COVID-19: INDUSTRY VIEWS

OOH: Part of the Solution

We don’t know the duration or severity of this crisis. But we are certain of this: out of home media is part of the solution. OAAA is focused on what we can do to help the industry sustain through crisis and be ready to grab opportunity in recovery. Our medium is part of the solution for: Advertisers, Government and communities, Public health. Out of home is nimble, as fast or faster than other media in changing copy. While the industry is encountering significant shifts, many advertisers remain engaged and visible in their markets.

OOH sure to bounce back despite COVID-19 setback: Experts

The Out-of-home industry saw a good year in 2019; however, the scene is set to change. Coronavirus is at the forefront of everyone’s minds at the moment. While India is under lockdown and the stay-at-home advisory for the Out of home industry is proving to be a major challenge for the sector. Experts suggest that post the lockdown, the industry will witness a sluggish growth and the pandemic has struck the business as a catastrophe.

China shows the way for a post COVID-19 world

There is no doubt that this is a scary time. The world has never faced a pandemic like this before with business closing their doors and employees losing their jobs. In these confusing, and to be honest, scary times, brands need to make sure that they are adapting their language and reassuring their customers.

DOOH Audience Not Disappearing, Just Shifting

The tight stay-in-place mandates being enforced in the US and globally would certain make brands advertisers wonder about using out of home advertising when people are being told to stay at home. But new research suggests that while the usual “places” for OOH advertising are suffering, traffic and impressions are actually up in other places.

Out Of Home Remained Relatively Buoyant In Q1, Despite 2.9% Revenue Decrease

The Out of Home (OOH) industry today announced a slight decrease of 2.59 per cent on net media revenue year-on-year in the first quarter of 2020, posting $207.2 million, a dip from $212.7 million for the first quarter in 2019. Digital revenue is sitting at 56.8 per cent of total net media revenue year-to-date, an increase over the recorded 54.6 per cent for the same period last year.

COVID-19 has not changed consumer attitudes to advertising

As the number of global coronavirus cases increases and stricter social distancing and lockdown regulations are put into place, brands continue to ask whether they should continue to advertise. Previously, we said that for most brands, spending behind the right creative will put the brand in a stronger position post-crisis than brands that don’t spend. New research adds the voice of the people: they don’t expect brands to stop advertising and are responding to ads in a very similar way to before the crisis.

Why managing the economic fallout from coronavirus is 'a marathon, not a sprint'

As the coronavirus pandemic continues around the world, the situation is prompting leaders from every sector to take increasingly drastic action, and focus on finding solutions to the economic, social and human losses we are all facing. China has now begun its slow road to recovery, begging the question of what leaders can learn, and how they can apply those lessons on their home turf. Speaking at The Drum’s Digital Transformation Festival, global president of McCann Worldgroup, Chris Macdonald, heeded that leaders should watch the situation in China carefully in order to safeguard for the future.

Australia's strategy planners on how advertising can get through the crisis

The coronavirus has huge implications for advertising, with some industries riding the storm and others sinking. But there's opportunity in the waves of business and social change as some brands withdraw and others intensify their campaigns. Lilian Sor, chief strategy officer, Clemenger BBDO Sydney: "This will test our mettle as an industry, but if we keep calm, plan well and carry on, we will get through this." Many advertisers will pull their media budgets and shift spend to later in the year but that could be an opportunity.

Closer together: A personal perspective

No matter how unpromising the circumstances, opportunities abound for those with imagination and courage, writes Route's James Whitmore

COVID-19: THE CREATIVE RESPONSE

OOH Puts Its Reach to Good Use

The Canadian OOH industry is supporting government communication by providing timely information and best practices to help prevent the spread of the novel coronavirus (COVID-19). “Sharing important health and safety information quickly is critical and the OOH industry is proud to be able to do its part, said Rosanne Caron, President; COMMB.

Ocean Outdoor launches £10m media fund for virus-hit firms

Advertising group Ocean Outdoor has launched a £10m fund offering free ad space to the retailers and small businesses hardest hit by the coronavirus crisis. The fund will give businesses and brands access to advertising space on the company’s network of screens in 12 UK cities.

A few of the ways ooh has stepped up to fight covid-19

The past few weeks have been stressful, to put it mildly. There’s a lot of uncertainty, a fair amount of fear, and the OOH industry is, of course, one of the ones that has been hit pretty hard by the ongoing pandemic. We’ve all seen the photos of tourist destinations standing empty for weeks, and it’s no secret that some advertisers have reconsidered their normal OOH spending as a result of the reduced traffic through popular areas.

Capitol Outdoor and Smart City Media Announce Pro Bono Partnership to Use the Power of Out of Home Advertising to Share Timely, Relevant Messages about the COVID-19 Crisis

Capitol Outdoor (Capitol) and Smart City Media (SCM) today announced a purpose driven partnership to immediately and proactively broadcast timely, relevant messages about the COVID-19 crisis through their shared out of home networks, at no cost to local and national public health agencies. As cities and transit agencies navigate the next phase of the coronavirus pandemic, the Capitol and SCM partnership will utilize SCM's Citypost platform to help public health officials conduct outreach about testing sites and deliver other vital, real time information related to the pandemic

The Queen's Message to the Nation appears on the world famous Piccadilly Lights

Memorable extracts from The Queen’s Message to the Nation are to appear on the world famous Piccadilly Lights in London over the coming days.
Expressions of support and inspiration from The Queen will be carried on the Piccadilly Circus screen from 10am on Wednesday, April 7 and run until Sunday, April 19.

oOh!media joins the bear hunt

Outdoor media specialist oOh!media is joining the national bear hunt in New Zealand. The bear hunt is a global trend, with people placing teddy bears in the streetscape -- in windows, trees, fences, gates. It is reported to have started somewhere in America as a way of keeing children amused during coronavirus isolation. The bear spotting activity echoes the children's book We're Going on a Bear Hunt (1989) by Michael Rosen.

UK: How Mondelez uses dynamic OOH

International snack company Mondelez has experimented with dynamic advertising on the traditionally brand-building medium of out of home (OOH) with mixed results. Adoption of this ‘dynamic’ form of digital OOH remains stubbornly low, representing only 8% of the UK’s total outdoor media investment, according to figures quoted by Glen Wilson, Posterscope’s Managing Director.

Ireland: Disney+ Launch Broadcasts on Digital out of Home

Disney’s long-awaited streaming service has arrived in Ireland with fans eagerly anticipating the launch of Disney+. Building hype pre and post launch, Ireland is awash with Disney+ OOH messaging with a combination of classic and digital formats broadcasting the campaign. The new game changing platform has over 500 films and thousands of television episodes from Disney, Pixar, Marvel, Star Wars, National Geographic and others.

World OOH News - April 9th 2020