Catalina Partners with PlaceIQ to Connect Omnichannel with OOH

A new partnership between the shopper intelligence provider Catalina and the data provider PlaceIQ could have a major impact on the way multi-location brands run optimized OOH campaigns in the coming years.

KEVANI, Taking Localized Approach to OOH, Announces New LA Property

When it comes to out-of-home advertising, one creative strategy does not fit all markets. That has been a guiding principle at KEVANI, an OOH firm that’s taking a community-driven approach to digital billboard advertising. The company specializes in full motion digital and premium static assets in California, with the understanding that national advertisers see the greatest results when they embrace the personalities of the neighborhoods where their displays are located.

OOH Advertising Strategy is Evolving with Measurement Advances

OOH may appear to be the antithesis of the efficiency- and measurement-obsessed norms of the digital advertising era: one-to-many and not easily attributable. But the channel is evolving, becoming easier to measure and to strategize around thanks to technical breakthroughs.

The Great Re-Opening Calls for a Great Re-Think of Your Media Mix

Brands can re-plan their media mix and use intelligent out-of-home to deliver on the same goals that they used CTV, and frankly all digital for: brand awareness, engagement, and response. Here are some tips for marketers rethinking their media plans amid the return to the great outdoors.

Survey: Retail Loyalty Strengthened Among Millennials Post-Pandemic

Brand loyalty is changing, and it might not necessarily be for the worst. Despite dire predictions earlier in the pandemic that consumers would be more likely to opt for alternative brands, a new survey by the location intelligence firm Ubimo paints a very different picture.

LBMA: Moving Walls Ties OOH to Local, Targeted Offers

In this episode of Location Weekly, the Location-Based Marketing Association covers Hallmark printing custom messages in cards and mailing them out, Moving Walls tying OOH to local targeted offers, Nexyad and HERE teaming up for next-gen vehicle safety service, and U-Blox launching its PointPerfect location service.

Hot Vax Summer Means It’s Prime Time for DOOH

With consumers set for a summer of supercharged spending, advertisers are looking to digital out-of-home (DOOH) advertising to push their brands in front of people enjoying their newfound freedom out of the house.

Firefly Launches StreetIQ Platform with Puma Campaign

The Location-Based Marketing Association covers Firefly launching its Street.IQ platform with a Puma campaign, putting automobile advertising into action.

DOOH Growth Trajectory in 2021

After a year spending a great deal of time at home and on screens, people want to get outside—making digital out-of-home (DOOH) a huge opportunity this year.

Brands Shift OOH Ad Strategy on Super Bowl Sunday

Brands will use this unusual Super Bowl to give their 2021 OOH ad strategy a test run. But they’ll also face challenges unprecedented for Super Bowl marketers.

Digital Advertising’s Big Moves in 2021

2020 was a challenging year for digital advertising, and there’s no reason to think 2021 won’t be as well. The industry is facing several issues, including privacy and cookies, ad tech dominance and ad fraud. And they’re all coming to a head now. With that in mind, here are five big moves I anticipate this […]

Digital Advertising in 2021 Will Be Surprisingly Normal

While this year’s advertising headlines were dominated with the doom and gloom of cookie and IDFA elimination, those critical industry-defining decisions will be pushed off, as marketers want to return to normalcy just as badly as consumers do.

Adtech Firms Test New Concept with Autonomous Bot Delivery Campaign

While food delivery platforms like Postmates, DoorDash, and GrubHub have all launched no-contact options, they generally rely on human drivers leaving food on the ground outside people’s front doors. With the health risks and potential for mix-ups, it’s less than ideal.

A better solution might be the one being rolled out by Wrapify. Just this morning, the company announched the launch of a first-of-its-kind campaign that could take autonomous bot delivery to the next level.

How to Maximize the Power of DOOH in the “New Normal”

Now is the time for marketers who have spent the past six months on the sidelines, interpreting the signals buried in data and gathering learnings, to put their messages back out where consumers are active and engaged – increasingly, outside the home. As more digital screens become available, brands and businesses need to keep in mind the particularly timely benefits of digital out-of-home (DOOH) as a way to effectively and efficiently deploy their market spend in our “new normal.”

How Covid-19 Is Speeding Up OOH Advertising’s Digital Transformation

Some OOH media providers have already moved beyond the traditional real estate-based approach in which advertisers focus on a specific region or even choose specific billboard locations. Instead, they are using data and technology to target specific audiences and measure the impact of their campaigns. For the laggards, the pandemic is proving a catalyst for overdue change. Let’s consider why OOH’s audience-based future is closer than ever as well as what is next for the industry’s evolution. 

A Call for Brand Safety: Using OOH to take Ownership of Advertising Environment

Brands today are spending valuable time assessing and understanding the environments in which they exist and the communities they impact. I expect that more brands will turn to OOH as we move closer to the election; it is a one-of-a-kind medium that provides a safe platform to share messaging while fostering conversations and shaping a local environment. 

Most importantly, the tangible IRL impact of OOH provides a level of authenticity that amplifies voice and connects with people as they safely enjoy some much-needed time outside of their homes. 

retail order pickup third-party data

During Covid Shutdowns, Brands Target Audiences with High Intent

With consumer behavior changing quickly, and so much about the future in flux, retailers are working harder to get a complete understanding of their shoppers as they go about their journeys between the digital and physical worlds, says Ubimo Co-Founder Ran Ben-Yair. Strategies specifically designed to target high-intent shoppers are moving into the forefront, as large retail brands come to terms with the unprecedented challenges of this new reality.

‘A Buyer’s Market’: Why OOH Is in Demand During the Pandemic

During a time when many other types of advertising have faltered, out-of-home (OOH) advertising is having a moment. Despite a nationwide pandemic, OOH activations are on the rise. Political spending on OOH media is up 75% compared to the same period in 2018, and direct-to-consumer brands are seeing increases in both aided and unaided brand awareness.

What’s driving the push? According to Quan CEO Brian Rappaport, there’s been a distinct change in consumer traffic patterns since the pandemic began. Brands that are capitalizing on those changes are reaching targeted groups of consumers at “firesale” prices.

Heard on the Street, Episode 53: Pioneering Audio Out-of-Home

We’ve all heard of out-of-home advertising: staples such as billboards and subway ads. Audio is one of the oldest forms of advertising, from terrestrial radio to pandora. Shopper marketing has been around for decades to steer in-store shoppers with last-mile messaging.

These are all common staples of local advertising. But combine them, and you may have something interesting. This combination of OOH, audio, and shopper marketing is what Vibenomics calls audio out-of-home. It gives retailers a way to more intelligently monetize the soundwave inventory in their locations through targeted messaging.

States are Reopening. It’s Time to Start Thinking About OOH Again.

Ultimately, we know that people will go back outside. And they’ve already done so, with the average distance traveled amongst Americans up at least 28% since the first week of April, according to Geopath and Intermx. With more consumers back out on the roads, OOH will rebound to “become more valuable than ever.” Now is the time for agencies and brands to get ahead of competitors, revisit their OOH strategies, and smartly phase them back into plans.

Here are five things to consider.