WEDNESDAY OCTOBER 26th 2022

Anyone who’s been outside recently can attest to the fact that there are more billboards, bus stop ads, and building wraps than ever before. Out-of-home advertising (OOH) is on the rise, and it’s not surprising why. OOH offers several advantages that appeal to marketers, especially in today’s climate. Let’s take an in-depth look at some of the reasons OOH is making a comeback.

What is OOH Advertising?

OOH advertising is a form of marketing that uses physical displays to reach consumers when they are outside of their homes. Billboards, bus shelters, benches, and even elevator doors are all examples of common OOH media. OOH-advertising can be traced back to the late 1800s, when businesses started using billboards to promote their products and services.

A recent study by The Harris Poll found that TikTok users are the most likely to have seen out of home advertising in their social feeds, with 82% reporting seeing such ads frequently. This is followed closely by Instagram (81%) and Facebook (80%).

Though out of home advertising is still primarily a traditional medium, with billboards accounting for about 75% of total category ad spending, digital formats such as in-office video screens and electronic displays are making inroads.

By 2026, the share of overall OOH ad spend devoted to digital will come to 41.3%, up from one-third this year. So it’s clear that social media is playing a role in driving interest in this once-declining form of advertising. And as more and more people become plugged into their social feeds, we can expect to see even more out of home advertising popping up in our everyday lives.

One of the most traditional forms of out of home advertising is the billboard. Though they may seem old-fashioned in today’s digital world, billboards are actually experiencing something of a renaissance thanks to social media.

A recent study by The Arbitron Company found that 57% of consumers said they had noticed an uptick in the number of billboards they’d been seeing on their commute, while 45% said they had noticed more OOH ads while walking or running errands. And of those who had noticed an increase, nearly half said they attributed it to social media.

It makes sense when you think about it—if you’re constantly scrolling through your feed and seeing ads for products and services, you’re more likely to notice them when you’re out and about in the real world. 

And with outdoor advertising companies investing more heavily in digital displays, we can only expect to see more and more billboards popping up in our everyday lives.

Flexibility and Precision

One of the biggest advantages of OOH is its flexibility. Marketers can buy OOH media in real time and take over a city for one full day. This allows them to be nimble and adjust their campaigns on the fly as needed. Additionally, OOH offers marketers the ability to target specific geographic areas with high foot traffic. This ensures that your message is seen by your target audience—and no one else.

Affordability

As budgets begin to crunch and advertisers look to spend less, now is a great time to consider out-of-home ads to help supplement what would otherwise be more expensive options. OOH campaigns are also more affordable than ever before thanks to advances in technology that have made production and execution more efficient.

OOH Is More Engaging Than Other Media Channels

In today’s world, it’s harder than ever to get people’s attention—but not impossible. People are bombarded with thousands of marketing messages every single day, so it’s important that your message cuts through the noise and actually engages with your target audience. Fortunately, research has shown that OOH is an incredibly effective engagement tool. A study conducted by Gallup found that people who see billboards spend 50% more time traveling than those who don’t—which means they’re more likely to notice and remember your ad.

OOH Is an Effective Marketing Medium

A study conducted by Ipsos found that 71% of global respondents believe that OOH advertising effectively catches their attention. And according to the Outdoor Advertising Association of America (OAAA), 80% of people who see a relevant OOH ad are likely to remember the brand it promotes. So if you’re looking for a way to get your message in front of as many people as possible, then OOH should be at the top of your list.

Integration with Other Channels

Finally, OOH campaigns can be easily integrated with other channels such as social media and influencer activations. For example, Lamar Advertising recently did a live-tweet activation during the NBA playoffs. This allowed them to reach their target audience where they were already engaged—on social media.

Leave your thoughts and comments on LinkedIn
 

Pesach Lattin
Pesach@lattin.us
Connect with me on LinkedIn.

The only constant is change, and this is especially true in today’s pre-recession, post-pandemic (and soon-to-be post-cookie) marketing landscape.
 

