NYCU: Out-of-Home Becomes Digital
Please log-in using the log-in icon 
on the upper right of the web site or create an account to view this page.
on the upper right of the web site or create an account to view this page.
OOH
Out-of-Home Gives ESPN’s College Football Coverage a 10% Lift via AdAge
ESPN became the first television network to negotiate for the inclusion of out-of-home deliveries in its deals with advertisers. The initial batch of Nielsen data suggests that viewing in bars, gyms, and other public venues is winning back a not-insignificant volume of “lost” impressions.
According to Nielsen’s newly-processed out-of-home data, ESPN in October enjoyed a 7% lift in its overall deliveries among adults 18-49 and 25-54, thanks to concentrated viewing by the nation’s gym rats, bar flies and other sports fans watching from beyond the bounds of their own living rooms. College football saw the biggest out-of-home lift in the key sales demos, as deliveries for adults 18-49/25-54 were up 9% compared to ESPN’s linear TV ratings.
“Five Steps to Measuring Your Social Media ROI” and “Shoppers Take to In-store Video Ads”
From Ad Age – “Five Steps to Measuring Your Social Media ROI”
Numerous surveys among marketers have revealed that demonstrating social media ROI has been a challenge.
Metrics can vary, e.g. fans, followers, retweets, shares, traffic, referrals.
The author offers five steps to better measure the effectiveness of social media efforts:
http://adage.com/article/digitalnext/steps-measuring-social-media-roi/303730/
From VentureBeat – “Shoppers Take to In-store Video Ads”
Research into Digital OOH has been expanding. Eye-tracking software and scanning technology now make it possible for marketers to see what kinds of ads people are watching and which parts of the screen they view.
Millward Brown conducted a study last month, among the notable findings:
Checkout lines are the most hated part of shopping.
Most customers are interested in watching screens.
Nearly half of customers are more likely to shop at stores with screens.
See more » http://venturebeat.com/2016/04/17/study-shoppers-take-to-in-store-video-ads/
TARGETING
Conference Paper – “Out of Home Advertising at Scale” – IRI
IRI had already collected empirical metadata that indicated significant underestimation of OOH impacts, especially for retail and consumer goods (both CPG and durable).
We now have leveraged a trade-area based approach to more accurately measure OOH by making the distance from OOH location to point-of-sale.
In order to understand how this localized impact model performs vs. the industry standard Market-level model, we ran a side-by-side comparison of both approaches across a cross-section of brands representing multiple categories including Beverages, Home Care, Snacks and Personal Care. Results will be presented at the ARF conference.
From Adweek: Article in the News – “Twitter Is Making It Easier for Big Brands to Target Smaller Groups”
Twitter is adding sublayers to ad campaigns. The goal is to make it easier for larger brands to better target and monitor advertising on their platform.
Twitter product marketing manager Andrea Hoffman wrote, “One campaign can have many ad groups, and an ad group can have many targeting criteria and creatives. This level of granular control helps advertisers improve how they measure results, set promotion schedules, test different audiences, and identify which Tweets work best.”
Traditional Out-of-Home Media Continues Growth
In contrast to the OOH advertising revenue growth, statistics from Kantar Media reveal that total ad spending in the United States was down almost 7% for the quarter, and OOH and local radio are the only traditional media with significant growth.
In this Research Brief From the Center for Media Research, Jack Loechner provides a ranking of top OOH advertisers, based on their spending, as released by the OAAA. This ranking includes:
-McDonald’s
-Apple
-Metro PCS
-Warner Bros Pictures
-Geico
The article includes this quote by Stephen Freitas, OAAA Chief Marketing Officer, “…the most significant trend in advertising today is the shift to digital… this hasn’t impacted OOH the way it has other traditional media, because OOH complements… digital marketing… especially mobile… the fastest growing of all digital platforms… ”
See all 5 Cups articles.
For more on this topic, check out the Media Tab in Morning Coffee.
10 Amazing Out-of-Home Campaigns
The large quantity of ads in urban environments can be challenging for marketers. However, the creative out-of-home advertising demonstrated by the brands highlighted in this article enables them to stand out.
The author’s favorite out-of-home campaign discussed in this Designer Daily article is a Simpsons movie ad that appeared at the bottom of an escalator when the movie was released.
Additional campaigns noted by the author:
- A bus stop campaign by IKEA
- An IWC Schaffhausen bus campaign
- A giant Mars truck ad
- A KitKat bench
- A Sprite shower
- A Law & Order billboard
- A Nike bench
- Durex XXL public restroom ad
- Superman elevator ad
See all 5 Cups articles.