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Outdoor & out of home effectiveness

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Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Case Study

Eros International, one of India's biggest movie production houses, successfully launched a new movie despite a rival launching on the same day.

News

LONDON: The use of out-of-home in advertising campaigns can significantly boost growth in profits and market share while also gaining new customers, a new study suggests.
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Case Study

Basing their campaign on real-time data and communications, German charity Diakonia improved the efficiency of their donation process.

Case Study

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

News

LONDON: Burger King, the fast-food chain, is looking at new ways to use digital out of home, following a recent London campaign that drove footfall across the day by varying the creative on selected digital panels.

Article

Digital out of home offers new opportunities for creativity but at the start of 2017 few brands had exploited these; by the end of the year a Burger King campaign showed what was possible.

Case Study

US melanoma-awareness not-for-profit Mollie's Fund raised awareness of the importance of regularly checking your skin with a chilling poster campaign.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Case Study

The Open University, an academic institution in the UK, targeted commuters across the UK and showed them the opportunities available in part-time study by creating digital billboards and copy-led posters with a call to action.

Case Study

Transport for London delivered a game-changing insight into how advertising on the London Underground works through a mixed method approach.

Case Study

Very, a British online retailer, created OOH shop windows in the UK in order to drive customers to its website during Black Friday Weekend.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, used OOH, digital and search behaviour to secure the future of its theatre and better engage with its consumers.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.

Case Study

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Case Study

c2c, a UK train operating company, identified scalable opportunities by developing several tests, which were analysed in order to maximise ROI.

Case Study

Vodafone increased awareness for its roaming package among Dutch holiday travellers with an OOH campaign based on data sources.

Case Study

London's black cabs raised awareness of the rebranded mytaxi app with a targeted digital OOH campaign to turn Uber's most hated feature of price-surging to their advantage.

Case Study

Age UK, a leading older age charity, successfully brought the cause of elderly loneliness to a wider audience by telling a story that everyone could relate to.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.