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United 4th: Teaching an old dog new tricks
Will Novosedlik, ANA Magazine, Autumn 2013
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. Despite projections that ad spend on outdoor is declining, it is argued that the medium is unique and enduring and provides connections wherever people go, even nationwide. Clear Channel demonstrated this by breaking up the American national anthem and putting separate phrases on billboards across the country for Independence Day. A film of the project took the approach of a roadtrip through America and was distributed online and advertised through radio. People engaged with the video and contributed their own footage, which was subsequently posted to billboards across the country.
Media trends in Latin America: Mobile, outdoor and digital
Stephen Whiteside, Event Reports, The Festival of Media LatAm, September 2013
This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America.
This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America. Digital media is 'leapfrogging' other regions with innovation likely to be exported. It is anticipated that this, along with adspend across all channels, will rise as a result of Brazil hosting the football World Cup 2014 and the Olympic Games 2016. SMS messaging is a particularly popular ad format, including the use of location based messaging. However, advertising mixes and use of digital media vary by country rather than presenting a regional rule. The main lesson marketers around the world can learn from Latin America is how to maximise small budgets.
Social and Out-of-Home media
Kinetic Futures, April 2013
This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications.
This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications. Interactive OOH advertising is highly visible and public. This public nature influences how people engage with it, with people more likely to notice an advertisement if someone is interacting with it. Observers may also interpret engagement as an implicit endorsement of the communication and so be more receptive to its message. Mobile-mediated amplification can make good use of location, such as offering rewards in exchange for check-ins through location-based social media. Also, implicit place-based social networks exist in many public places and could be employed in the same way that physical bulletin boards are currently used.
Model outdoor advertising outcomes
Chris Sloane, Mungo Knott and Nick Mawdit, Admap, November 2012, pp. 16-19
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable.
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.
Interactivity and Out-of-Home
Kinetic Futures, October 2012
This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home.
This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. Previously, OOH has predominantly been a one-way communication and evaluated largely upon reach of message, but providing for audience engagement will provide further benefits. Two forms of interactivity in this medium are through digital signage, which is interactive in itself, and through mobile devices, which allow for individual and personal connections. The specific implications for each method is considered in this article, as they address two different types of audiences.
Lowdown: Prediction mapping
Rob Meldrum, Admap, January 2012, pp. 8-8
Projection mapping has risen from the need to create large-scale experiential events. It is created by 'wrapping' video around a large object, using a mash-up of traditional 3D techniques used in video games and the digital billboard.
Projection mapping has risen from the need to create large-scale experiential events. It is created by 'wrapping' video around a large object, using a mash-up of traditional 3D techniques used in video games and the digital billboard. Its use is particularly prevalent in the car industry with the likes of Hyundai, Bentley, Audi and Toyota getting in on the act. But it's not just car brands - Nokia launched its Lumia phone by turning London's Millbank Tower into a huge canvas and Jordan recently launched its new range of trainers by projecting basketball players on top of a lake using jets of water as the projection surface.
Understanding Out of Home Audiences
Andrew Green, Warc Best Practice, December 2011
Measurement and understanding of Out of Home audiences has improved markedly in recent years, helping the medium in its defence against the rise of the internet and mobile media.
Measurement and understanding of Out of Home audiences has improved markedly in recent years, helping the medium in its defence against the rise of the internet and mobile media. US$31.2 billion will be spent on Out of Home advertising worldwide in 2011, according to ZenithOptimedia (April 2011) – 6.7% of major media adspend globally. Ten years previously, spending was almost exactly half of this total and its share was under 5.4%; but twenty years before, its share had been 6.4%. So Out of Home advertising has succeeded in re-gaining its share of the market in the face of fierce competition and is expected to at least maintain this share over the next two years. In reality, it is probably larger and more significant than the official statistics suggest, as many of the newer forms of out of home advertising are simply not captured. As well as roadside panels and public transport networks; out of home encompasses advertising on ashtrays, beer mats, mugs, sandwich boards, balloons, airships, floors, doors, litter bins, bus shelters, supermarket trolleys, milk cartons, the backs of supermarket receipts and even virtual panels within video games2.
Asia's outdoor future
Ashish Bhasin, Admap, November 2011, pp. 42-43
Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years.
Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. The biggest driver of change has been the deployment of better techniques and technology, especially in India and digital OOH, led by China is spreading rapidly.
Jay Chiat Awards 2011 Joint Grand Prix Winner: Lowe Agency Fights Anger with Forgiveness and Joy
Geoffrey Precourt, Event Reports, October 2011
At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD).
At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). Jose Miguel Sokoloff, chairman/chief creative officer of Lowe SSP3 expanded on the background to the campaign at the Strategy Festival. With a program that carried the tagline, "If Christmas can come to the jungle, anything is possible," the advertising helped 331 guerilla warriors – a 30 per cent year-on-year increase – to demobilise and come back to rejoin their Colombian families.
Planning for the new interactive possibilities of UK Out of Home media
Nick Mawditt, Warc Exclusive, Kinetic, August 2011
A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel.
A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. Rising smartphone ownership is leading to more and more billboards being equipped with NFC or RFID transmitter/receivers, making outdoor ads more interactive than before. Digital billboards are also increasing in number. "Smart posters" able to recognise consumers by sex, age and mood could also be deployed in the medium term. Posters will also become more integrated with social media. Research indicates that consumers will be happy to interact with billboards to get access to promotional offers. But challenges remain over measuring effectiveness.
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