It is becoming a concluded believe that online advertising is becoming dominance in the media landscape. However, marketers are beginning to question its true transparency, actual ad delivery and effectiveness in terms of reach, more-so in developing economy with relatively low internet infrastructure as well as penetration. Also, the recent trend of “fake news” is taking it’s toil on the credibility side of online. Hitherto, online has enjoyed so much credibility but no thanks to the fake news era, users are becoming skeptical and seeking further means of verification offline.
On the flip side, which is offline OOH (Out-of-Home) advertising wins people’s trust for its reach, consistency and its unmatched “reality”. The ubiquitous nature of the medium provides consistent presence with people through their daily journey and engagement. What is at stake here, in true economic terms can be referred as “attention economy”. According to Herbert A. Simon, “”…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it” (Simon 1971, pp. 40–41).
He further noted that many designers of information systems incorrectly represented their design problem as information scarcity rather than attention scarcity, and as a result they built systems that excelled at providing more and more information to people, when what was really needed were systems that excelled at filtering out unimportant or irrelevant information (Simon 1996, pp. 143–144).
This reveals to us that since attention is scarce, the medium that can best grab peoples’ attention through less information provision should retain the centre stage. The KISS principle of creative execution in OOH advertising delivers always on keeping information short and simple. In terms of view ability and reliability OOH being the oldest form of advertising and most adaptive medium is perceived by people as ahead of the pack. It obviously provides stature for the brands especially on the road sides thereby ensuring the right brand perception always.
Hence, one can conclude by saying that OOH remains the preferred medium of the attention economy.
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