OOH Emerges as Strong Digital Channel for CPGs

Consumer-packaged goods shoppers trust out-of-home advertisements more than those delivered on any other channel, a new report on CPGs and advertising from Vistar Media and MFour indicates. Fifty-three percent of consumers say they trust the content in OOH ads, more than any other single medium.

Report: Huge Hole in Location Data Market for O2O Attribution

Good news for the whole location-based marketing industry—a new report from location data firm Factual based on a survey of location data buyers finds the field is getting more effective and better at measuring its results. Nearly 9 in 10 marketers said location data is driving more effective campaigns. Eighty-six percent said it’s growing their customer base, and 84% reported higher customer engagement.

However, while use of location-based marketing is set to grow to 94%, only 24% use it or are planning to use it to establish offline attribution.

Programmatic OOH Is Real. Why Isn’t Your Agency Using It More?

The ad tech industry’s state of flux and disarray spurs confusion and buyer skepticism of real innovation. This is particularly prevalent in rapidly evolving areas like programmatic that also contend with existing legacy trust issues. I come across this every day, as there seems to be a persistent rumor that programmatic Out of Home (OOH) is “fake,” and that, when looking under the hood, programmatic OOH is merely an automated process for reserving and purchasing inventory. This misconception results in missed opportunities for marketers.

The DOOH Opportunity: How OOH is Becoming a Bigger Piece of the Media Mix Pie

Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.

However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.

Digital Signage Is All Grown Up Now, Speaking with the Consumer, Not at the Consumer

I’ve been attending Digital Signage Expo (DSE) in Las Vegas for quite a number of years, and now more than ever, the show organizers, Exponation, deliver on their promise: a highly impactful four-day event jam-packed from early morning to late at night. The show demonstrated that if content is king, context is definitely queen. Location is the new cookie, and all the out-of-home industry stakeholders are now finally aligned for much success in the years to come.

Digital Transformation of Outdoor Attracting New Advertisers

Geopath President Kym Frank says the money that outdoor advertising industry put towards digital has reinvigorated the market by becoming more interactive and targeted. Meanwhile, the opportunity to measure the reach and effectiveness of outdoor has brought new relevance to the medium.

Geopath Taps Tech from Citilabs for Audience Location Measurement

Nonprofit organization Geopath, previously known as the Traffic Audit Bureau for Media Measurement, has announced it will use software from Citilabs to power an audience location measurement solution for out-of-home advertisers.

Outdoor Advertising, a Media Anomaly, Knocks on the Digital Door

Billboards, like most things in our lives, are getting smarter. A report released this morning by PQ Media estimates that digital out-of-home advertising in the U.S. generated $2.37 billion last year, or 32% of the $7.4 billion of the total outdoor advertising market…

Street Fight Daily: Snapchat Adds Location Filters, Yelp Opens API

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologySnapchat Adds Location-Based Photo Filters (VentureBeat)… Yelp Liberates Its API To Box Out Foursquare And Google (TechCrunch)… Clear Channel Brings Outdoor Ads to Life On Smartphones (AdAge)…

Street Fight Daily: CBS Outdoor Goes Public, Alibaba Invests in Retail

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyCBS Outdoor Shares Rise in First Day of Trading (Wall Street Journal)… Alibaba Invests $692 million in Chinese Department Store Operator (Reuters)… Uber’s Biggest Problem Isn’t Surge Pricing. What If It’s Sexual Harassment by Drivers? (Daily Beast)…

Foursquare

Street Fight Daily: Foursquare Ads Tap Twitter, Airbnb Courts Cities

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyFoursquare’s New Ads Tap Twitter And Require $100K Commitment (AdWeek)… Airbnb Cozies up to Cities (Fortune)… Charting the Years-Long Decline of Local News Reporting (Washington Post)…

Street Fight Daily: Twitter Tests Calls, A Deep Look at Uber

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyTwitter Tries to Prove Its Ads Drive Sales with Click-to-Call (Digiday)… A Deeper Look at Uber’s Dynamic Pricing Model (Above the Crowd)… EBay Rejects Icahn board Nominees, Asks Investors to do Same (Reuters)…

Street Fight Daily: Yelp Hits The Hill, Google Kills Another Local App

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Yelp Lobbying on Patent, Copyright Reform (The Hill)… Google to Discontinue Schemer, the Goal-Sharing Service That Time Forgot (VentureBeat)… AP New Year’s Eve Photos Appear on Digital Billboards (Poynter)…

Street Fight Daily: Groupon Eyes Warehouse Network, Belly Raises $12M Round

A roundup of today’s big stories in hyperlocal content, commerce, and technologyGroupon Eyes Warehouse Network For Goods (Wall Street Journal)… Big Retail’s Interest in Loyalty Startup Belly Grows: 7-Eleven Chips In On $12M Round (GigaOm)… Forget Tablets. Nokia Has A Bigger Connected Gadget In Mind: The Car (GigaOm)…

DOOH Is Poised to Grow, But Accountability and Collaboration Are Key

Why are so few dollars in media plans allocated to on-the-go media? Primarily because this sector has not provided the basic, traditional tools to the planning community that is expected with all other media types to evaluate, plan, place and track in a standardized way.

With Mobile Growing, WPP Sees Opportunity to Make DOOH Smarter

The agency’s Spafax Networks has announced a new partnership that will bring PlaceIQ’s audience data to its DOOH buying process. Like PlaceIQ’s channel partners in the mobile space, Spafax can use the latitude-longitude data associated with its inventory to target media by audience segments like “middle aged moms” or “business travelers” in vendor and geography.

Hyperlocal Online Ads Are About to Get a Lot Bigger — Billboard-Sized

The next time you are in your doctor’s office, at the mall or at the local sports arena, the ad that you see on a plasma TV display or a digital kiosk could have been purchased and placed there using the same type of system advertisers are using today to buy and place online display ads…

Where Hyperlocal Meets Digital-Out-Of-Home

The digital out-of-home advertising sector — all those networked screens you see on top of gas pump tops and in elevators, 7-11s, waiting rooms and the back seats of taxis — couldn’t be happier about the rise in popularity of location apps and daily deal coupons. Finally the hyperlocal targeting that is a part of what these networks of screens can do has some consumer-driven energy and contextual relevance behind it…