Outdoor & OOH

The value of digital OOH audiences for brands

Article • Natalia Escribano, WARC Exclusive, June 2021

Outlines the unique attributes of digital out-of-home media.

Twitter: #ElevatorTweets

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Twitter, a social networking platform, used LED screens in elevators to deliver real-time tweets to planners and buyers in the UAE.

McCafé: Great coffee. Simple.

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

McCafe, the coffeehouse chain, used the power of simplicity to make an impact in an overly saturated coffee market in the UAE.

Dove: #Showus Y2 Russia

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

Air Transat: Vacation intervention

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian airline Air Transmat ran a multi-channel campaign encouraging customers to use their vacation days to grow sales, awareness and increase differentiation.

Donner Sang Compter (DSC): Blood Unity

Case Study • WARC Awards for Effectiveness, Grand Prix for Good, Collaboration & Culture, 2021

NGO Donner Sang Compter turned tradition on its head to encourage blood donation and save lives in Lebanon.

Knorr: Rooftop Farms

Case Study • WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Science World: The world needs more nerds

Case Study • WARC Awards for Effectiveness, Bronze, Instant Impact, 2021

Not-for-profit science centre, Science World, celebrated the importance of nerds to raise funds during COVID-19 in Canada.

TV and OOH budget recovery accelerated in May

Data • Rob Clapp, WARC Data Points, June 2021

An overview of global marketing budgets by medium.

JCDecaux revenue down 37% but rebounds in Mainland China

Data • Rob Clapp, WARC Data Points, May 2021

An overview of JCDecaux's revenue by format in Q1 2021.

City of Chicago: Boards of Change

Case Study • SABRE Awards, Gold, North America, 2021

The City of Chicago, a US government department, launched its campaign Boards of Change to drive voter registration throughout Chicago for the 2020 presidential election.

Out-of-home advertising lifts online actions by 63%

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the effectiveness of out-of-home (OOH) advertising in driving offline and online actions.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Media Owner Profile: JCDecaux, Formats

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of JCDecaux includes global data on advertising revenue by outdoor format, including from billboards, street furniture and transport.

What we know about stunt marketing

Article • WARC Best Practice, May 2021

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

Cornetto: Unicornetto Lovers Fountain

Case Study • MMA Smarties, Bronze, Turkey, 2020

Cornetto, an ice cream brand, transformed a busy public transport stop in Turkey on Valentine's Day to promote its product Unicornetto.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

Hulu: Reimagining brand purpose after the seismic events of 2020

Article • Alex Brownsell, WARC Exclusive, April 2021

UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.

Strong customer insight: Manulife’s anchor for creating brave campaigns

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

Street Grace: Stop Traffick

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, highlighted the issue of child sex trafficking by getting 72 school buses to tell the story of the children through a visual parade on the streets of Georgia.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

How data can power out-of-home to stop consumers in their tracks

Opinion • Sam Knowles, March 2021

Smarter use of data is rapidly transforming DOOH into a highly targeted, personalised medium for a growing number of brands.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.