Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "outdoor"
- Advertisers are increasing their use of short-form vertical video content from social campaigns on larger screens.
- As Programmatic technology continues to take shape and plays a more pivotal role in the growth of OOH in 2023, Dentsu Media's SVP of Out of Home, Marc Bartholomew, will offer some key insights and learnings from the lens of an agency buyer. This perspective will look into how Dentsu approaches Programmatic OOH for its clients; from discussing how and why it could benefit an advertiser through to activation best practices and identifying key metrics for success.
- When consumers step away from "connected experiences," the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the brand moves them to a dealership experience. In this session, Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, and Lexus' GM-Western Area, Marcus Williams, outline how DOOH was leveraged during the December to Remember Sales event for 2022.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- Marketers aim to reach consumers who have resumed many of their pre-pandemic activities away from home.
- OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing - all through OOH.
- OOH ads performed better than digital video, display, radio and print in urging consumers to take action.
- More than half of marketing executives said they planned to either increase or maintain OOH spending this year.
- Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Sellers of DOOH media need to help educate buyers about measurement and data-driven capabilities for outdoor campaigns.
- Radio will see the biggest swing in ad prices this year as more people commute to work, lifting demand for drive-time dayparts. Radio will see gains of about 4% in 2021, ECI estimates.
- Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000, respectively (see table at bottom).
- At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
- In an effort to remove some of the noise and friction in the digital out-of-home advertising industry, a group of leading suppliers have joined to create a new, simplified standardization of the major digital out-of-home advertising formats. The initiative, which includes both "demand-side" and "supply-side" platforms that enable advertisers and agencies to buy digital out-of-home advertising programmatically, reduces the naming conventions of various biddable advertising formats by about two-thirds.
- While economic disruption moderated the rate of media cost inflation for advertisers this year, it won't actually go negative for any quarter -- including the height of the ad recession in Q2 -- according to an analysis released this week by R3 Worldwide.
- Breaking into an already saturated market that's extremely competitive is challenging enough, never mind if you don't have the budget to back it up. That's what start-up company Puppo came up against. The challenger brand didn't have the resources for large scale advertising. So they decided to break through the noise of the established brands with a hyper-targeted and
- What's more, the data helped predict where the highest demand would be so it could give the first taste of Asteroids to its biggest fans.
- Aiming to change the perception of hairspray, Tresemme needed to show how a woman's hair can still move after using the product.
- Fans who called James Franco had their phone numbers captured and matched for targeting on Facebook and Adwords. Throughout the remainder of the film campaign, A24 messaged them with customized content.
- It was supposed to boost traditional above-the-line channels, but AA/Warc figures show the opposite happened.
- In a report on the rapid innovation and evolution of the digital out-of-home ad industry, the equities research team at securities firm Liberum makes a compelling case for DOOH to capture a significant share of the traditional out-of-home ad marketplace and the much larger "digital" ad marketplace. The analysts show how DOOH has grown to more than a 40% share of all outdoor advertising in that marketplace, citing data from Australia's Outdoor Media Association.
