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Outdoor & OOH

669 results found

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What’s working in OOH

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the out-of-home market.

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.

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.

McDonald’s: “50 Years of Big Mac”

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated 50 years of the Big Mac in Switzerland by creating 50 different designed images to highlight the Big Mac's enduring popularity.

Free Democrats "Dark Diaries"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Free Democrats Party (FDP), a political party in Germany, rejuvenated its party by attracting young voters in Germany.

Share Foods: Share "1 For You. 1 For The World."

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Share, a German consumer goods brand, launched its brand in the German market by creating a 360º campaign that saw social media influencers announce the social purpose of the brand through online video.

Louvre Abu Dhabi: Highway Gallery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Unesco, The New York Times And Participating News Organizations: Read More. Listen More.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The New York Times, a news publication, encouraged its readers in the US to step out of their political echo-chambers on World Press Freedom Day.

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.

Clear Channel: The Out of Home Project

Case Study • SABRE Awards, EMEA, Business-To-Business Marketing, Gold, 2019

Out-of-home operator Clear Channel showcased the real-time capabilities of its digital screens with a data-driven campaign to point homeless people towards shelters in Sweden.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

University of Melbourne: Talent for Every Future

Case Study • Charlie McDevitt, Roshni Hegerman, WARC Awards, Entrant, Effective Content Strategy, 2019

The University of Melbourne targeted students and business leaders with a multi-faceted content platform to raise awareness of its teaching model and the graduate talent it delivered.

Ovaltine: Who Needs a Champion?

Case Study • Thuy Anh Nguyen, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Nutritional malt drink brand Ovaltine took a multichannel approach to win over mums in Vietnam and turn them off the leading brand that championed 'champion children'.

Paddy Power: Rainbow Russians

Case Study • Richard Butt, Alydia Noble, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.

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.

Burger King: Prom King

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Entrant, Effective Social Strategy, 2019

Fast-food brand Burger King used OOH and social media to appeal to Gen Z customers and boost sales in the US.

Loohcal Media, Gloohbal Measurement: Pushing mobile location data for Out-Of-Home

Research Paper • Daniel Cuende Alonso, ESOMAR, Latin America, 2019

CUENDE, an out-of-home (OOH) planning company, details how it created a hybrid data methodology to help map how targets move and to where in order to improve OOH targeting.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, WARC Awards, Gold, Effective Innovation, 2019

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Al Rajhi Bank: The Woman Behind the Veil

Case Study • Tahaab Rais, WARC Awards, Silver and Category Innovation Award, Effective Innovation, 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.

IKEA: The world’s longest drive-through furniture catalogue

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Awards, Bronze, Effective Innovation, 2019

Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall in its Hyderabad store, capitalising on the expanding furniture market in India.

Boysen Knoxout: KNOxOUT PROJECT: THIS IS A TREE

Case Study • AME Awards, AME Awards, Bronze, 2019

Boysen, the leading paint manufacturer in the Philippines, helped tackle air pollution in Manila by using a smog-eating paint to create painted murals throughout the city.

Share: Share Your Buy

Case Study • AME Awards, AME Awards, Gold, 2019

Share, the German social enterprise brand, successfully launched a new social FMCG product to help people reduce overconsumption without making personal sacrifices.

MINI: The Shortcut Billboards

Case Study • AME Awards, AME Awards, Silver, 2019

MINI, the car brand, used interactive billboards to advertise the launch of its new MINI Connected service in Germany.

Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
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.
Global Ad Trends: DOOH

Data • James McDonald & Rob Clapp, WARC Data, November 2018

This report summarises the latest research from WARC's Data platform, with a focus on digital out of home (DOOH) advertising. Key findings include:
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
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.