Bad actor in OOH, Moderation Needed, Adquick’s New CEO and more. A weekly recap of the top OOH stories you missed may have, along with colorful commentary from BB for week ending June 1, 2024.
1. Is There a Killer Among Us or an Irresponsible Bad Actor?
On the eve of the 2024 OOH Media Conference, police were called in response to an alleged LinkedIn post that arguably intimated a potential violent killing threat. OAAA executives handled the potential threat with commendable poise and responsibility, ensuring the success of this year’s OOH event despite the looming fear they undoubtedly felt. Read the article to see the statement from police and for more details on this incident.
B.B.’s Take: This is real simple; violence or the threat of violence cannot be tolerated. Any defense is ignorant and unacceptable. Bad actors and those who support them and their threats, should never be tolerated. Surely their is no place in the OOH Industry for any of them.
2. Moderation Guidelines Needed for OOH
About a month ago, OOH Today reported on digital billboards in Michigan displaying hate speech. Despite quick removal, the incident raises questions about the effectiveness of current filtering methods. Various OOH companies use different moderation techniques. But this issue of industry self-regulation and technology in moderating content deserves thorough discussion and development to ensure consistent standards and public trust.
With different companies using different tactics to prevent hate speech, how can we, as an industry, ensure brand safety and protect each other? Without common standards, guidelines, and measures, how can the OOH industry expect to gain a larger share of ad spend?
B.B.’s Take: I have spoken to 2 of the non profit associations regarding setting Industry standards and guidelines. I am happy to share they have indicated they are working on it. With the latest round of ‘offensive creative’ which most recently reached the streets, making it past the detection of ‘filters’ (i.e. employees whose job it is to catch it) the time is right now for the Industry to self regulate, placing guidelines and standards in explicit language.
3. New CEO at AdQuick
B.B.’s Take: I had an informative and positive conversation with Gadek before he was named the new CEO months ago and again for over an hour just last week. He is a well prepared, buttoned down and very smart individual. The task he is undertaking is a large one in moving AdQuick to the next level. And AdQuick shares the same monkey on their back as all of the others in they must get to that next level of software and most importantly, significant profitability. Despite his lack of an OOH background, which puts him in the same position as any of the other ‘leaders’ in the planning and placement platforms (programmatic), from my perspective he the right person for the task. It will be very difficult. We wish him well.
4. Art Takeover of 3D Anamorphic Billboard
The largest outdoor animated site in Australia, the Bourke Street 3DA billboard, is featuring new digital artwork by Gumatj artist and filmmaker, Gutiŋarra Yunupiŋu from The Mulka Project for one week through a new National Gallery and oOh!media partnership. The two-minute artwork will feature on the billboard hourly June 3rd-9th.
The Mulka Project is a collective of Yolŋu digital artists. Gutiŋarra Yunupiŋu has crafted a new 3D digital artwork that incorporates his clan’s designs, totems, and his cultural Yolŋu sign language to communicate their intrinsic connection.
B.B.’s Take: 3D anamorphic creative continues to enjoy limited yet successful acceptance in OOH creative. We look forward to seeing this in full feature display via a video.
5. Billboards Across the Country as Gatorade Returns with ‘Is it in You?’ Campaign
Gatorade is returning with its iconic 90s and 00s tagline “Is It in You”, with the largest campaign in the brand’s history. The concept of “IT”, the inner drive that fueled greatness, is being brought to a new generation with a modern twist. They want to keep Gen Z athletes in the game. Those who stopped playing sports cited it was due to external factors like social pressures rather than something intrinsic.
“With ‘Is It In You?’ in the ’90s, we inspired a generation,” said Michael Jordan, Gatorade’s longest standing athlete partner, six-time NBA Champion, five-time NBA MVP and 14-time NBA All-Star. “The return of ‘Is It In You?’ is another chapter in greatness for Gatorade, a brand that has fueled champions for decades and relentlessly serves athletes on and off the field.”
The campaign will be shown on billboards in cities across the country.
B.B.’s Take: Great campaign takes me back to the days of Nike hitting the streets in the late 80’s, 1987 I believe, with the campaign which had no copy, only the Nike Swoosh and the word Nike. The Nike campaign then as this modern day Gatorade creative, featured the best athletes of the time. Whose running the new Gatorade campaign? Send us some photos please.