Adrian J Cotterill, Editor-in-Chief
Kurt Tingey has joined Color Visión, one of the leading outdoor advertising companies in Central America.
We are told that this strategic addition comes at a crucial moment for Color Visión as the company seeks to expand its presence both in Central America and on the global stage.
Adrian J Cotterill, Editor-in-Chief
Former Splicky UK Sales Director Gordon Bonifacio has joined Displayce as Head of Sales as it opens an overseas office in London.
With a robust background in programmatic sales spanning various digital platforms, Gordon possesses a wealth of expertise in sales strategy, business development, and international expansion, particularly in the UK market.
During hos time at Splicky, Gordon collaborated closely with UK agencies and specialists, leveraging his insights to unlock the full potential of programmatic advertising within the Out-of-Home space. His experience and innovative approach have significantly contributed to his success in driving growth and creating strategic partnerships in the dynamic digital advertising landscape.
Adrian J Cotterill, Editor-in-Chief
Lamar Advertising Company (Nasdaq: LAMR) has announced that the company’s airport advertising team has been awarded a seveb year contract to manage all airport advertising at St. Louis Lambert International Airport, the third largest medium-hub airport in the U.S.
Lamar will completely overhaul existing static advertising displays throughout the airport while upgrading and adding to existing digital inventory.
Adrian J Cotterill, Editor-in-Chief
As part of its global expansion and the consolidation of its operations in Europe, Worldcom OOH has announced the addition of Oliver Ash as the Head of Sales UK and Netherlands for Worldcom OOH at its business center in London.
He will report to Samantha Lambe, Chief Revenue Officer, to support their European development. He joins with extensive experience in media sales, having spent his last years at companies such as ESPN, Last Minute and Perform.
oOh!media has appointed former ASX Group head of human resources, Lisa Green, as chief people and culture officer.
Experienced in leading business transformation initiatives at times of significant growth, Green will head delivery of oOh!’s strategy across its 900 strong team, including key responsibility for oOh!’s values and DEI objectives.
With over 25 years in HR, employee relations and vendor management, she joins after more than eight years at the ASX where she led diversity, learning and development, recruitment, performance management, compensation and benefit structures, HR policies and systems, employee alignment and engagement initiatives.
Lisa also has extensive local and international experience in the financial services sector, holding senior positions with Citigroup, Morgan Stanley and JP Morgan in Sydney and New York.
She will start at oOh! in the new year.
Adrian J Cotterill, Editor-in-Chief
Hivestack has announced the launch of its operations in Sweden. Now for the first time, brands, agencies, omnichannel DSPs and media owners – both in the country and globally – can access the Hivestack platform and suite of solutions to plan, activate, measure and drive revenue from programmatic DOOH campaigns in Sweden.
To coincide with its launch, Hivestack has onboarded several of the market’s leading media owners including Clear Channel Sweden via the Clear Channel LaunchPAD platform, to connect their premium DOOH inventory to a worldwide pool of advertisers in real-time via the Hivestack supply-side platform (SSP). With this expansion into the market, the company has already successfully delivered multiple campaigns from both local partners and outside-in, cross border, business into Sweden. One such example is the recently announced programmatic DOOH campaign for Plantagen, via GroupM Nexus’ Advanced DOOH solution and technology suite – the first programmatic DOOH campaign using dynamic creative optimisation in Sweden.
Adrian J Cotterill, Editor-in-Chief
A new study from Benchmarketing, a division of Omnicom Media Group, found that increasing out of home’s share of media plan allocations leads to increased effectiveness, with measurable impact on sales, brand awareness, consideration, and purchase intent.
The new study commissioned by the Out of Home Advertising Association of America (OAAA) reflects the re-emerging importance of Marketing Mix Modeling (MMM) for brands and advertising agencies to measure and evaluate marketing performance. Due to advancements in machine learning and data analytics, coupled with the ability to factor in variables such as budget spending and economic forces, marketers and advertisers are once again relying on MMM as a tool to measure the impact of a brand’s advertising across various marketing channels.
