Outdoor & OOH

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Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, highlighted the issue of child sex trafficking by getting 72 school buses to tell the story of the children through a visual parade on the streets of Georgia.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

O2: GO

Case Study • DMA (UK), Gold, 2020

O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

Mitsubishi Motors: Weatherproof Warriors – How a data driven campaign helped Mitsubishi weather the Q1 storms

Case Study • DMA (UK), Bronze, 2020

Mitsubishi Motors, an automotive manufacturer, increased awareness and visits to dealerships in the UK by launching a series of location-targeted digital ads.

Nike Women: Back to the Beginning

Case Study • Matthew Nolan, Nicholas Short, Benjamin Condit, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Sports brand Nike partnered with top female athletes to create an experiential outdoor campaign to grow relevance in the women's sector in China.

New York Post x FOX: 9-1-1 Lone Star

Case Study • Shannon Toumey, Victoria Shobe, Angela Scire, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Broadcaster FOX attracted viewers in the US to its 9-1-1: Lone Star series through a sponsorship deal with the New York Post that included premium print and digital ad placements, social media amplification, and a branded food truck.

Metro de Santiago: Condorito in Metro

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Public transport system, Metro de Santiago, partnered an iconic comic strip character to improve its relationship with the public in Chile.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

JCDecaux UK: The two screen capture

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

JCDeaux UK, an out-of-home (OOH) advertising company, partnered with On Device Research, a mobile sampling and technology company, and proved that digital OOH (DOOH) makes mobile advertising work harder, while highlighting the power of the two-screen future to grow DOOH as a medium.

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

Case Study • Tahaab Rais, Saad Yusuf, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

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 in the United Arab Emirates.

McDonald's: You name it, McDelivery serves

Case Study • Patricia Ochando, WARC Media Awards, Silver and Early Adopter Award, Effective Use of Tech, 2020

Fast-food brand McDonald's turned digital OOH billboards into ordering kiosks to drive awareness of its McDelivery service and sales in Spain.

Scottish Widows: Your Future Self

Case Study • Richard Manning, WARC Media Awards, Entrant, Effective Use of Tech, 2020

British pension provider Scottish Widows ran an interactive digital out-of-home campaign in eight cities across the UK to increase brand awareness, preference and consideration by prompting people to think about their future.

Foodpanda: Blockchain-based Out-of-home advertising

Case Study • Quinn Amalore, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Foodpanda, the mobile food delivery company, piloted the world's first blockchain-verfied digital-out-of-home campaign in Singapore.

Trade Me: A New Zealand First – Live from Trade Me's news desk

Case Study • Annabelle Wilkinson, Penelope Brown, WARC Media Awards, Bronze, Effective Use of Tech, 2020

New Zealand e-commerce brand Trade Me developed a revolutionary technology that empowered it to update its multiple advertising messages in real time, using its own live data without using a creative agency.

Johnnie Walker: The Worlds Most Travelled Billboard

Case Study • MMA Smarties, Best in Show, X (Global), 2020

Johnnie Walker, a whisky brand, connected with young people in India over their love for travel and new experiences with its Instagram-based campaign #TheTravellingBillboard.

Lay's: 4 Seasons Digital OOH

Case Study • MMA Smarties, Gold, X (Global), 2020

Lay’s, a potato snack brand, increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

What we know about out-of-home effectiveness

Article • WARC Best Practice, October 2020

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.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Grand Prix and Data-Driven Insight Award, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Foodpanda: Using weather signals to trigger dynamic creative

Case Study • Quinn Amalore, WARC Media Awards, Entrant, Best Use of Data, 2020

Foodpanda, the food delivery company, used weather triggers to run a programmatically played dynamic outdoor campaign in the Philippines.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Best Use of Data, 2020

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

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

O2: Using data, empathy and out of home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
What we know about out-of-home effectiveness

Article • WARC Best Practice, October 2020

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's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
What's working in OOH

Article • WARC Category Intelligence, November 2020

Global strategies, campaign updates and trends in OOH.