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.

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.

'KFC Delivery By The God Of Rain': Celebrity namesake is a herald for inclement-weather discounts

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.

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.

Marsh & Parsons: Moving London

Case Study • Data and Marketing Association, Bronze, 2019

Marsh & Parsons, an estate agent, released a series of witty ads during a time of uncertainty and angst in the London housing market to encourage conversion.

NHS Blood and Transplant: The dynamic blood appointment

Case Study • Data and Marketing Association, Gold, 2019

NHS Blood and Transplant, a non-departmental public body, increased donor registrations across the UK by creating targeted out-of-home ads that showed data from local donor centres.

Westminster City Council: Armistice Day

Case Study • Data and Marketing Association, Gold, 2019

Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Colors Cineplex: Nauchandi Mela

Case Study • Brian Sequeira, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Colors Cineplex increased brand visibility and loyalty by delivering uninterrupted entertainment to small-town India with a solar-powered cinema.

Al Rajhi Bank: The Woman Behind the Veil

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Islamic bank Al Rajhi Bank used digital outdoor posters and Bluetooth beacons to create a connected tech experience and encourage female customers in Saudi Arabia to take up its personalised credit card.

Head & Shoulders: Helmet Hijack

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Anti-dandruff brand Head & Shoulders revved up sales in Vietnam thanks to an innovative motorbike-based action.

Volkswagen: Boxing Day

Case Study • Ivan De Santis, Paolo Damato, Matteo Merulli, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Auto brand Volkswagen used a highly targeted campaign to reach football lovers outside traditional channels and moments, and increase its association with the sport.

H&M: Opening H&M Colombia

Case Study • UM, WARC Media Awards, Entrant, Effective Channel Integration, 2019

H&M focused on digital to raise awareness of its brand and attract footfall for the opening of its first store in Colombia.

Porsche: #ElectricityTalks – The Porsche Taycan pre-launch

Case Study • Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.

Inmarko: Talking Ice Cream

Case Study • Paley Nataliya, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Ice cream brand Inmarko used a precisely targeted media mix to stand out from the crowd and boost sales during the World Cup in Russia.

KitKat: Take a break from the routine

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Chocolate bar brand KitKat implemented a multi-channel strategy to connect with consumers and raise awareness of the brand among young Peruvians.

Corona: Wave of Waste

Case Study • Jeremy Lewington, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Beer brand Corona aligned with non-profit organisation Parley to protect the world's oceans and increase its relevance to young Australians.

Ovaltine: Empower Kids’ Happy Exploration

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.

Morinaga Milk: Calci-Add with Parmesan

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Multi-methods cocktail: Blending brain scanning, VR and eye-tracking to compare print with digital, TV and outdoor advertising

Research Paper • Tom van Bommel, ESOMAR, Fusion, 2019

Looks at how different types of advertising media operate and interact to sway a customer's purchase decisions towards a particular direction.

WildAid: Be their Bodhisattva

Case Study • MMA Smarties, Bronze, APAC, 2019

Environmental organisations WildAid and Change Vietnam, used mobile to raise awareness of an outdoor installation aimed at discouraging the use of wildlife products in Vietnam.

Paramount Pictures: Dora and the Lost City of Gold

Case Study • MMA Smarties, Bronze, X (Global), 2019

Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.

Hellmann's Real Food Rescue

Case Study • MMA Smarties, Silver, North America, 2019

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

Godrej Nest: Kuch Apna Sa

Case Study • MMA Smarties, Finalist, India, 2019

Godrej Properties, a real estate brand, used social media technology to personalise flat viewings with digital memories displayed for whoever came in to increase sales in India.

Outdoor & OOH