I'm your host, Tim Rowe, and today we have a fascinating conversation with Benjamin Fishlock, Head of Creative Strategy at Global Street Art. In this episode, we go deep on the compelling case for building a "real-world brand" and unpack the impact of hand-painted art - The Concrete Canvas.
Highlights and Key Concepts:
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Importance of Real-World Attention and Mental Availability:
- The impact of bus advertising on brand visibility and share of search.
- The concept of mental availability and the different levels of awareness.
- The difficulty of achieving fame and being top of mind within a category.
- The fascination with hand-painted advertising and its ability to create unforgettable impressions.
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The Role of OOH Advertising In The Marketing Funnel and How To Measure Effectiveness:
- A discussion on the effectiveness of OOH advertising relative to current online advertising.
- The importance of hyperlocal brand-building and ad targeting.
- The need for creative considerations to ensure maximum impact.
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Excess Share of Voice and its Impact on Market Share:
- Understanding the leverage of Excess Share of Voice (ESOV) in advertising.
- The relationship between creativity, memorability, and market share gain.
- The importance of format selection and playing different elements off of one another.
Why You Should Watch or Listen Now:
- Actionable insights into the world of OOH advertising and its effectiveness.
- Discover the power of creativity in driving fame and winning market share.
- Learn about the impact of hand-painted art in elevating advertising campaigns.
- Understand the importance of targeting and campaign size when using OOH marketing.
- Explore the relationship between share of voice and share of market.
Watch or Listen Now - click the link below to watch or listen now!
