Outdoor & OOH

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2019

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, 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.

What we know about stunt marketing

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.

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.

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.

Forum: Using neuroscience to understand the impact of premium digital out-of-home media

Article • Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

Mobile tech, outdoor reach: How to use data to enhance digital OOH campaigns

Article • Jean-Christophe Conti, WARC Exclusive, December 2019

Explores the possible uses of mobile ID data to inform targeting in digital out-of-home.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Head & Shoulders: Helmet Hijack

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Anti-dandruff brand Head & Shoulders revved up sales in Vietnam thanks to an innovative motorbike-based action.

Corona: Wave of Waste

Case Study • Jeremy Lewington, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Beer brand Corona aligned with non-profit organisation Parley to protect the world's oceans and increase its relevance to young Australians.

Ovaltine: Empower Kids’ Happy Exploration

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.

Morinaga Milk: Calci-Add with Parmesan

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Paramount Pictures: Dora and the Lost City of Gold

Case Study • MMA Smarties, Bronze, X (Global), 2019

Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.

Hellmann's Real Food Rescue

Case Study • MMA Smarties, Silver, North America, 2019

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

Building brand affinity at scale: Establishing the powerful interplay between broadcast content and OOH advertising

Article • Emma Jeffers, WARC Exclusive, October 2019

Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.

Untangling the cultural component behind the contextual placement of out-of-home advertising

Article • Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 502-517

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes.

Why cross-media campaigns are essential in the age of fragmented attention

Article • Brad Smallwood, WARC Exclusive, October 2019

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.

Samaritans, Network Rail & British Transport Police: Can behavioural science save lives?

Case Study • Account Planning Group - (UK), Entrant, 2019

Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.

Justice4Grenfull: Three billboards outside Grenfell, London

Case Study • Account Planning Group - (UK), Shortlisted, 2019

Justice4Grenfell, a community-led organisation, encouraged signatures of its petition for a more diverse inquiry panel into the Grenfell disaster by launching three billboards at the BAFTAs in the UK.

How we put care for parents back at the heart of Mothercare

Case Study • Account Planning Group - (UK), Gold, 2019

Mothercare, a children's clothing and products retailer, increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.

From kettle reviews to fake news – the re-invention of Which?

Case Study • Account Planning Group - (UK), Gold, 2019

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Level: Levelling the playing field for long-haul travellers

Case Study • Account Planning Group - (UK), Entrant, 2019

Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.

CALM: The picture worth a thousand ads

Case Study • Account Planning Group - (UK), Silver, 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.

The Art Fund: Seeing the big picture

Case Study • Account Planning Group - (UK), Entrant, 2019

The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.

National Down Syndrome Society: How opening a restaurant changed the law

Case Study • Account Planning Group - (UK), Entrant, 2019

The National Down Syndrome Society (NDSS), a non-profit organisation, opened a restaurant run entirely by people with Down syndrome to show US lawmakers that they are able, ready and willing to work.