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OOH La La: The Transformation of Outdoor Ads from Simple to Smart
In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just
survived; it has thrived, morphing with the ages, mirroring human ingenuity. Imagine the shock of our 19th-century billboard leasing pioneer upon seeing today’s OOH landscape, a $39.05 billion industry in 2023. Yet, in the grand carnival of advertising spend, OOH still plays the role of the underdog, a quaint relic in the digital juggernaut's shadow. But, like the most enduring of tales,
there's more to OOH than meets the eye. In the past, a billboard was static, a silent sentinel on a busy street. Today, it's a chameleon, changing its colors with the pulse of the city. We've ushered in the era of digital panels, sprouting up in spaces as diverse as our own habitats – from the humdrum of bus shelters to the echoing halls of airports. This digital transformation has brought
with it a treasure trove of data, turning every panel into a storyteller, narrating tales of demographics and consumer behaviors. But here's the rub: despite these leaps into the future, the heart of OOH still beats to an ancient drum. The sector, for all its digital façades, largely remains in the clasp of manual transactions. The dance between advertisers and agencies continues with the
same steps, albeit with shinier shoes. Digital Out-of-Home (DOOH) advertising has dipped its toes into automation, but the vast ocean of OOH is yet to be explored. The future of OOH, undeniably, is digital. In the US, DOOH ad spend is on a meteoric rise, projected to grow by double digits annually through 2027. In 2023, DOOH is reclaiming its pre-pandemic glory, accounting for 31.4% of total
OOH ad dollars, surpassing 2019 levels. Yet, when the specter of inflation is factored in, DOOH still lags behind its pre-pandemic heights, a stark reminder of OOH's shrinking slice of the total media budget pie. Meanwhile, traditional OOH, the backbone of the industry, is not ready to bow out. In 2023 and 2024, traditional OOH ad spend is expected to increase by about 3%. The persistence of
static billboards, especially outside metro areas where digital signage cannot justify its investment, ensures that about two-thirds of OOH ad dollars will remain in traditional placements for the foreseeable future. Another fascinating development is the rise of in-store retail media as a significant player in the DOOH space. Retail environments are becoming hotbeds for digital advertising
– at store shelves, end caps, cooler doors, and checkout aisles. By 2024, in-store retail media is expected to account for a tenth of US DOOH ad spending. This reflects the growing inventory of ad spaces in physical stores, a trend underscored by the fact that three-fourths of advertisers, as per a November 2022 Interactive Advertising Bureau (IAB) poll, are either running or considering in-store DOOH campaigns. Retail media sellers like GSTV, Cooler Screens, and Grocery TV are leading this
charge, transforming retailers' ability to influence not just sales but brand awareness and consideration at the point of purchase. Now, let’s talk about the democratization of OOH. Think of social media advertising – a playground where businesses, big and small, frolic with equal glee. OOH, in contrast, is like an exclusive club, its doors open wide for the big spenders, while the small
businesses peer through the windows. There's a need for an upheaval, a revolution that brings the self-serve model of social media to the OOH world. Imagine a world where any budding entrepreneur could, with a few clicks, plaster their dreams on a digital billboard, harnessing the same tools that once were the exclusive arsenal of the advertising giants. This isn't just a flight of fancy;
it's the future knocking on the door. The potential is enormous. While online advertising battles issues of ad fatigue and the ever-elusive consumer attention, OOH offers a respite. It’s the art gallery of the streets, where ads are not just tolerated but admired. Here, the message doesn’t interrupt; it integrates, becoming a part of the urban tapestry. Yet, challenges abound. How do we reconcile the individualistic nature of OOH spaces with the need for standardization that automation demands? How do we marry the old with the new, the manual with the automated, the static with the dynamic? These are not just questions; they are the frontiers of the next advertising revolution. As we stand at this crossroads, one can't help but marvel at the journey OOH advertising has undertaken. From paper and paint to pixels and data streams, it has mirrored our own evolution. The future, undoubtedly, holds more changes, more transformations. And in this ever-changing landscape, OOH advertising, like an old bard, will continue to tell its story, one billboard at a time.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🏛️ X Corp. (ex-Twitter) scores a legal win! 🎉 A Washington judge tossed out a lawsuit accusing them of misusing contact info for ads. The law they supposedly broke? It's about sneaky ways to grab phone records, not just phone numbers. 📱 The judge said, "Nice try, but nope!" The complaint, kicked off by Glen Morgan, didn't cut
it. He was miffed that his number, given for account safety, ended up in ad targeting. 🎯 Oops! X Corp. had a $150M FTC fine for a similar oopsie, but this time, they're off the hook. Morgan's not happy, though. He's off to appeal. 🧐👩⚖️💼 #LegalDrama #TryAgain?
