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.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Re-imagining OOH as a hyper-local medium

Opinion • Alex Brownsell, July 2020

To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.

Hot Octopuss: Show Stigma the Finger

Case Study • SABRE Awards, Gold, North America, 2020

Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC COVID-19 Series, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Al Arabia: Be A Man

Case Study • Sanjay Kumar, Carl Bou Abdallah, WARC Awards, Entrant, Effective Content Strategy, 2020

Al Arabia for Outdoor Advertising, a Saudi outdoor company, used the issue of prostate cancer screening to grab the attention of decision makers in areas of business expansion.

Mastercard: Start More First Times

Case Study • Tahaab Rais, Prabhakar Iyer, WARC Awards, Entrant, Effective Content Strategy, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Manyavar: Reaching Millions Out There

Case Study • Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020

Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.

Dubai Media City: The Most Viewed Billboard in the Middle East

Case Study • Tahaab Rais, Saad Yusuf, WARC Awards, Entrant, Effective Content Strategy, 2020

United Arab Emerite business real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

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

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Xbox: Visit Xbox – the Birth of Gaming Tourism

Case Study • James Appleby, Karen Crum, WARC Awards, Gold and Channel Innovation Award, Effective Innovation, 2020

Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.

Tmall: 2019 Brand Strategy

Case Study • Wendy Zha, Leon Liu, WARC Awards, Shortlisted, Effective Innovation, 2020

Chinese e-commerce platform Tmall used big data in a multi-channel campaign to build loyalty and increase sales without discounting or celebrity promotions.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

New Malaysia study sheds light on OOH effectiveness

News • 27 March 2020

If you want consumers to recall a brand, leave your static out of home (OOH) ad up for longer, preferably more than 18 months, a new study in Malaysia concludes.

KFC China teases every early riser with overwork jokes... and a breakfast croissant

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

KFC's keen insight into the struggles of young white-collar workers in urban China led to a campaign that framed its breakfast offering as helping the overworked.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • Case Studies on WARC, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Flybondi: Fly Ultra Low Cost

Case Study • Case Studies on WARC, 2018

Low-cost airline Flybondi entered the Argentine market by starting a movement for positive change in the country.

Why Burger King's mouldy burger ad doesn't work

Opinion • Phil Barden, February 2020

Burger King says its latest ad is part of a long-term strategy, but any execution also needs to work on its own.

Hulu: The Shape of History

Case Study • SABRE Awards, IN2, North America, Social Purpose, 2020

Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

Outdoor & OOH