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.
Magna points to "robust growth" of 19% in keyword formats including search and retail media during first-half 2022, and forecasts retail media advertising will increase from $31 billion this year to
$42 billion in 2023. Out-of-home, another strong area, has seen 30% growth.
National TV ad spend for Q2 was down 1%, with cable TV nets dipping 1% and broadcast nets 2% lower, while U.S. syndication was up 6%, according to Standard Media Index. In better news, national TV
spend is up 13% vs. April-June 2020.
Sixty-seven percent of those who had seen a QSR OOH ad and then engaged with the advertised chain made an in-restaurant purchase.
Consumer shopping researcher Catalina and digital out-of-home ad network Volta have partnered to share data revealing the shopping patterns of electric vehicle drivers.
OOH ads performed better than digital video, display, radio and print in urging consumers to take action.
Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
As U.S. workers settle back into a hybrid work model, two commuter studies examine the impact of digital-out-of-home screens on consumer perception.
Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront
ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of
buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
"We're actually planning, optimizing and buying against it," Chief Investment Officer Cara Lewis said.
More than half of marketing executives said they planned to either increase or maintain OOH spending this year.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
"We are greatly concerned that 'Nielsen One' is being built atop a broken and defective measurement and currency foundation," charged VAB chief Sean Cunningham.
In 2022, political advertising will hit another record total for broadcast TV -- totaling $3.8 billion for the midterm elections vs. $3.05 billion in 2018, BIA Advisory Services says.
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.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
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.
Rapid and accurate audience measurement is the gold standard of accountability for any medium or media owner -- but how possible is it?
What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere
Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget
is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was
Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify
also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station,
Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
While time spent expanded 0.5% to 2.86 hours weekly, U.S. out-of-home ad spending fell 21.1% to $8.73 billion.
Cinema advertising -- the hardest hit during the 2020 COVID-19 ad recession, plummeting 72% from 2019 -- will be the fastest-growing this year, according to just-released updated figures from Publicis
Media's Zenith forecasting unit. With a projected 116% expansion in 2021, Zenith now projects cinema advertising will more than make up for its 2020 loses, and will now post incremental gains over
The U.S. ad economy continues to rebound from the COVID-19 recession, but the rate of expansion began to temper in June, according to the latest data from Standard Media Index.
In a change that could have profound implications for media planning and buying, more Americans plan to spend more time outside and less time inside with digital and analogue media during 2021 than
they did prior to and during the earliest periods of the COVID-19 pandemic.
Changes in consumer behavior and attitude will drive shifts in media buying, from location-based targeting and search to out-of-home electronic billboards and fueling stations.
Following a series of unusually aggressive actions by what would be expected to be a partner trade association, Kym Frank has resigned as president of Geopath, the advertising and media industry's
only media measurement organization jointly overseen by advertisers, agencies and media suppliers.
In a major push to equate video ads in digital out-of-home venues with linear TV, OTT and streaming, the OAAA today is releasing its first "Buyer's Guide" devoted to video advertising.
The OAAA's atrociously written, muddled, and flawed guidelines ignore the ARF's long-established "media model" and include various new bizarre terms, such as "viewshed!" Are you kidding me?
The guidelines are based on consumers having an "opportunity-to-see" ads, which comes after the out-of-home ad industry's de facto currency had previously elevated the industry standard to a more