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Outdoor & OOH

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Strong customer insight: Manulife’s anchor for creating brave campaigns

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

How data can power out-of-home to stop consumers in their tracks

Opinion • Sam Knowles, March 2021

Smarter use of data is rapidly transforming DOOH into a highly targeted, personalised medium for a growing number of brands.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.

Shorter lead times hit Malaysian DOOH last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of outdoor advertising spend by format in Malaysia.

P&G’s Pritchard predicts all ads will involve 'some form of digital'

News • 20 January 2021

All advertising will ultimately incorporate “some form of digital” component in the future, Marc Pritchard, Procter & Gamble’s chief brand officer, has predicted.

TomTom’s Traffic Index tells the story of the pandemic in data

News • 18 January 2021

Or at least some of the story – the GPS company’s annual report shows where 2020 was unique, and some surprising areas.

Lessons in out of home from the Media Awards’ Data winners

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

JCDecaux UK: The two screen capture

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

JCDeaux UK, an out-of-home (OOH) advertising company, partnered with On Device Research, a mobile sampling and technology company, and proved that digital OOH (DOOH) makes mobile advertising work harder, while highlighting the power of the two-screen future to grow DOOH as a medium.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

What we know about out-of-home effectiveness

Article • WARC Best Practice, October 2020

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.

What's working in OOH

Article • WARC Category Intelligence, November 2020

Global strategies, campaign updates and trends in OOH.

Standardised measurement is the key to unlocking programmatic OOH’s future

Opinion • Helen Miall, November 2020

Programmatic OOH can and must learn from the issues that have been seen in display advertising, particularly on the issue of standardised measurement, argues VIOOH’s Helen Miall.

China, Outdoor (OOH) advertising expenditure by format