Rarely a week goes by without an inspired billboard, bus-shelter poster or bus livery going ‘viral’ on social media. You'd almost think the work was made for that purpose. Social media's provided somewhere for impactful out of home ads to further resonate but is the congratulatory feedback loop blinding marketers to the true value of the medium – reaching real people?
If you are in the smallish circle of social-media active marketers who gleefully share nice ads with captions like “clever that”, you’ll have noticed last week a clever exploding ‘dynamite’ Marmite ad, complete with a huge scattered lid, and a mocked-up ad for KitKat from One Minute Briefs contestant Sam Hennig, who was absolutely struck by the warm reception for his idea.
Both ads drove applause and debate. Only one ran in the real world.
Some onlookers questioned whether you even needed to run the physical OOH ad. Why not just mock it up and tweet it? More questioned …