Historically, buying and selling outdoor advertising has been seen as complicated, and advertisers and agencies have needed specialist knowledge to ensure effectiveness. In Norway, media agencies have handled this task well, but in markets such as the UK, a separate profession within media trading has emerged: so-called OOH specialists. These still exist, but the role is becoming less relevant.
The outdoor channel has evolved significantly over the past 10–15 years, driven by digitalization, of course. More and more surfaces are digital, planning is based on detailed audience data, and buying is increasingly programmatic. The result is a channel that is more targeted, flexible, and accessible than ever.
Another common misconception has been that outdoor advertising is only for advertisers with big budgets. That’s not true – and now less so than ever. Our increasingly popular SelfService service makes it easy for all types of businesses to buy space on our screens. Whether you run a single store or a local business near public transport hubs or in cities with our digital platforms, you can set up, order and publish a campaign the same day – all on your own.
