Outdoor & OOH

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What we know about Out of Home audiences

Article • WARC Best Practice, August 2017

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.

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, February 2018: 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.

Aussie OOH growth continues apace

News • 17 January 2017

SYDNEY: The Australian Out-of-Home (OOH) industry reported a seventh consecutive year of revenue growth in 2016 and its top executive is bullish about the prospects for the year ahead.

Nielsen out-of-home advertising study 2016

Research Paper • Diane Williams, Outdoor Advertising Association of America, December 2016

Provides a detailed examination of America's travel habits and its exposure to out-of-home advertising and examines the shopping and purchase decisions of America's on-the-go consumers.

Five out-of-home advertising trends for 2017

Article • Matt Teeman, WARC Exclusive, December 2016

This article suggests five elements of the out-of-home ecosystem that will change in 2017, following 4.2% increase in OOH spend in 2016.

From Ground Up to the Sky! Big data for the new out-of-home measurement

Research Paper • Daniel Cuende Alonso, ESOMAR, Congress, New Orleans, September 2016

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.

Five trends in UK outdoor advertising for 2016

Article • Naren Patel, WARC Exclusive, January 2016

This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.

Adstats: Global media consumption

Article • Admap, December 2015, pp. 48-49

This short article compiles statistics on media consumption, based on data from GlobalWebIndex.

Stroke of brillance: Brands are turning to old-fashioned, hand painted murals to connect with consumers

Article • Urey Onuoha, ANA Magazine, November 2015, pp. 14-16

This article describes how an increasing number of brands in America have turned to hand-painted mural adverts because they encapsulate the human element a billboard cannot provide.

Measuring Traditional Media Audiences Through Digital Data

Research Paper • Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren Moores, ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.

OOH and today’s mobile consumer

Research Paper • Outdoor Advertising Association of America, March 2015

Presents data findings from a US study into how well out of home performed in terms of mobile consumers, by looking at its reach and reception compared to other media.

CES 2015: Challenging OOH to get smart

Article • Anna Griggs, Kinetic, February 2015

This article examines trends seen at the Consumer Electronics Show and how they will impact the out of home (OOH) channel.

Understanding Out of Home Audiences

Article • Andrew Green, WARC Best Practice, January 2015

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used.

PepsiCo: Marketing in the context of the consumer

Article • Geoffrey Precourt, Event Reports, Focus on Consumer Insight, May 2014

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising.

Mobile insights: Smartphones and OOH advertising – a convergent solution for high street retailers

Article • Research on WARC, Posterscope, April 2014

This article draws on a number of insight projects to explain the importance of smartphones in UK retail, and how they converge with out-of-home (OOH) advertising.

Formulating Value in Digital Out-of-Home

Article • Kinetic, January 2014

This report discusses the difficulty in determining and communicating the value of digital out of home advertising, and proposed three dimensions through which to assess value.

United 4th: Teaching an old dog new tricks

Article • Will Novosedlik, ANA Magazine, Fall 2013

This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.

Technology and Out-of-Home

Article • Kinetic, September 2013

This report considers how technological advances have affected out-of-home (OOH) advertising and explains five ways in which OOH communications have developed over time.

Global Ad Trends, February 2018: OOH in focus

Article • 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. 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.
Trend Snapshot: Facial recognition

Article • 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.
What we know about Out-of-Home effectiveness

Article • WARC Best Practice, August 2017

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 we know about Out of Home audiences

Article • WARC Best Practice, August 2017

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.
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.
Global Ad Trends 2016

Data • James McDonald, WARC Data, December 2016

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.