Advertising is evaluated as an essential part of the media plan. With creative possibilities like no other medium, advertising has power in both the physical and virtual worlds. It’s a PHYGITAL world! The term phygital (a mash-up of “physical” and “digital”) started popping up a few years ago, especially when it comes to how brands should seamlessly connect the two worlds – the real and the digital. If you bypass advertising on a daily basis and then see that brand again on any type of device, the consciousness reflects it, the brand carries more weight and creates a longer lasting impression. Both influences reinforce each other. Outdoor is a key media buy to reinforce digital messaging in the real world. It increases the number of viewers online to search for more information. It is embedded in our daily lives, ready to deliver a message at the right time to the right audience. Many top tech and social media companies are big outdoor advertisers. Tech companies have taken advantage of this powerful combination, realizing the impact phygital management can have. Almost a quarter of the top 20 outdoor advertisers in 2016 were companies such as Google, Facebook, Twitter, Snapchat. CONTENT IS KING Yes, there is a lot and not all is good. The most compelling creative is connecting an emotional story with an audience. Let’s take a look at the beautiful Twitter creative.