But, change isn’t necessarily a bad thing.
 

The team at Wunderkind did a deep dive, and found that 94% of CMOs see the last two years as a turning point for marketers, paving the way for a new golden age of marketing.
 

The best part is Wunderkind’s CMO, Richard Jones, along with industry leaders from Kate Spade and Case Mate, are coming together in a virtual webinar on Wednesday, October 26 at 4pm EST to discuss their findings and what they mean moving forward.

RESERVE YOUR SEAT HERE

TheRundown
At least 10 News Stories you Must Know
(but don't have time to read!)

1.In a recent article entitled “Netflix and Other Streaming Platforms Are Embracing Ads—but Will the Advertisers Love Them,” Wall Street Journal reporter Suzanne Vranica took a critical look at the streaming advertising landscape. NBCUniversal President and Chief Business Officer Krishan Bhatia didn’t take too kindly to the piece, and penned a lengthy response criticizing the WSJ’s coverage. (READ WHAT HE SAID)

2. Remember the last time you ordered food to be delivered to your doorstep? Chances are good that it was through DoorDash, the food delivery platform that has been absolutely dominating the conversation—and the market share—in recent months. So who is responsible for this meteoric rise to prominence? That would be Kofi Amoo-Gottfried, DoorDash’s first chief marketing officer. Let’s take a closer look at his story. (READ BIO ON ADOTAT)

3.  Netflix has long been the go-to streaming service for those who want to watch TV shows and movies without commercials. However, the company announced earlier this year that it would be introducing a new ad-supported tier in an effort to bring in more revenue. While some advertisers were initially on board with the new plan, many are now jumping ship and instead choosing to buy ads on Netflix’s competitors, like Amazon and Disney. So, what’s behind this mass defection? READ THE STORY HERE

4. German sportswear company Adidas has ended its partnership with American rapper Kanye West (AKA Yeezus, AKA Ye) following a string of hateful anti-Jewish remarks made by the rapper. The move is set to have a negative impact on Adidas’ net income of up to $246 million in 2022, due to the high seasonality of the fourth quarter. However, many are wondering whether or not this is the right move for Adidas, and if the company will be able to repair its image after partnering with such a controversial figure. READ FULL STORY ON ADIDAS

5.While Stephenson’s vision of the Metaverse is still some way off, we are starting to see the development of “partial” or “closed” metaverses operated by companies such as Facebook (with Oculus), Microsoft (with Minecraft) and Amazon (with Twitch). Why are we building Partial Metaverses?

6. In a survey of U.S. adults conducted Monday, a majority of consumers believe that the ad industry should be held liable for its role in helping fossil fuel companies greenwash their reputations and/or obstruct climate action. At a time when the ad industry is coming under fire from regulators, advocacy groups and grassroots organizations for helping fossil fuel companies greenwash their reputations and/or obstruct climate action, a majority of consumers believe it should be held liable for that role. That's the finding of a survey of U.S. adults conducted Monday by Pollfish for MediaPost.

7. In a historic move, Warner Bros. has announced that filmmaker James Gunn and producer Peter Safran will lead DC’s film, TV and animation efforts as co-chairs and co-CEOs of DC Studios — a newly formed division at Warner Bros. that will replace DC Films.  The unprecedented move, in which a top director will assume a top executive post, marks the end of a months-long search by Warner Bros. Discovery CEO David Zaslav to replace Walter Hamada, who departed the studio last week.

