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.
For example, messages about its onboard comfort and amenities across uncomfortable transit environments and inflight food and beverage messages throughout mall food courts.
PQ Media says growth will ramp up in 2020 and the years following, rising to $78.01 billion by 2023, with global consumer exposure to OOH advertising rising 0.7% through 2023 to 1.15 hours per week.
CMO Tom Dixon noted at MediaPost's Brand Insider Summit: "We had low household penetration and low buy rates -- but otherwise, it was perfect."
Data and technology are fueling demand for digital out-of-home media, making it more efficient, easier to plan and buy and post results for, according to a survey of media planners released this week
by trade group Digital Place-Based Advertising Association.
It wanted to give Cheetos Vision a launch worthy of any hot, new tech innovation, so it took it to the biggest stage in the industry: SXSW Interactive.
With a slashed media budget for the key season - 22% smaller than the previous year - every dollar needed to work harder and smarter. But first, the brand needed to define "cold."
It was supposed to boost traditional above-the-line channels, but AA/Warc figures show the opposite happened.
Banking on emotion, the brand launched a new product, Nutters, a peanut butter-covered puff and is testing it in the Denver market with samples, activations, outdoor, and in-store.
Be the Match's objective going into 2019 is to determine the optimal size and composition of the registry and launch a campaign that expedites that level of quality participation.
Research agency Huq has been looking at the best outdoor spots for reaching particular audiences and, as Netimperative reports, the results are rather surprising. Tracking down "culture vultures" is
not best achieved in the West End but in Whitechapel near the Jack The Ripper museum. Fitness fanatics are more readily found at East Croydon train station, the researchers claim.
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.
Borrell Associates expects total local advertising budgets to rise 5.8% vs. last year. Non-digital advertising will fall by 2.2%, and digital will rise 12.7%. In total, advertisers will spend $126.8
billion this year.