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Outdoor & OOH

Outdoor and out-of-home (OOH) refers to roadside, mall or transport advertising panels, but also includes street furniture (such as bus shelters), many point-of-sale materials (including beer mats, retail checkout screens), and advertising in environments such as gyms, bars or washrooms, as well as special-build media properties in public spaces. Digital Out of Home (DOOH) is any of the above using digital displays. This ranges from single image electronic displays to full-motion videos and sometimes involves interaction.

Key Reading

Important papers from across the Warc database

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.
Common issues in planning for outdoor, including changing formats, audience reach and measurement
A new GPS measurement approach which offers a realistic understanding of how people see OOH ads.
Three dimensions through which to assess the possible payback from outdoor campaigns that use digital.
This tool allows you to build your own adspend datasets for individual media channels, including outdoor.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Case Study

This case study details how Ostashkov's Department of Housing, a local Russian recycling company, encouraged recycling by appealing to a major celebrity figure.

Case Study

This case study details how Lynx, a brand of male grooming products, and CALM, a male suicide prevention charity, collaborated to raise awareness of male suicide in the United Kingdom.

Case Study

This case study details how Currys PC World, a UK electrical retailer, creatively used data and media to drive engagement and persuasion scores in the UK market.

Case Study

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.
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Article

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.

Article

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Article

This article suggests five elements of the out-of-home ecosystem that will change in 2017, following 4.2% increase in OOH spend in 2016.

Research Paper

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.

Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

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.

Article

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.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. 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.

  3. Article

    This report looks at digital out-of-home (OOH) advertising, a dynamically served visual medium that reaches customers on the move, with ads that are targeted, un-skippable, and always above the fold.

  4. Article

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

  5. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  6. Article

    This article provides marketers with information and guidance on several major media channels.

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