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.

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.

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.

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.

Corona: Wave of Waste

Case Study • Jeremy Lewington, WARC Media Awards, Shortlisted, 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.

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.

Samaritans, Network Rail & British Transport Police: Can behavioural science save lives?

Case Study • Account Planning Group - (UK), Entrant, 2019

Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.

Justice4Grenfull: Three billboards outside Grenfell, London

Case Study • Account Planning Group - (UK), Shortlisted, 2019

Justice4Grenfell, a community-led organisation, encouraged signatures of its petition for a more diverse inquiry panel into the Grenfell disaster by launching three billboards at the BAFTAs in the UK.

How we put care for parents back at the heart of Mothercare

Case Study • Account Planning Group - (UK), Gold, 2019

Mothercare, a children's clothing and products retailer, increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.

From kettle reviews to fake news – the re-invention of Which?

Case Study • Account Planning Group - (UK), Gold, 2019

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Level: Levelling the playing field for long-haul travellers

Case Study • Account Planning Group - (UK), Entrant, 2019

Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.

The Art Fund: Seeing the big picture

Case Study • Account Planning Group - (UK), Entrant, 2019

The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.

National Down Syndrome Society: How opening a restaurant changed the law

Case Study • Account Planning Group - (UK), Entrant, 2019

The National Down Syndrome Society (NDSS), a non-profit organisation, opened a restaurant run entirely by people with Down syndrome to show US lawmakers that they are able, ready and willing to work.

RNIB: See the person, not the sight loss

Case Study • Account Planning Group - (UK), Entrant, 2019

RNIB (the Royal National Institute of Blind People), a UK charity, increased awareness in the UK by launching a series of videos and OOH activations that used humour to challenge misconceptions about living with sight loss.

Pedigree: Dog Dates – Doing Some Good in Europe

Case Study • Account Planning Group - (UK), Entrant, 2019

Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.

HMRC: The tax ducks

Case Study • Account Planning Group - (UK), Entrant, 2019

HM Revenue & Customs, a governmental department responsible for taxes, encouraged people to file their tax returns on time by characterising the niggling feeling as Tax Ducks.

World Afro Day: The most visible invisible problem

Case Study • Account Planning Group - (UK), Entrant, 2019

World Afro Day, a platform for celebrating afro hair, culture and identity, ignited a cultural conversation around afro hair in the workplace around the world.

Dare to digitise in OOH to drive profit

Opinion • Emily Alcorn, October 2019

Talon Outdoor’s latest study with Benchmarketing highlights the evolving effectiveness of digital OOH.

JCDecaux tackles ‘myths’ around OOH’s ability to drive response

Article • Alex Brownsell, Event Reports, The Specialist Work’s What’s Possible 2020 conference, September 2019

Addresses some common misperceptions about OOH media which has changed significantly over the past few years.

Assessing the distinct attributes of DOOH sites

News • 02 October 2019

Not all DOOH sites are created equal and new research from Australia suggests that an understanding of the attributes of individual sites provides an additional means to not only quantify these sites but could also become a key discriminator for ...

Outdoor & OOH