Outdoor advertising never gets obsolete. The oldest media, it has been getting richer through each new step taken by the history of communication. The 2 preferred means of communication in emerging countries today are tv and… outdoor advertising. The arrival of new technologies has destabilized all medias, except… outdoor advertising. The unprecedented economic crisis we are living in has seen a growth, not a fall, in… outdoor advertising’s share of the communication market.

Outdoor advertising has 3 major advantages. It targets urbanites, i.e. workers and consumers who today represent more than half of the world population. Its potential is always increasing. Its possibilities as well : yesterday’s posters have been replaced with billboards of all shapes that can now be transparent, lit, interactive, digitalized, informative, etc. They are the stuff dreams are made of, stressing creativity above anything else. Last but not least, outdoor advertisement has, of all medias, the best cost/performance ratio. All surveys show that, with the same budget, the impact of an outdoor campaign on the consumer is much more significant than with any other media, all the more so if the campaign is international.

However, outdoor has not reached all its capabilities yet. It is a media of specialist, that requires a peculiar expertise and dedication. That is the reason why 15 years ago, we created Mediakeys as an independent entity. Our commitment is the same today. Outdoor advertising is still a very fragmented industry, involving more than 30.000 economic agents worldwide, where the biggest players only have a tiny market share. Each country has its own characteristics. This atomization forces us to know each market. This is why we constantly update our research, fed by our 8 offices abroad, which cover 80 countries.

Paul Cahierre et Philippe Bizot,
co-fondateurs de Mediakeys