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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 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 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 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 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 explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.

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.
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Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

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.

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 article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
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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 article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

  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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