Lyft's latest ad venture is turning heads with Trolls characters guiding users in-app! 🚗👾 This quirky touch is
part of a larger ad blitz with NBC Universal for "Trolls Band Together," showing off Lyft's growing ad savvy. 🎥🌟 Zach Greenberger, Lyft's chief business officer, highlights their diverse ad toolkit, including digital ads, car wraps, and in-app features. 🛠️💡 Lyft's blend of in-app ads, video spots, and digital rooftop screens aims to make its ad offering stand out as "digital retail." 💻🛍️ Although financial deets are hush-hush, Lyft's media revenue has quadrupled year-over-year,
signaling success. 📈🤫 With about 40 new hires in its media team, Lyft's leveraging first-party data for targeted ads. 🎯📊 Their mantra? Know where customers are heading to serve up super-relevant ads. 📍🔮 Brand guru Allen Adamson nods to this strategy's potential, especially for crafting longer brand stories on in-car screens. 🚕📚 Overall, Lyft's journey into ad land seems to be picking up speed! 🌈🚀
Secret Island Salmon, riding the wave of soaring demand for fresh salmon, launched a gutsy "F-word" campaign to make a splash in the market. 🌊🐟 This edgy strategy, part of their expansion into retail, uses playful yet provocative slogans like “F*** it” to promote sustainable salmon farming. 🎣💥 Daniel Del Coro, the head honcho of U.S. business development, masterminded this bold move to engage Gen Z and millennials, clearing up misconceptions about
farmed salmon. 🎯🤔 Their marketing mix? A blend of digital ads and TikTok videos where Del Coro stars as the quirky “salmon man,” doubling their social media engagement. 📱🕺 With consumer and retail response overwhelmingly positive, Secret Island Salmon's daring approach is a fresh catch in the world of advertising, proving that a little controversy can go a long way. 🚀👍
In a digital drama fit for the modern age 🌟, X Corp. (Twitter's
rebranded version under Elon Musk) is embroiled in a legal battle ⚖️ against a nonprofit dedicated to exposing hate speech. The plot thickens as the ACLU 🗽, Electronic Frontier Foundation, and Knight First Amendment Center join the fray, supporting the nonprofit in a federal court 🏛️. Their collective warning? An X Corp. victory could set a chilling precedent ❄️, stifling others' efforts to keep tech giants in check 🚫🤖. The crux of the dispute revolves around the nonprofit's use of
scraping 🖥️🔍, a method of extracting data, which X Corp. claims violated its terms and a federal anti-hacking law 🚨. The case spirals further as X Corp., facing a drop in ad revenue 💸, accuses the nonprofit of running a scare campaign 👻 to repel advertisers. This saga, blending issues of digital rights 📱, corporate power 💪, and public interest journalism 📰, raises crucial questions about the role and responsibility of social media platforms in moderating content and the delicate balance
between enforcing company policies and supporting transparency in the digital age 🌍🔐👀.
👠⚖️ Meta and Christian Louboutin's tag-team lawsuit is turning the heat up on counterfeit sellers! Using Instagram and Facebook to peddle fake Louboutins? Think again! The duo's legal move in California is not just about breaking platform rules; it's a full-on intellectual property
rights showdown 🛡️. Meta's not messing around either – they've been axing accounts and removing over 1.7 million posts linked to fakes 🚫📲. And with their new Brand Rights Protection tool, they're spotting and stopping replicas faster than ever 🕵️♂️💨. This lawsuit isn't just a one-off; it's a loud message to copycats everywhere: Counterfeit is out, and consequences are real! 🚨💼 #NoFakesAllowed #BrandProtection🔒🛍️
🛍️🔍 The FTC is turning up the heat on Amazon over "dark patterns" in Prime sign-ups! They claim Amazon's sneaky design tricks millions into subscribing without realizing it, and makes unsubscribing a maze 🤯. Filed in Seattle's court, the FTC isn't just pointing fingers; they've got examples like misleading 'Free Shipping' buttons that secretly enroll shoppers in
Prime 🚨🛒. Amazon's defense? They argue that all ads aim to persuade, and distinguishing "dark patterns" from normal marketing is like finding a needle in a haystack 🧐🌾. But the FTC isn't buying it, saying Amazon's tiny print and hidden terms are far from clear and upfront. As tech and advertising groups rally behind Amazon, Judge Chun gears up for a December showdown 🏛️🥊. Is this a case of crafty marketing or crossing the line? The court's call could redefine online shopping's fine print!
