Outdoor & OOH

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Article • WARC Best Practice, February 2019

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

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.

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.

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.

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.

IKEA: The world’s longest drive-through furniture catalogue

Case Study • Siddhartha Dutt, WARC Awards, Shortlisted, 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.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, WARC Awards, Shortlisted, 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.

Al Rajhi Bank: The Woman Behind the Veil

Case Study • Tahaab Rais, WARC Awards, Shortlisted, 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.

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).

Rapport report on OOH Spend: Just follow the money

Opinion • Paul Sambrook, February 2019

A new report finds that OOH is the only traditional media segment to see consistent ad revenue growth, writes Rapport's Paul Sambrook.

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.

India's OOH sector tackles lack of metrics

News • 24 January 2019

India’s OOH industry is expected to benefit this year from infrastructure spending and government initiatives – as well as elections and sporting events – but it urgently needs to address the lack of standard metrics for this this ...

Old-time real-time advertising

Opinion • Geoffrey Precourt, January 2019

Geoffrey Precourt, WARC’s US editor, muses on some advertising strategies that were all the rage in his youth.

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.

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%.

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.

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.

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.
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.
Global Ad Trends: 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.