8. New Jersey-based NFL Films is known for its award-winning documentaries and motion pictures about the National Football League. Now, they’re setting their sights on Hollywood. Under the leadership of CEO Steve Ketover, NFL Films is looking to partner with Hollywood studios to produce feature films and TV shows based on the stories of the NFL, its players, and its fans according to Insider.com The idea is simple—to use the stories of current and past players as a way to bring viewers into a world they already know well through their love of football. “These are classic stories that can be told in different ways,” Ketover told Insider.com. “We want to make sure we tell them right." (FULL STORY)
 

9.Brad Gerstner, the founder and President of Altimeter Capital, is calling for major changes at Meta. In a letter published today, he argued that the company has “drifted into the land of excess.” He pointed out that Meta's stock price has dropped by 55% over the past 18 months, noting that this decline in share price mirrors a loss of confidence in the company rather than just a bad mood on Wall Street. (READ FULL STORY)

10. Omnicom Group Inc. (NYSE: OMC) today announced the appointment of Kathleen Saxton as Chief Marketing Officer, effective January 1. In this new position, Saxton will be responsible for marketing Omnicom’s award-winning capabilities and its omni-channel solutions for global enterprise clients, building on the Company’s success in this area.  (READ FULL STORY)
 

11. Amazon Studios is losing another one of its head honchos. Marc Resteghini, the head of series development and an eight-year veteran at Amazon Studios, is leaving the company. Sources tell THR's Lesley Goldberg that head of TV Vernon Sanders is restructuring his ranks. Resteghini has played a major role in the company’s originals, having developed and overseen production on such series as The Marvelous Mrs. Maisel, Jack Ryan, Patriot, The Terminal List and Underground Railroad  among others.

12. Apple is forcing all app developers to use Apple's in-app purchases feature for social media boosts and promoted posts. This means that if you want to boost your post, you'll now have to pay for it with actual money, instead of just clicking a button. The same goes for promoted posts: you'll be paying the app developer directly, rather than paying Facebook or Twitter.

13. Google, Microsoft, and Spotify's ad revenues are up—all except for Youtube.Google's total advertising sales increased to $54.5 billion from $53.13 billion the previous year. That's a good thing! But it wasn't as good as analysts were expecting, so their stock is down.Microsoft's search and news advertising revenue increased by just 16% over the previous year. Also good! But not great, so they're also down in stock price. Spotify's ad-supported Revenue grew 19% year-over-year to €385 million. That's fantastic! But it didn't grow as much as expected, so their stock is down too.

14. Meta's new IP reporting API for Brand Rights Protection tool will help you find and report content from brands that are stealing your content in a matter of minute. The API is available now in Meta's PRX brand protection platform and allows users to search for infringing content by uploading a text string or image, then generate a report. This new feature is part of Meta's continued efforts to make IP protection easier for marketers and ensure they can keep their brands safe from unauthorized use.

15. We love Twitter. We really do. It's a great place to find out what's going on in the world, connect with friends and family, or just relax and read a few good jokes. But there are some things about this platform that we're not all that fond of. First off: Twitter is losing its most active users. According to internal documents shared with Reuters by an anonymous source, the number of people who have stopped using the platform has more than doubled in just one year. Meanwhile, porn use is growing at an alarming rate—more than twice as fast as it did last year—and people are spending more time watching it than ever before.

16. UPS has followed the lead of its chief competitor, FedEx, in announcing that rates for its Ground, Air and International services will increase by an average of 6.9 percent effective Dec. 27, according to the company’s website. Furthermore, UPS announced higher accessorial charges effective on the same date, including for residential deliveries, packages requiring additional handling, and deliveries to…

17. In Talkdesk's research, consumers anticipate improved customer experience (CX) in the metaverse. 51% expect service to be superior, while 32% believe an immersive, real-time experience will cause less frustration and anxiety than a call center. This shows that there is optimism about a virtual community that fosters positive relationships and connections.

The Watercooler
Impress your Co-Workers with these useless facts about marketing

 A brand is more than just a logo or a name--it's the sum of all the positive outcomes associated with that logo or name. If you're trying to build a strong brand, it's essential to first understand what those positive outcomes are and how they're defined by your target audience. Once you have a clear understanding of that, you can start working on creating even more positive outcomes to help build your brand even further. And finally, don't forget to keep up the good work--brand building is an ongoing process, not a one-time event. With these five steps, you'll be well on your way to creating a brand that customers will love and admire.

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