Advertisers Change Messages On OOH

Credit: MediaPost

There's a new adjective in advertising: “contactless.”

Advertisers — big brands and local small businesses — are changing copy in the context of COVID-19. Sarpino’s pizza delivery is curbside, contactless, and free, says its billboard ad. The use of “contactless” (as a positive), reflects broader points/trends in media.

Advertisers are changing copy in response to the pandemic; out-of-home matches or beats the speed of other media.

In Times Square, Coca-Cola said in its iconic high-contrast red and white: “Staying apart is the best way to stay united.”