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
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.