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.
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.
Global spending on digital out-of-home advertising (DOOH) is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home (OOH) market, according to a new WARC report.
MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.
Brooke Hemphill, WARC Exclusive, July 2018
University of Melbourne and agency McCann revealed the insights behind their Grand Effie winning out-of-home campaign that raised awareness of the university’s research and boosted positive brand perception.
LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.
MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...
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.
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.
Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
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.
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