Advertising best practice, evidence and insights

What we know about Out of Home audiences

Article • WARC Best Practice, September 2019

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.

Communications in the post-lockdown landscape: New rules for media strategy and planning

Article • Toby Roberts and Clare Chapman, Research on WARC, June 2020

Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.

The healing power of OOH

Article • Claire Kimber, WARC COVID-19 Series, May 2020

Examines the future role of out-of-home media in the wake of the coronavirus pandemic.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC COVID-19 Series, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Contextually relevant content boosts DOOH

News • 04 March 2020

Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.

DOOH trusted for live broadcast content

News • 30 January 2020

Audiences trust live DOOH as much as, if not more than, traditional media channels and younger consumers especially are keen to see more live broadcast content such as entertainment, news and sport, according to a new survey.

Why out-of-home is the next frontier for commuter commerce

Article • Nicole Lonsdale, WARC Exclusive, October 2019

The digital revolution has made its presence felt across multiple industries, and today’s consumers interact with a vast array of technologies, particularly when they’re out of home.

OAAA: Benefits of out of home (OOH) advertising custom analysis

Article • OAAA, Research on WARC, August 2019

Provides up to date measures of incremental reach of OOH with various other media types (cable, TV, radio, internet, etc.).

What's working in OOH

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in OOH.

OOH campaign measurement effectiveness

Research Paper • Outdoor Advertising Association of America, July 2019

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.

Nielsen out-of-home advertising study 2019

Research Paper • Outdoor Advertising Association of America, July 2019

Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.

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.

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, Vol. 60, No. 2, 2020, pp. 135-147

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

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).

The daily commute to work becomes a shopping trip

News • 22 January 2019

UK commuters shopping on their smartphones as they travel to work spend almost £23 billion a year, new research has calculated.

DOOH plays a core role in the daily commute

Data • James McDonald, WARC Data Points, November 2018

An overview of digital out of home (DOOH) cover and impacts by day part in the UK.

60% of US consumers see a digital billboard each month, 37% each week

Data • James McDonald, WARC Data Points, November 2018

An overview of OOH penetration by format in the US.

Making branding attributable

News • 18 April 2018

NEW YORK: The link between outdoor media and mobile location data is being taken a step further by a US business using “wrapped” cars and geofencing to enable retargeting.

Global Ad Trends: OOH in focus

Data • James McDonald, WARC Data, February 2018

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Nielsen poster advertising study 2017

Article • Diane Williams, Outdoor Advertising Association of America, December 2017

Examines results from a Nielsen study, commissioned by The OAAA, to better understand the role poster billboards play in the out-of-home media landscape in the US.

Exterion Media: Immerse and Engage on the London Underground

Case Study • MRS Awards, Winner, Media Research, 2017

Transport for London delivered a game-changing insight into how advertising on the London Underground works through a mixed method approach.

Tube passengers like ads

News • 02 October 2017

LONDON: Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

Love and trust underground: How to measure engagement with OOH advertising 58 metres below ground

Research Paper • Nicola Barrett and Robert Ellis, ESOMAR, Congress, 2017

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

OOH railway ads engage travelling commuters

News • 06 July 2017

LONDON: There were almost 1.7bn rail passenger journeys in the UK in 2015-16, a record high, and with the average commute lasting 40 minutes new research suggests this provides opportunities for OOH and digital marketers to engage.

Audience measurement in the digital age

Article • Andrew Green, WARC Best Practice, June 2017

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Outdoor & OOH