Augmenting Advertising

There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.

Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”

It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.

As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.