Outdoor & OOH

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 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.

Tech giants invest in elevator ad providers

News • 15 August 2019

JD.com is the latest Chinese tech giant to invest in an elevator ad provider, pumping RMB1bn (US$141m) in cash into Xinchao Media Group as it looks to tap an underexploited area.

What's working in OOH

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in OOH.

Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

Campaign Against Living Miserably: Project 84

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

Exterion Media: Outdoor Ad Impact Forecaster

Research Paper • IAB Europe Research Awards, Grand Prix, 2019

Exterion Media, the OOH media owner, created a real time tool to assist advertising in optimising their DOOH campaigns.

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.

Benchmarks for out-of-home media: Generating insights from an analysis of best-in-class case studies

Research Paper • Outdoor Advertising Association of America, July 2019

Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.

RAW Pressery: All Good, No Bad

Case Study • Gurpreet Kour, Case Studies on WARC, 2018

Cold-pressed juice brand RAW Pressery successfully launched on the Indian market with a campaign that put its natural ingredients front and centre.

Carrefour: Black Supermarket

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2019

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

CALM: Project 84

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2019

The Campaign Against Living Miserably (CALM), a UK charity, created a striking public installation to increase awareness of male suicide and suicide prevention.

Unesco, The New York Times And Participating News Organizations: Read More. Listen More.