EUROPE NEWS

UK: Women's Aid and Engine scoop Ocean DOOH Grand Prix

Look At Me, a 2015 campaign for charity Women's Aid, has been named as the leading DOOH project of the last ten years.

The campaign, produced by Engine, took the Grand Prix at Ocean Outdoors' annual creative competition, which this year celebrated the best DOOH creative of the past decade.

Look At Me won a public vote run by Ocean, and was chosen from 23 winners from the last ten years of the competition.

The campaign was widely celebrated at its launch, generating substantial press coverage and eventually going on to win over 30 industry awards, including Cannes Gold and Silver Lions.

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UK: Co-op uses OOH's hyper-local capabilities to connect with local communities

Co-op launches new ‘out of home’ for summer using its first hyper-local approach to champion its investment in local communities. The new hyper local out-of-home (OOH) sees bespoke creatives linking the community where the message appears with the causes funded by the Co-op’s three businesses – Food, Funeral and Insurance.

This innovative approach delivered in partnership with out-of-home and location marketing specialist Posterscope and media agency Carat, supports Co-op’s multi-million-pound advertising campaign “It’s what we do”.  

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UK: BBC taps amateurs for new Peaky Blinders OOH

The BBC is preparing for the return of Peaky Blinders by asking fans to submit artwork for its new campaign.

The broadcaster has made an open call for fans and amateur artists to produce work to support the forthcoming fifth series of the hit show.

Winners of the competition will be awarded a £1,000 prize, and their work will be used in an OOH campaign to support the launch.

Peaky Blinders, which follows gang members in Birmingham following the end of the First World War, is one of the BBC's most popular properties.

First airing in 2013 and starring Cillian Murphy, the show has gone on the become a cult hit.

As The Drum reports, commenting on the fan competition BBC One and iPlayer head of marketing Chris Hooper said: “As the latest series of the iconic Peaky Blinders will now be exclusively available on BBC One and BBC iPlayer, we wanted to land the return of the show with real impact and scale and celebrate its cult fandom.

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Ireland: New Research Highlights Effectiveness of Billboard Advertising

While much of the focus in the out-of-home (OOH) industry has centred on digital over the past two years, new research by OOH agency PML Group points to the positive impact that advertising on classic billboards can have for brands.

The study was part of PML Group’s ongoing iQ programme, and investigated the effectiveness of billboards in conveying fame, trust and desirability for the brands using them.

Some 84% of the 300 Dublin respondents agreed that advertising on billboards made brands more famous with agreement levels peaking at 91% among 25-34 year olds.

 

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Russia: TMG SuperBus especially for Esquire Russia.

For the first year, Esquire Russia expanded its festival from Moscow to the Russian “Cultural Capital” St. Petersburg. Transit media was chosen to announce the Esquire Weekend.TMG SuperBus became the cherry on the pie. Hundred square meters mobile affiche appeared in the historical center and fashionable districts of St. Petersburg. 

One of the core Superbus features is route customization. TMG specialists created an individual schedule for the Esquire Bus taking in consideration with traffic peaks, dates of the cultural and musical events, St. Petersburg International Economic Forum and city celebrations.
At the day of the Esquire Weekend the Bus became the WOW-object of the photo zone.

Literally overnight TMG team re-dresses the into a different design. The vehicle branded with best magazine covers - was parked at the open area of the festival. Celebrities, bloggers and regular visitors could not miss the bus for making a fancy photo. See more by the #esquireweekend

AMERICS NEWS

USA: Cannes OOH Winners Reflect Changing Consumer Demands

Winners of Cannes Lions at the International Festival of Creativity were announced last week. Brands that took top Outdoor Lions, which celebrate creativity experienced out of the home, wowed judges with bold campaigns and executions that personally connected with consumers.

At the 2019 OOH Media Conference in May, keynote Nick Brien with Dentsu Aegis said, we’ve entered “the age of the empowered consumer. Consumers expect brands to do more and mean more.” He said consumers expect brands to inspire, support ambitions, bring about social change, and commit to sustainability.

Marketers have taken notice and shifted ad strategies, winning 2019 Cannes Outdoor Lions from their peers around the world.

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USA: Media Planners: Programmatic, Attribution, Mobile Transforming Digital OOH Media

Data and technology are fueling demand for digital out-of-home media, making it more efficient, easier to plan and buy and post results for, according to a survey of media planners released this week by trade group Digital Place-Based Advertising Association (DPAA).

The study, which is based on responses from 219 planners surveyed in the fourth quarter of 2018, indicates that increased awareness and availability of programmatic media-buying systems, as well as various attribution systems, has boosted demand for digital out-of-home media by creating ease-of-use and greater accountability.

Planners also cited the increased availability of mobile tie-ins for digital out-of-home campaigns as boosting the medium’s value.

