Focal Point Advertising

Wishing a very Happy Easter to all our clients, partners, and friends! 🐰🐥🍫

In his latest article, Omar Oakes discusses the "institutional rot" threatening the UK’s online ad ecosystem. With the rise of MFA (Made-for-Advertising) sites, brands are inadvertently funding low-quality environments that erode consumer trust. Link in comments.

Q: Why does this matter for Out-of-Home?
A: Because OOH is Brand Safe by Design. 🛡️

🤲 Visibility: 100% viewability, 100% of the time.
📌 Context: You know exactly where your ad is appearing. No "dark pools" of inventory.
👨‍👩‍👧‍👧 Publicity: Advertising in public spaces builds "Social Proof"—something an algorithm can't replicate.

As digital becomes more cluttered and less trusted, the physical world is where brands go to be seen, believed, and remembered.

Outdoor Advertising is a reliable and trusted advertising medium - you can't tell lies in public!

All adverts are checked, vetted and assessed prior to posting.

Want proof? 👇

71% of consumers have taken some form of physical or online action after seeing an OOH ad, such as searching for a brand online or visiting instore (*JCDecaux UK).

People exposed to Digital OOH are more likely to engage with a brand on their mobile devices. Some studies have shown a 38% increase in mobile engagement (*OAAA/Nielsen).

This is driven by OOH’s ability to build familiarity, which leads to brand trust, driving conversions and leading to saliency over time. OOH is a foundation layer for successful performance marketing.

When long-term ROI is a brand’s top priority, reaching and engaging new audiences is essential - and the lasting power of OOH can help achieve this.

Is your digital ROI stalling? 🤔

Marketers are under constant pressure to justify ROI, sometimes leading to a heavier reliance on performance based digital marketing.

In Rory Sutherland's words "this obsession with attribution is a false God".

Attribution models oversimplify reality, and tend to give too much credit to the last touchpoint in the customer journey, ignoring the cumulative effect of various interactions and the overall brand experience. Context and emotion often matter more than purely data.

Out of Home advertising can provide the solution, helping brands achieve long-term trust, value and saliency through brand building, which as we know is critical for long-term ROI.

In The Long & Short of it, marketing gurus Les Binet and Peter Field's data-driven analysis shows that brand building should account for roughly 60% of the marketing budget, while performance marketing takes 40%. This split ensures long-term growth while maintaining short-term conversions.

Optimising a funnel which nobody's entering is inefficient!

You can scroll past a sponsored ad, or block a pop-up

BUT...
..you can’t unsee a billboard! 😍