Out-of-Home media gives a lot of context for the advertisers due its location to the point of sales ie. to the mall or restaurant, it also provides an avenue to express the overall environment like how TPM once did a billboard in a fountain here. TPM Outdoor even did a number of airport advertisements for both VISA and MasterCard detailing the directional arrow and the distance in metres of the nearest ATM versus the money changers in the airports to arriving international passengers
Adweek featured an awesome one by McDonald’s in France by TBWA/ Paris. 2 billboards were installed by McDonald’s – and the message was clear –
In Adweek’s own words-
Here is 2016’s most obnoxious (but fun) billboard so far.
McDonald’s has more than 1,000 drive-thru locations in France. Burger King has fewer than 20. So, McDonald’s is using this fact to flame-broil its rival in the most absurd fashion—by putting up a huge temporary billboard that gives driving directions to the nearest—very far away—BK drive-thru.
The message was clear –