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USA: The Suspense Won't Kill You, Texting Might: PSA Billboards Steer Lifesaving Change

Distracted driving took the lives of 3,166 people in 2017. Research shows texting while driving increases the risk of a teen vehicle crash by 23 times, and is the leading cause of teen deaths. One in three teens who text said they have done so—while driving. This is why Clear Channel Outdoor has partnered with Project Yellow Light and the Ad Council for the fourth year in the effort to #StopTextsStopWrecks.

Project Yellow Light hosts an annual nationwide scholarship competition calling for students to create a TV, radio or billboard PSA to educate the public about the dangers of distracted driving. Scholarships of up to $5,000 are awarded to those who create the most captivating PSAs promoting safe driving habits. This year, 2,709 students vied for the scholarship awards, a 69% increase from 2018!

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USA: Why OOH Could Be the Key to Reaching Ad Blockers and Cord Cutters

Today there are more than 80 million American Millennials (born between 1980-1995) representing $200 billion in annual buying power. Millennials and Gen Z make up nearly half of the US population and represent the most influential consumers. However, Millennials and Gen Z are also the most elusive audiences to engage, as they lead the charge on cord-cutting, ad-blocking and radio-streaming.

Currently more than half of millennials actively block ads. Among Gen Z, the percentage is even higher.

This year, over 33% of television consumers will have canceled traditional Pay-TV services and now over 90% of the US population listens to streaming vs. traditional radio. The point being, reaching Millenials and Gen X with traditional TV, radio, and digital is becoming increasingly less effective.

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AUSTRALIA NEWS

Australia: Ooh Media expands footprint with digital roadside site conversions

Ooh media has grown its roadside digital inventory to more than 140 signs with the recent conversion of new sites using its world leading data and insights including reach and frequency, buyer-graphics and movement behaviours.

Over the past month, the company has added four premium digital signs in the traditionally notorious hard to reach southern Sydney and a further eight digital billboards in Queensland.

Ooh’s Chief Commercial & Operations Officer Noel Cook said the expansion of the digital roadside portfolio was strategically driven to deliver premium sites that enabled advertisers to be more dynamic and targeted with their audiences.

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Australia: JC Decaux and Tourism North East bring ski season to Melbourne CBD with live-streaming activation

JC Decaux, in partnership with Tourism North East in Victoria, has launched a live-streaming campaign activation which brings all the action from Mount Buller ski resort to Melbourne’s CBD.

The idea, from Cole Media, is aimed at driving midweek visitation to Victoria’s alpine resorts and features a live stream from a mountain lodge cabin in Mount Buller. Mount Buller snow reporters, friendly sled dogs and other personalities all appear on the stream to interact with commuters in Melbourne, encouraging them to come and join the fun in the snow.

Tourism North East marketing manager, Gillian Dobson, said the activation was the first of its kind for the business, and that the results had been very successful.

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ASIA NEWS

India: Will Instagrammable OOH prove to be a game changer?

Social media has been influencing every facet of a person’s life and the need to document experiences online continues to increase. The trend has been growing by the day and brands have been quick to jump on this opportunity.

Outdoor advertising, in particular, has enjoyed the perks of social media. The term “Instagrammable billboards” was coined recently with reference to billboards that appeal to people who feel compelled to share these images on social media.

Spotify has been one prime example of this trend. The Spotify-Tinder campaign has generated a lot of social media buzz, thanks to their data-driven yet tongue-in-cheek approach. 

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China: Ocean Outdoor extends The Alliance in China with Phoenix Metropolis Media

Ocean has extended its global Alliance of premium digital screens across China having secured a new partnership with Phoenix Metropolis Media Technology Co Ltd.

Phoenix Metropolis Media joins Ocean’s Alliance Network, giving advertisers access to handpicked premium outdoor screens across China and 12 other global cities, along with the UK wide portfolio and three Netherlands subsidiaries now operated by Ocean.

Phoenix Metropolis Media is a large format market leader in the Chinese digital out-of-home sector with a network covering the entire country. Out-of-home is China’s third biggest media channel after TV and the internet.

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Hong Kong: Word on the street: What's the future for Hong Kong out-of-home?

Out-of-home (OOH) is one of the – if not the – oldest marketing formats. And though it has always been known as a stalwart advertising medium, it has been equally hard to shake its status as supplementary to the mainstream duo of TV and newspapers.

Vincent Lam, chairman of outdoor solutions provider Asiaray, explains the stigma by saying: “It’s because its viewing time is very short and nobody stands on the street to stare at the advertisement, except people like us. Most people would just have a glance of it.”

However, as TV and print face a worldwide decline, OOH is the prodigal son returned and on the rise. An August 2017 MAGNA intelligence report pointed out global OOH as the only traditional media category to show consistent growth in the past 10 years, a trend that’s predicted to continue.

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