This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.
Brooke Hemphill, WARC Exclusive, July 2018
University of Melbourne and agency McCann revealed the insights behind their Grand Effie winning out-of-home campaign that raised awareness of the university’s research and boosted positive brand perception.
LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.
MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...
Brian Carruthers, Event Reports, European OOH Media Summit, May 2018
Despite digital out of home’s growth across the world, key barriers to entry and local considerations are important to understand - without forgetting, that sometimes, static paper posters can do the job.
GLOBAL: Successful brands allocate 13% of their media budgets to out of home advertising, while the channel’s share of global display adspend has remained stable over the last decade, according to a new analysis of the sector by WARC Data.
LONDON: Burger King, the fast-food chain, is looking at new ways to use digital out of home, following a recent London campaign that drove footfall across the day by varying the creative on selected digital panels.
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.
Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
Alex Brownsell, WARC Trends, November 2017
Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.