The new Benchmarketing analysis, which incorporates U.S. brand case studies from the Omnicom network, reaches the same conclusions as previous studies on the value improvement generated by including OOH at significant levels in the media mix.
“Out of home advertising continues to have a significant impact on driving brand perceptions across industries, and as this research suggests outsize returns can be had with just incremental adjustments in spend—especially for automotive, CPG, and grocery retail,” remarked Justin Lewis, Constellation Chair, Co-Founder of Instrument, Stagwell Inc.
The study looked at three product categories: automotive, CPG food, and retail grocery, exploring US ad spend trends across OOH and other media channels, and offering guidelines for allocating media spend levels to optimize improvements in sales and brand metric scores. Key takeaways include:
Automotive
CPG Food
Retail Grocery
Overall, the analysis recommends that marketers and advertisers should start with incremental spending increases in their usage of OOH, rather than making top range optimization changes in existing levels of OOH. To fund the increased OOH spend, the analysis primarily recommends budget shifts away from TV and digital, both of which are over-spent and produce diminishing returns at current levels, as well as print, which often had very small effect in the models.
“This study reaffirms that OOH has higher consumer ad recall than other media and drives more consumer action,” said Anna Bager, President & CEO of OAAA. “The bottom line is there is no other medium that offers effectiveness at a better value. As marketers look to optimize media plans for next year, it’s clear that OOH should receive a higher allocation of the overall budget.”
To review all the findings, visit https://oaaa.org/OAAA-Benchmarketing.
Methodology
This study used Vivvix and SMI as key data sources and examined historical ad spend trends from 2017-2002 as part of the analysis. Hundreds of Omnicom U.S. brand MMMs (market mix models of sales vs media activity by channel) were used to produce anonymized and aggregated results. These results were then utilized to generate product category level response curves. For each product category, response curves were created by media channel to determine optimal media mixes.
The Benchmarketing Modeling OOH Media Effectiveness analysis was sponsored by OAAA and The Foundation for Outdoor Advertising Research and Education (FOARE), a 501 (c) (3) not for profit, charitable organization. Benchmarketing is a UK-based strategic marketing effectiveness consultancy and part of the Omnicom Media Group.
Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire US out of home (OOH) advertising industry, this week announced the winners of its annual OOH Media Plan Awards at the Ad Club’s 16th annual Out-of-Home: Now event in New York. This year’s OOH Media Plan of the Year went to MilkPEP for its “26.2” campaign.
MilkPEP created this powerful, interactive OOH campaign in partnership with GALE and Talon to reposition Milk as a performance drink while celebrating the power and perseverance of female and female-identifying athletes participating in the 2022 New York City Marathon. The four-pronged strategy launched on digital out of home (DOOH) units across NYC’s most popular running routes ahead of the NYC Marathon and featured a QR code that drove consumers to a customized website to learn about the health benefits of milk while also encouraging female runners to register as a Team Milk marathon runner.
In the three days leading up to the marathon, the campaign shifted to a geotargeted delivery at the NYC Marathon Expo to generate awareness and encourage runners to join Team Milk. The expo also featured a Milk photobooth, where runners were invited to snap a photo that would be dynamically inserted into DOOH creative throughout the city. During the race, geotargeting was leveraged to serve ads to runners and spectators of the marathon on race day, and post-race, Milk ran congratulatory messaging along the marathon route.
The OAAA’s OOH Media Plan Awards were created to recognize the essential role media planning plays in the development of successful OOH campaigns. This year’s winners exemplify how the elements of good creative design, thoughtful placement of messages, and proper allocation of budgets unite to produce an outstanding communications strategy.
