Outdoor & OOH

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What we know about Out of Home audiences

Article • WARC Best Practice, December 2018

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.

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.

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.

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.

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.

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.