Watch this Space!

(David Bernstein, 2004. Advertising Outdoors: Watch This Space! Phaidon Press)

'Encounters [of advertising] may be distant and fleeting (though advertisers hope the message is neither). They are always moving - you pass it, it passes you, the two of you move together' p.09

'Outdoor advertising is a means of extending a national TV or press campaign to a locality. Location is one of the medium's main strengths. The advertisier knows where the consumer is at the moment of impact.' p.63

'For those advertisers needing to be seen to be international, outdoor ads provide immediate evidence. They say 'we're here, we're important, 'we're part of the local scene, we offer the same values worldwide' p.207

This book discusses outdoor advertising as where advertising began, it discuss in depth the history of outdoor advertising specifically through looking at the progression of the poster and billboard. The book provide countless examples of successful outdoor marketing and explores the industries progression and innovations. In the section of the book which discusses the 'Future of outdoor' and 'Beyond the Billboard' it becomes how far technology has come since this book was published in 2004. Bernstein mentions the introductions of digital billboards which are now commonplace in cities around the world, it's clear with the development of smart phones, and social media that advertising has become much more interactive.