#PrimeTimeDrama #OnlineShoppingPlotTwist 🖥️🛒📜
Judge Thomas Hixson throws a curveball at X Corp. (formerly Twitter), rejecting its plea to tweak or ditch an FTC order demanding a tight privacy and security program. 🚫👨⚖️🔒 X Corp., now under Elon Musk's wing, cried foul over the FTC's deep dive into their compliance, claiming bias and an investigation gone wild.
🕵️♂️🌀 The FTC's beef? They say X Corp. played fast and loose with user data—promising security, but then using it for ads. 🤳💸 The company's feeling the heat with 16 new FTC demands post-Musk takeover, compared to 28 over a decade. 🔥📄 Despite X Corp.'s gripes and attempts to shield Musk from deposition, Judge Hixson's ruling is clear: the court can't alter FTC's rules. 📜🚫 #LegalTangle #PrivacyPuzzle 🕸️🔐
In a high-tech tussle with the EU, Apple, Meta, and ByteDance (TikTok's parent) are challenging their "gatekeeper" status under the new Digital Markets Act (DMA). 🍏💬🚪 This law tags top dogs in tech as gatekeepers, aiming to spice up competition and keep consumers from getting the short end of the stick. 🌍🔍 Google and Microsoft took the title without a fuss, but the other three are putting up a fight. 🥊🖥️ The EU's legal eagles are
keeping mum on the complaint specifics, but word on the street (thanks, Bloomberg) is that Apple's beef is about its App Store and iMessage. 📱✉️ In a twist, Apple's nod to support RCS on iPhones might dodge one DMA hurdle. 🤹♂️ Meanwhile, Meta's waving a red flag over its Messenger and Marketplace. 📣🛒 The DMA's clock ticked down to November 16 for these tech giants to cry foul or fall in line. ⏰📅 #TechShowdown #EUBigTechBattle 🌐💥
Smart TVs are the new hot spot 📺✨! According to the latest Inscape report, streaming is king, hogging 55.9% of viewing time. The average smart TV now juggles 5.4 apps, double from just two years ago. Cable's losing ground, with only 5% sticking to traditional TV 📉. Viewers are diving deep into the streaming sea, with a significant shift from cable to apps. Advertisers, take note: the streaming wave isn't just coming, it's
already here, and it's massive! 🌊👀📈 #SmartTVRevolution #StreamingEra
Nike's playing musical chairs with its execs! 🎶👟 Nicole Hubbard Graham is stepping in as the new chief marketing officer, taking over from Dirk-Jan “DJ” van Hameren, the ex-Olympic cyclist and 31-year Nike vet 🚴. Graham's not new to Nike either; she's a former 20-year insider who took a brief
detour to co-found a creative ad agency. Under van Hameren, Nike stirred up some buzz with its controversial “Just Do It” campaign featuring Colin Kaepernick and faced some internal diversity challenges. Meanwhile, Nike's dipping its toes into the Gen Z pool with forays into gaming worlds like Fortnite and Roblox 🎮. There's more shuffle at the top: new faces in innovation, design, and tech roles, all while Nike juggles competition and cost-cutting consumers. It's a corporate game of chess as
Nike maneuvers for a win in the ever-tense retail race. ♟️🏁 #NikeLeadershipShuffle #MarketingMoves
It's beginning to look a lot like a brighter holiday shopping season! 🎄🛍️ After pandemic blues, shoppers are ready to loosen the purse strings, with an expected 14% bump in holiday spending, hitting $1,652 per person. 💸📈 But, it's not all jingle bells and joy—
inflation's lurking, and folks are wary of heftier price tags. 📊🎅 Marketers are walking a tightrope, trying to blend cheer with wallet-friendly vibes. 🤹♂️💰
TikTok's still the Gen Z darling in the social media playground, but it's seeing a tiny dip in teen love, from 69% to 68% weekly use, though it's beating its past 63% and even YouTube! 📉🚀 Meanwhile, YouTube's
slipping to 66%, and Instagram's Reels plus YouTube's Shorts are hustling up the ranks, with Reels charming a third of teen users. 💥🏃 TikTok's still a marketer's dream, holding a solid user base of 150 million in the U.S., with peeps spending 1.5 hours daily on it. 🇺🇸⏳ Not to be outdone, Meta's Reels and Alphabet's Shorts are gaining ground fast, shaking up the short-form scene. 📈🌪️ With TikTok possibly playing with longer videos and AI boosting Reels, it's a full-throttle digital sprint.
