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Key reading

Always #LikeAGirl

Understanding out-of-home audiences

This Best Practice paper explores different ways out of home media can be used as part of the marketing mix, and discusses how digital is improving outdoor effectiveness. It argues that digital technology allows electronic sites to be updated or changed, creating opportunity for advertising targeted by time and expected audience.
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Planning out-of-home

Common issues in planning for outdoor, including changing formats, audience reach and measurement

Outdoor measurement: A route to better returns

A new GPS measurement approach which offers a realistic understanding of how people see OOH ads.

Formulating value in digital out-of-home

Three dimensions through which to assess the possible payback from outdoor campaigns that use digital.

Warc adspend database: Outdoor

This tool allows you to build your own adspend datasets for individual media channels, including outdoor.

Latest case studies

Amnesty International: How Amnesty took on the UK government, and won

This case study details Amnesty International UK's campaign to raise awareness of and stop the selling of illegal weapons in the London Excel Centre, that directly targeted the UK government, the organisers and the public.

O2: Wear the rose

This case study demonstrates how O2, a leading telecommunications brand in the UK with over 25 million customers, used emotive and behaviour-led marketing techniques to raise the profile of its #Wear the Rose campaign.

Plume Labs: Pigeon Air Patrol

This case study shows how Plume Labs, a predictive technologies start-up, created a Twitter engagement campaign to increase awareness around air pollution in London.

Land Rover Philippines: The test drive billboard

This case study shows how Land Rover, a car brand, created an activation campaign based around an interactive billboard.

Latest articles

Lowdown: OpenLoop

This brief article examines OpenLoop, a new digital out-of-home campaign management tool that facilitates real-time reactive campaigns across multiple formats and locations.

Real-time is crucial to Paddy Power's success

This event report describes how Paddy Power uses 'fearless provocation' to inform its unique tone of voice and capitalise on the benefits of real-time content marketing.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Five trends in UK outdoor advertising for 2016

This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.

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Asia Pacific

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