The Concrete Canvas: The Impact of Environment on Consumer Behavior with Benjamin Fishlock, Head of Client Strategy @ Global Street Art
Today’s guest is Benjamin Fishlock. Benjamin is the Head of Client Strategy at Global Street Art, a platform and organization that brings together artists, brands, and enthusiasts to promote and support the street art culture around the world.
Check out the May the 4th Global Street Art video here
Throughout the episode, Ben and I discuss the different jobs that out-of-home advertising can do for a brand, and how the environment plays a crucial role in shaping consumer behavior and ultimately…outcomes. He stresses the importance of simplicity and creativity in outdoor advertising, and how creating celebrity status can be a force multiplier in the ongoing battle for share of voice and market.
Leonardo da Vinci said that ‘simplicity’ is the ultimate sophistication, so the big idea I’d like you to consider during this episode is:
- How you can simplify something that unlocks incredible value today?
Key Moments
Why Outdoor Works [00:02:08] Benjamin Fishlock explains why outdoor advertising works and the unique social proof and the cultural imprinting piece that makes it hugely effective.
Share of Voice, Share of Market, and Fame [00:08:14] Benjamin discusses the relationship between share-of-voice, share-of-market, and fame in outdoor advertising, and how adding fame to share of voice materializes as a brand's market share.
Excess Share of Voice and Creativity [00:16:56] Fishlock talks about the concept of excess share of voice (ESOV) and how creativity can amplify its impact, leading to greater market share gain for brands. He also mentions the importance of dwell time and costly signaling in outdoor advertising.
Top of Funnel vs Bottom of Funnel Out of Home [00:20:28] Benjamin and Tim discuss the different roles of out-of-home advertising, from top of funnel to bottom-of-funnel, and how brands should plan their campaigns accordingly.
Creating a Stop and Share Moment [00:24:05] The conversation shifts to the importance of creativity in out-of-home advertising and how it can lead to a higher return on investment. They discuss the concept of creating a "stop and share" moment, where people not only stop to look at the ad but also engage with it.
Hand-Painted Advertising and Environment [00:30:50] Benjamin talks about how the environment influences consumer behavior and how hand-painted advertising creates a unique environment that drives a different level of behavior.
Social Proof and Congratulatory Culture [00:38:20] Benjamin and Tim discuss how out-of-home advertising is a public promise from a brand and how it creates a cultural imprinting that goes beyond just brand awareness. They also talk about the unique congratulatory culture surrounding out-of-home advertising.
Visual salience in outdoor advertising [00:42:02] Benjamin Fishlock talks about the importance of visual salience in outdoor advertising and how the brain can only contend with five visual elements in the first four or five seconds.
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Benjamin Fishlock
Head of Client Strategy, Global Street Art Agency
Benjamin Fishlock is Head of Creative Strategy at Global Street Art, a platform dedicated to promoting and celebrating street art around the world. With a passion for creativity and the power of art, Benjamin has been instrumental in organizing events and projects that showcase the talent and diversity of street artists globally.
In addition to his work with Global Street Art, Benjamin has a deep appreciation for the impact of out-of-home advertising. With over 15 years of experience in the industry, he has held management roles at Primesight and Exterion Media, when they were acquired by Global, a media giant.
Benjamin's expertise lies in understanding the importance of share of voice and share of market in advertising. He recognizes the significance of creativity in out-of-home campaigns and the ability to create fame for brands. Benjamin believes that hand-painted art and unique formats can elevate a campaign and leave a lasting impression on viewers by creating what he calls "stop-and-share moments".
With a deep understanding of consumer behavior and the influence that environment and context play in that, Benjamin emphasizes the need to align advertising with changing seasons and consumer expectations. He believes that OOH advertising has a unique ability to tap into consumer needs and behavior, making it a powerful tool for brands.
Benjamin's dedication to the world of street art and out-of-home advertising has made him a respected figure in the industry. His passion for creativity and his ability to connect with… Read More