“MilkPEP’s ‘26.2’ campaign showcased the full potential and effectiveness of OOH advertising,” said Jim Wilson, CEO of Talon America. “The campaign demonstrated meaningful brand impact through powerful storytelling, dynamic digital creative, and innovative experiential elements. Talon is proud to have partnered with GALE and MilkPEP to deliver an inclusive message at the right time and place to drive measurable results among the target audience of female marathoners.”
Other winners include:
Gold Award Winners
General Motors Chevrolet
Dentsu & Commonwealth | McCann
Chevrolet: Data-driven Programmatic for Silverado
MilkPEP
GALE | TALON
Plenty of Fish
OMD Vancouver | 123W | TALON
Williamsburg Tourism Council
NPRP Media
Zola
PJX Media
Zola – Engagement Season & Vendor Marketplace OOH
Silver Award Winners
FBI
Clear Channel Outdoor
Glossier
PJX Media
Match.com
NPRP Media
Nissan Ariya
Omnicom Media Group
Q Mixers
PJX Media
“Our industry continues to expand and innovate, and this year’s winners prove just how efficient, effective, and engaging OOH can be when strategically leveraged,” said Anna Bager, President & CEO, OAAA. “My congratulations to all of the award winners this year for pushing the boundaries, thinking outside the box, and elevating the entire industry.”
Adrian J Cotterill, Editor-in-Chief
What’s Trending, a leading media brand and publisher offering the latest in pop culture and trending news, has teamed up with GSTV, acTVe, Haystack News and ReachTV in the next phase of its ever-growing expansion in digital-out-of-home and free ad-supported streaming TV (FAST TV) distribution.
What’s Trending, founded back in 2011 by tech and innovation expert Shira Lazar, has spent more than a decade on the cutting edge of technology, pro-actively and creatively adapting to consumer needs with a future-forward strategy, while serving as a 24/7 news hub, curating the most viral and shareable content across the digital landscape.
There’s a really strong focus on Retail and Retail Media Networks at our AdTECH: OOH – Europe Conference on Thursday December 7 and with one day remaining until the event itself there are now only a handful of tickets available.
Why not come along and network with…
Alight Media, Art Alliance, AS Watson, Billboard, Broadsign, Dentu Global, Dise, DISPLAYCE, DPAA, First Impression, Global, Google, Hema, IDS MEDIA, JCDecaux, Jumbo Supermarkets, Kinetic WW, Knitting Media, LDSK McKinsey & Company, MediaMarktSaturn, Mereo, New York Pizza NL, Newcraft, Ocean Outdoor Netherlands, OOHTrace, OutMoove, ORB, Prestonwood Trail Holdings, Quividi, revolt, Sage+Archer \ Vistar Media, Schiphol Airport, SPAR, Spotzi, Streaem, Talon, Taptap Digital, Turff, Wahooh Media, Windside digital, WPP and more!
Tickets cost Euro 195 and as usual this truly European event sees attendees from a wide variety of geographies including the Netherlands, Eire, France, Spain, Iceland, Germany, the US, United Kingdom and of course, the North Pole.
The AdTECH: OOH Conference Series is aimed at those already in AdTECH wishing to learn more about the Out of Home Industry, and for those in Out of Home who wish to better understand Automation, Programmatic Buying, Marketplaces, Media Exchanges and Revenue Management.
This full day conference, now in its fifth year, is once again being chaired by LDSK‘s CRO Andy Hamblin. Registration is open here.
The conference takes place at one of our regular venues, namely B. Amsterdam which is conveniently pretty much centrally located between BOTH Amsterdam Centraal (for those like us who wish to arrive by train) and Schiphol Airport.
B. was created back in 2014. It’s an old IBM factory and associated office in the Riekerpolder, whch was emptied and filled with coworking spaces, offices and event rooms. The owners proudly call themselves a city in a building and have added a rooftop restaurant, padel courts, a gym and STACH shops.
#ff Sponsors @livedoohsk @DPAAglobal @Broadsign @KnittingMedia @Screenfeed @SeedoohPlatform @Quividi
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