Out of Home - September/October 2014 - 30

BREAKING
THE NOISE BARRIER

by Betsy McLarney
President/CEO, EMC Outdoor

30 | out of home magazine | september | october 2014

It's often said how dynamic the out-of-home
advertising industry is today, and even the Outdoor
Advertising Association of America (OAAA)
encourages advertisers to "take another look." There's
plenty of pizzazz to go around, but - even from a
sheer numbers basis - it's pretty mind-boggling.
When my company was launched 24 years ago,
the landscape was made up largely of billboards
and posters, bus sides and transit shelters with the
percent of total advertising revenue holding steady
year after year at 2%. Then in the late '90s, several
things began to shift.

An agreement by the tobacco industry in
1998 to cease outdoor advertising opened up a
significant block of prime inventory, which was
quickly filled by major advertisers who had rarely
used out-of-home before. At the same time, a new
segment of advertising called "alternative media'"
sprung on the scene, seeking to meet consumers
at street level where they worked and played, and
provide an intimate, interactive experience.
Fast-forward to the 21st century with technology
enabling the conversion of billboards to digital units
and the creation of countless other venues able to

features



Out of Home - September/October 2014

Table of Contents for the Digital Edition of Out of Home - September/October 2014

Out of Home - September/October 2014
Contents
From the Publisher
From Our Contributors
Digital Billboards on a Roll
Canada's Best in Packaged Goods OOH
Fall puts Media in High Gear
Five Common Sign Code Defects
Creativity: The Word on the Street
Selecting the Right Digital Billboard Solution
Breaking the Noise Barrier
Recent Highlights from the world of Out-Of-Home
A Continuing Review of Interesting Out-Of-Home Video
Feedback
Out of Home - September/October 2014 - Out of Home - September/October 2014
Out of Home - September/October 2014 - 2
Out of Home - September/October 2014 - 3
Out of Home - September/October 2014 - Contents
Out of Home - September/October 2014 - From the Publisher
Out of Home - September/October 2014 - 6
Out of Home - September/October 2014 - Digital Billboards on a Roll
Out of Home - September/October 2014 - 8
Out of Home - September/October 2014 - 9
Out of Home - September/October 2014 - 10
Out of Home - September/October 2014 - Canada's Best in Packaged Goods OOH
Out of Home - September/October 2014 - 12
Out of Home - September/October 2014 - 13
Out of Home - September/October 2014 - 14
Out of Home - September/October 2014 - Fall puts Media in High Gear
Out of Home - September/October 2014 - 16
Out of Home - September/October 2014 - Five Common Sign Code Defects
Out of Home - September/October 2014 - 18
Out of Home - September/October 2014 - Creativity: The Word on the Street
Out of Home - September/October 2014 - 20
Out of Home - September/October 2014 - 21
Out of Home - September/October 2014 - 22
Out of Home - September/October 2014 - 23
Out of Home - September/October 2014 - 24
Out of Home - September/October 2014 - Selecting the Right Digital Billboard Solution
Out of Home - September/October 2014 - 26
Out of Home - September/October 2014 - 27
Out of Home - September/October 2014 - 28
Out of Home - September/October 2014 - 29
Out of Home - September/October 2014 - Breaking the Noise Barrier
Out of Home - September/October 2014 - 31
Out of Home - September/October 2014 - 32
Out of Home - September/October 2014 - Recent Highlights from the world of Out-Of-Home
Out of Home - September/October 2014 - 34
Out of Home - September/October 2014 - 35
Out of Home - September/October 2014 - 36
Out of Home - September/October 2014 - 37
Out of Home - September/October 2014 - A Continuing Review of Interesting Out-Of-Home Video
Out of Home - September/October 2014 - Feedback
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