Outdoor & OOH

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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.

The Terry Fox Run: Millions of Followers

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

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

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.

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.

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, 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.

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.

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.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

Outdoor ads could drive customer retention

News • 22 February 2019

Marketers may have overlooked the potential of outdoor advertising as a customer-retention tool, according to a new paper in the Journal of Advertising Research (JAR).

Do billboard advertisements drive customer retention? Expanding the “AIDA” model to “AIDAR”

Article • John L. Fortenberry, Jr. and Peter J. McGoldrick, Journal of Advertising Research, Digital First, January 2019

Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs.

How Bluetooth can unlock the mystery of outdoor reach

News • 18 January 2019

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Why digital platforms love good old-fashioned outdoor ads

News • 08 January 2019

The biggest spenders on out-of-home advertising slots in urban India right now are OTT digital platforms, such as Netflix and Amazon video, according to industry observers.

Get your sequencing right

News • 07 January 2019

If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

OOH can 'reconnect' with consumers

News • 04 January 2019

Out of home (OOH) may be the oldest advertising medium but it is one that is ideally placed to bring meaning back to advertising and help brands reconnect with consumers, according to an industry figure.

How content and sequencing boost out-of-home effectiveness

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

Measuring audience reach of outdoor advertisements: Using Bluetooth technology to validate measurement

Research Paper • Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 456-463

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Ernst & Young: #BetterQuestions

Case Study • Direct Marketing Association - UK, Bronze, 2018

EY, a professional services firm, grew its brand value within its category by launching an integrated global campaign for its c-suite audience.

The New York Times: World Press Freedom Day

Case Study • Jay Potash, WARC Media Awards, Gold and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 2018

American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.

Ernst & Young: Robot Experience, Frankfurt Airport

Case Study • Direct Marketing Association - UK, Silver, 2018

EY, the professional services firm, used motion-detecting technology to engage with C-suite audiences in Frankfurt Airport, Germany.

IBM: #Findtheadvantage

Case Study • Direct Marketing Association - UK, Gold, 2018

IBM, a multinational information technology company, demonstrated to UK consumers how it puts smart to work by launching digital banner and OOH ads showcased its partnership with Wimbledon and usage for Sky Sports content.

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.