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.
The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares
with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how
Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
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.
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.
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.
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.
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 Out-of-Home Advertising Association of America this morning released a comprehensive guide for capturing mobile ad identity data to effectively evaluate which consumers are exposed to digital
out-of-home media. The OAAA said the guide was developed with "top member industry leaders" and that it is intended to serve as an industry-wide measurement standard.
How do you stand out when launching your first retail store in New York City, the fashion capital of North America? Add to that an extremely limited budget due to prior financial commitments, and
that's what PUMA faced when opening its flagship store on Manhattan's bustling Fifth Avenue. The German sportswear company knew they needed to be strategic with how and who they reached in order
to get the most from their investment. For that they executed a digital-out-of-home (DOOH) advertising campaign with geo-targeting technology. By programmatically serving ads in motion fixed on top of
taxis and rideshare vehicles, the street-level campaign successfully leveraged dynamic messaging that directed consumers to PUMA's NYC grand opening.
The industry-specific B2B search engine, MeetingPrep.com from MediaVillage, addresses the media industry's failure to invest in education and diversity.
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.
IAB Europe's Programmatic Advertising Spend Research reveals that revenue from programmatic ad models grew by 23% in 2019, topping EUR23bn, with 77% of display and more than 50% of video now traded
via programmatic methods.
The partnership expands IBM's data-targeting focus to combine weather, location and point-of-sale data.
U.S. programmatic digital out-of-home advertising spend will more than double in 2020 year over year, totaling $181.6 million, rising to $533.8 million by 2022, according to eMarketer's forecast.
The estimate puts programmatic DOOH accounting for 2.2% of total OOH ad spending in the U.S. in 2020. A OOH campaign can be set so inventory is programmatically purchased whenever certain
conditions are met. eMarketer explains.
"Brands need to have a balance, but we see campaigns today skewed too much toward performance marketing because this gives them immediate payoff," Kantar Managing Partner of Brand and Marketing for
ROI Satya Menon said.