Advertising best practice, evidence and insights

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2019

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 we know about Out of Home audiences

Article • WARC Best Practice, September 2019

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.

How out-of-home can deliver cut-through in the attention economy

Article • Steve Payne, WARC Best Practice, December, 2018

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

How to plan an effective outdoor campaign

Article • Tony Regan, WARC Best Practice, July 2018

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Forum: Using neuroscience to understand the impact of premium digital out-of-home media

Article • Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

Mobile tech, outdoor reach: How to use data to enhance digital OOH campaigns

Article • Jean-Christophe Conti, WARC Exclusive, December 2019

Explores the possible uses of mobile ID data to inform targeting in digital out-of-home.

Building brand affinity at scale: Establishing the powerful interplay between broadcast content and OOH advertising

Article • Emma Jeffers, WARC Exclusive, October 2019

Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.

Dare to digitise in OOH to drive profit

Opinion • Emily Alcorn, October 2019

Talon Outdoor’s latest study with Benchmarketing highlights the evolving effectiveness of digital OOH.

JCDecaux tackles ‘myths’ around OOH’s ability to drive response

Article • Alex Brownsell, Event Reports, The Specialist Work’s What’s Possible 2020 conference, September 2019

Addresses some common misperceptions about OOH media which has changed significantly over the past few years.

Assessing the distinct attributes of DOOH sites

News • 02 October 2019

Not all DOOH sites are created equal and new research from Australia suggests that an understanding of the attributes of individual sites provides an additional means to not only quantify these sites but could also become a key discriminator for ...

The positive halo of digital out of home

Article • Anne Parsons, Peter Pynta and Dr Shaun Seixas, WARC Exclusive, pp. 1-1

Looks at the influence of the unique attributes of digital out-of-home (DOOH) sites on the way advertising is processed by measuring creative content in context.

Interactivity makes DOOH far more effective

News • 18 September 2019

Full motion digital outdoor screens are three times more impactful than traditional static sites, but add technical capabilities like WiFi and AR and that figure jumps to eight times, research shows.

Reimagining human engagement: How technology-driven creativity can bolster out-of-home advertising effectiveness

Article • Helen Haines, WARC Exclusive

Reveals insights from the fourth wave of Ocean Outdoor and Neuro-Insight’s research into the impact of enhanced technology on digital out-of-home advertising effectiveness.

OOH ad revenue is at its highest level for 12 years

News • 23 August 2019

Out of home advertising revenue in the US increased by 7.7% year-on-year in the second quarter of 2019, representing its highest rate of quarterly growth since 2007, the latest trade figures have revealed.

What's working in OOH

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in OOH.

Exterion Media: Outdoor Ad Impact Forecaster

Research Paper • IAB Europe Research Awards, Grand Prix, 2019

Exterion Media, the OOH media owner, created a real time tool to assist advertising in optimising their DOOH campaigns.

The future of OOH media through a commercial lens

Opinion • Stefan Lameire, June 2019

WARC asked Stefan Lameire, until recently Chief Customer and Revenue Officer at Clear Channel International, to predict the trends that will shape OOH in the coming years.

Why OOH has to set its sights higher

Article • Krysia McKechnie, Event Reports, FEPE International Congress, May 2019

OOH global industry leaders reflect on the challenges facing the medium, and share advice on the roll-out of digital outdoor display technology.

How Burger King is pushing the boundaries of delivery

Article • Chiara Manco, WARC Exclusive, June 2019

With food delivery becoming an increasingly important aspect of the QSR business, Burger King set out to “stress test” what it could do with delivery in Mexico.

Six innovations shaping the future of OOH advertising

Article • Krysia McKechnie, Event Reports, FEPE International Congress, May 2019

The OOH industry will be revolutionised by technology, becoming a more targeted and dynamic medium as a result of developments in AI and data-driven ad buying.

Bringing brand stories out of home and into hearts

Opinion • Rick Jones, May 2019

Digital out of home is changing the game for a traditional media format – and brands can take advantage by following the five Rs of creative advertising, says Rick Jones of Adform.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

Keeping DOOH clear of the programmatic pitfalls

Opinion • Sue Hunt, May 2019

A new report by VIOOH argues that out-of-home stands to gain from the benefits of automation, without facing the drawbacks experienced by digital media.

Understanding ad frequency in OOH

News • 22 April 2019

Marketers can make use of cognitive science research to tailor OOH media campaigns to maximise emotional connection with target audiences and boost sales in the long term.

Driver behaviour unaffected by digital roadside signs

News • 17 April 2019

Contrary to what one might assume, the presence of digital roadside signs do not necessarily distract drivers, according to new research from Australia.

Outdoor & OOH