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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

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Case Study

This case study explains how Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

Case Study

This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

Case Study

This case study shows how Mastercard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how The Samaritans, a charity which provides a helpline for emotional support to help stop suicide, used print and outdoor ads to increase calls and reduce suicides in Hong Kong.

Article

This article presents five rules for effective out of home advertising (OOH), stressing that there is a need to balance digital and static sites to make sure ads are seen by enough people.

Case Study

This case study shows how McDonald's Bao Bao app, a weather app, was able to stand out from the weather apps crowd and increase McDonald's brand awareness in Taiwan.

Case Study

This case study shows how ArtFund, an arts charity, successfully increased brand awareness and subscriptions by adopting a more commercial branding strategy in the UK.

Case Study

This case study shows how Mastercard, a financial services brand, installed an interactive display to collect food donations across the UAE.

Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.