Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "out-of-home"
- Advertisers are increasing their use of short-form vertical video content from social campaigns on larger screens.
- Research and analytics platform Veritonic found that 78% of people in a recent survey said they are likely to listen to streaming audio and podcasts when outside in the summer.
- 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.
- Delivery trucks and buggies may have been the original OOH vehicle. Goodlife apparel reshuffled the idea with branded office trucks tagged with tracking beacons. The truly innovative model allowed the brand to retarget street level viewers with digital e-commerce promotions. How did this novel use of old school signage and new school activation not only drive digital traffic but explode social awareness? Goodlife Clothing's VP of Growth, Jesse Miller, brings us inside the great delivery truck caper.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
- 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.
- 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 2019, too.
