoor will be scratching it's head saying, "where everyone go?"

Those that think they are leading outdoor into the right direction, should really rethink their business model, because it aint working! Will it go away, never, but they will always be treated as signs. Eventually we'll see the billboard structures decline because cities and towns will get tired of the same old ugly structure and poor creative. Until then we'll see the outdoor companies continue to lobby and promise a change, but it's not really going to happen.

It's a very sad story because so much could be possible. I've done some amazing things with this medium and I might still. But at some point you have to say whyt's the point? Why should I when I could do more in something else?