Advertising best practice, evidence and insights

What we know about Out-of-Home effectiveness

Article • WARC Best Practice, December 2018

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.

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.

What we know about Out of Home audiences

Article • WARC Best Practice, December 2018

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 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.

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.

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.

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.

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.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

Rapport report on OOH Spend: Just follow the money

Opinion • Paul Sambrook, February 2019

A new report finds that OOH is the only traditional media segment to see consistent ad revenue growth, writes Rapport's Paul Sambrook.

Why digital platforms love good old-fashioned outdoor ads

News • 08 January 2019

The biggest spenders on out-of-home advertising slots in urban India right now are OTT digital platforms, such as Netflix and Amazon video, according to industry observers.

Get your sequencing right

News • 07 January 2019

If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

How content and sequencing boost out-of-home effectiveness

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

Smart cities and out-of-home advertising

Article • Steve Payne, Admap, December 2018

Explains how out-of-home advertising can be used effectively in smart cities and details opportunities for brands in this area.

Digital to account for entirety of OOH growth

News • 26 November 2018

Global spending on digital out-of-home advertising (DOOH) is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home (OOH) market, according to a new WARC report.

London bans junk food ads on its transport network

News • 26 November 2018

A ban on junk food advertising will be imposed across the entire transport network of London early next year, despite strong objections from the advertising industry.

Translating “personalisation” into an out-of-home environment

Article • Nicole Lonsdale, Admap, November 2018

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Sc-fi billboard firm targets consumers in Eastern Europe

News • 23 October 2018

UK company Bidooh has struck a deal to roll out 3,000 of its digital, Minority Report-style billboards across central and Eastern Europe.

Outdoor & OOH