🤖🏁 Marketers, take note: it's all about mixing up your social strategy, not just betting on one platform. 🎲📲 #SocialMediaShuffle #TeenTrends 🔝🎮
Deloitte's survey hints at a festive rebound, yet brands are feeling the heat to nail their Q4 pitches. 📊🔥 It's about striking that perfect note: not too
glitzy, but not too gloomy. 🌟🌧️ Expect more heartwarming ads focusing on togetherness and less on splurging, like Sam’s Club's and Amazon’s latest campaigns. ❤️🎁 Tech's playing Santa too, with Coca-Cola and Lego dabbling in AI and AR for a digital twist on holiday magic. 🤖❄️ So, it’s a blend of old-school cheer and tech-savvy tactics as brands gear up for the merriest time of the year. 🎉📱 #HolidayHustle #SpendSmart 🛒 The Federal Trade Commission (FTC) just called out the American Beverage Association, the Canadian Sugar Institute, and a dozen influencers for playing hide-and-seek with disclosures in aspartame ads. 🕵️♀️🚫 Apparently, these ads, sprinkled across Instagram and TikTok, were big on aspartame love but skimpy on transparency. Some influencers tried to sneak
in #ad or #sponsored tags, but buried them like treasure at the bottom of their posts. 🏴☠️🔍 The FTC's not having it though; they want disclaimers big, bold, and impossible to miss. Even dietitian Steph Grasso, with her 2.2 million TikTok followers, got a wrist-slap for her subtle-as-a-ninja ad disclosures. 📱👀 The FTC's message? If you're going to sweet-talk aspartame, at least be clear who's buttering your bread. 🍞💸
The House's new China-focused committee is eyeing Apple with suspicion, wondering if the tech giant's sudden cancellation of "The Problem with Jon Stewart" was more about Beijing than bad jokes. 🐉📺 They've shot a letter over to Apple's head honcho Tim Cook, probing whether China's influence caused the show to get the boot just as it was gearing up for Season 3. The committee's not just raising eyebrows; they're demanding answers by
December 15, hinting that China's reach might be stifling creative freedom in the U.S. 🕵️♂️🍏 Now, as Jon Stewart possibly hunts for a new home to air his controversial comedy, Apple is left to balance the scales of creativity, transparency, and global politics. 🎤⚖️🌍
In 2024, Google Chrome is set to send third-party cookies into extinction, causing a stir in the digital media
world. With Chrome's hefty 63% market share, this change is a big deal, despite Safari and Firefox having done it years ago. Enter WPP’s GroupM, partnering with Google to launch a "post-cookie readiness program." This initiative aims to test new privacy-friendly tech, ensuring advertisers aren't left in the dark. GroupM and Google are cooking up a unified approach to understand privacy tech better, involving a select group of clients in testing and learning from these changes. The goal?
To smoothly transition into a less cookie-dependent, more privacy-conscious advertising world, all without demanding extra investment from clients. This move is crucial for GroupM, especially as they navigate leadership changes and look to bounce back from various challenges. 🍪🔍🌐💼🔚
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HOME IS WHERE THE WORK IS: THE DIGITAL VOICE™ REWRITES THE REMOTE RULEBOOK
In the realm of public relation agencies, where the glitz of campaigns often outshines the
nitty-gritty of human resource metrics, a surprising champion has emerged from the shadows. Enter The Digital Voice™, a boutique PRagency that’s causing quite a stir in the industry – and not just because of its flashy PR campaigns or digital prowess. This little dynamo has clinched the top spot in a comprehensive survey by YouBecome, led by the illustrious Mike Turner, no less. READ THIS STORY
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS
As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in
the world of advertising technology (AdTech). This burgeoning field, a confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING
In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to
mesmerize their audience while preserving their privacy. We’ve talked about this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive
into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks
In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the
cyber Shangri-La for shoppers, a dream woven into the fabric of the digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight
instruments? A plethora of data points that tell you who’s eyeballing your ads and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home?
Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE
Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly).
Wrong Way Fast forward to the Internet era. The data hustlers had a new war
cry: creative/schmeative!
READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS?
Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears.
READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD
In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world.
There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS
Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail
On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
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