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Outdoor & OOH

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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.

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.

McDonald’s: “50 Years of Big Mac”

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

McDonald's, the fast food chain, celebrated 50 years of the Big Mac in Switzerland by creating 50 different designed images to highlight the Big Mac's enduring popularity.

Free Democrats "Dark Diaries"

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

Free Democrats Party (FDP), a political party in Germany, rejuvenated its party by attracting young voters in Germany.

Share Foods: Share "1 For You. 1 For The World."

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

Share, a German consumer goods brand, launched its brand in the German market by creating a 360º campaign that saw social media influencers announce the social purpose of the brand through online video.

Louvre Abu Dhabi: Highway Gallery

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

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

CALM: Project 84

Case Study • Cannes Creative Lions, Entrant, 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.

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

The New York Times, a news publication, encouraged its readers in the US to step out of their political echo-chambers on World Press Freedom Day.

The future of OOH media through a commercial lens

Opinion • Stefan Lameire, June 2019

WARC asked Stefan Lameire, until recently Chief Customer and Revenue Officer at Clear Channel International, to predict the trends that will shape OOH in the coming years.

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.

Six innovations shaping the future of OOH advertising

Article • Krysia McKechnie, Event Reports, FEPE International Congress, May 2019

The OOH industry will be revolutionised by technology, becoming a more targeted and dynamic medium as a result of developments in AI and data-driven ad buying.

How Burger King is pushing the boundaries of delivery

Article • Chiara Manco, WARC Exclusive, June 2019

With food delivery becoming an increasingly important aspect of the QSR business, Burger King set out to “stress test” what it could do with delivery in Mexico.

Clear Channel: The Out of Home Project

Case Study • SABRE Awards, EMEA, Business-To-Business Marketing, Gold, 2019

Out-of-home operator Clear Channel showcased the real-time capabilities of its digital screens with a data-driven campaign to point homeless people towards shelters in Sweden.

Bringing brand stories out of home and into hearts

Opinion • Rick Jones, May 2019

Digital out of home is changing the game for a traditional media format – and brands can take advantage by following the five Rs of creative advertising, says Rick Jones of Adform.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

Keeping DOOH clear of the programmatic pitfalls

Opinion • Sue Hunt, May 2019

A new report by VIOOH argues that out-of-home stands to gain from the benefits of automation, without facing the drawbacks experienced by digital media.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

University of Melbourne: Talent for Every Future

Case Study • Charlie McDevitt, Roshni Hegerman, WARC Awards, Entrant, Effective Content Strategy, 2019

The University of Melbourne targeted students and business leaders with a multi-faceted content platform to raise awareness of its teaching model and the graduate talent it delivered.

Ovaltine: Who Needs a Champion?

Case Study • Thuy Anh Nguyen, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Nutritional malt drink brand Ovaltine took a multichannel approach to win over mums in Vietnam and turn them off the leading brand that championed 'champion children'.

Paddy Power: Rainbow Russians

Case Study • Richard Butt, Alydia Noble, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.

Understanding ad frequency in OOH

News • 22 April 2019

Marketers can make use of cognitive science research to tailor OOH media campaigns to maximise emotional connection with target audiences and boost sales in the long term.

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.