World OOH News November 20th 2020

World OOH News November 20th 2020

WOO NEWS

Sweden's Outdoor Impact is latest national Out of Home association to join WOO

 

Swedish national Out of Home JIC Outdoor Impact, headed by Mats Rönne, is the latest national OOH association to join The World Out of Home Organization (WOO.)  

WOO has recruited a number of new national association members so far this year including the OMA in Australia, OAAN in Nigeria, OHMSA in South Africa and Central de Outdoor in Brazil.

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OPINION

Is mobile integration right for digital signage?

Digital signage is becoming increasingly more diverse as a technology. While previously only known as a static advertising device to deliver one-to-many messages, it is now becoming a jack of all trades.

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How Effective is Outdoor Advertising?

If you’re anything like most brands in the UK, you probably reserve the majority of your marketing spend for digital channels and advertising. This is definitely borne out by the numbers, with a CMO survey suggesting that the digital marketing spend in the UK will increase from 44% of total advertising budgets to an impressive 54% by the year 2024.

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Trumping Programmatic and other such Heresies to the OOH Amateurs

Programmatic planning, buying and selling has been a significant headline which has been over hyped ad nauseum for the last 4 years. Fortunately, it has taken a backseat with COVID days on us. But wait! Where is the programmatic Holy Grail to fend off the ravages of the corona virus economy?

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2020 OOH Year in Review

As we near the end of this real rollercoaster year, I decided to write this article on my 2020 year in review. The year 2020, which we all said was going to be #twentyplenty, really did bring plenty. Kirsty Carlson - Head of GroupM OOH South Africa

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WOO DATA

How OOH and Mobile can work together - WOO adds new report to its global database

 

WOO has added a major new report to its global database, a study which looks at how OOH and Mobile can be combined most effectively. It's titled “How we can sell more OOH by fitting Mobile into the OOH universe”.

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WOO GLOBAL DATABASE

The WOO global database holds all our information gathered on research,
legislation, case studies and general industry data, organised by country.
All documents are available for members to download in pdf format.

DATA AND MEASUREMENT

Staying On: Out-of-Home Industry collaboration proves positive outcomes for advertisers during restrictions

A collaborative study between seven industry contributors drawing on 65 post-lockdown campaigns, proves Out-of-Home still delivers big results for brands continuing to advertise in times of uncertainty. 

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PJ Solomon's media CPM comparison shows cost effectiveness of OOH

 

Out of Home bulletins, posters and transit shelters have a CPM or cost per thousand impressions which is cheaper than the other kinds of media.  

Mobile display and general digital display ads are the only things which are cheaper but they struggle with viewability, ad fraud and ad blocking.

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PwC Outlook - Outdoor media well positioned for bounce back

The out-of-home (OOH) media industry industry is expected to bounce back after being smashed during the pandemic, according to forecasts in PwC's Entertainment and Media Outlook for 2020-2024.

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Recovery in Out of Home in the third quarter of 2020

Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue for July to September 2020 declined -50% year on year, a significant improvement on Q2 (-83%) and generating total revenues of £166m. 

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Verizon Media Study: 60% of Advertisers Plan to Increase DOOH Spending in the Coming Months

In order to understand advertisers’ perspectives around DOOH, Verizon Media commissioned an online survey of nearly 250 US advertisers and marketers who are decision makers in outdoor media spend. 

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PROGRAMMATIC AND AUTOMATION

Goldbach Germany Partners with Hivestack

Leading global programmatic digital out of home (DOOH) ad tech company Hivestack, today announced a new partnership with Goldbach Germany. This partnership provides advertisers with premium inventory in Germany that leverages the Hivestack Supply-Side Platform (SSP) and Exchange.

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Unpacking the data: Open RTB does 3x the revenue of private programmatic deals

 

This has been a year of highs and lows in programmatic. Demand evaporated in the early days of the pandemic, then surged back to record highs. Accessibility has never been better, and more and more buyers understand the value of adding DOOH to their existing digital campaigns.

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CREATIVE

@TheOBIEAwards - Call for Entries

 

2020 has been a year like no other—and creativity across the spectrum of OOH and digital OOH advertising rose to the challenge, with imaginative, breakthrough work that captivated consumers during one of the most challenging periods we’ve experienced in our lifetime.

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CAMPAIGNS

National Portrait Gallery's Hold Still Community Exhibition

 

Here is a community exhibition called ‘Hold Still’ appearing on Out of Home displays across the UK sharing 100 photographs which create a unique portrait of the UK during lockdown. Supported by Co-op , the National Portrait Gallery project used hand-selected #ooh canvases to reach into 80 towns, cities and communities across the UK.

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COUNTRY NEWS

China's airport advertising market takes off again

 

After the effective results of epidemic prevention, the number of China domestic flights has shown a trend of recovery. As of September, civil aviation has completed passenger traffic of 47.939 million passengers,

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COMPANY NEWS

OOH Tommy hires Chris Earnshaw as Commercial Director to work alongside Global Partner Iain Chapman

OOH Tommy, a division of the award-winning global digitalcreative agency Tommy, has hired Chris Earnshaw as Commercial Director. Alongside OOH Tommy’s Global Partner Iain Chapman the appointment of Chris Earnshaw is the next stage in the growth of the division and he will be responsible for developing brand partnerships and driving the agency’s tech offering. 

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Out-Of-Homer XTD Rebrands To Motio

 

Motio has launched today, the new name for XTD, marking the next stage in its evolution. From today, Out-of-Home media company XTD has changed its name to Motio Limited and is pursuing its leadership in the Place Based media and Location Intelligence sector.

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