Creative ideas, women in OOH, corruption in the industry, and news about the Big 3 topped the charts for 2023. Here’s a round-up of the top stories that you cared about from last year:
1. 11 Creative, Unexpected OOH Ideas for 2023 and Beyond
With over 5,300 views, this article compilation of creative executions from March 2023 tops the list. We saw dynamic DOOH executions that could react to changing conditions such as temperature and planes passing by. We were inspired by door knockers shaped like toilets, and light up donuts. Everyone was reminded to take a break when Kitkat intentionally put physical breaks in their advertisements (hammocks, anyone?) that this article performed so well shows how at its heart this format of advertising is also a creative art expression.
2. The Top 24 Women who Drive Growth in Out-of-home 2023
Here is another March 2023 article with over 5,300 all-time views. We annually highlightthe top women driving growth and revenue in the OOH industry in honor of Women’s month and International Women’s Day. As it is stated so well in the article, “Passionate and highly accomplished, all of these women are so much more than just names on a list. They are salespeople, executives, presidents, and all-around luminaries for the industry as a whole. As we read through all of the many achievements on this list, it’s important to remember that diversity is so much more than just checking off a box on a piece of paper. Rather, it’s the driving force of our industry itself: revitalizing old approaches with the awesome power of new perspectives, and ensuring the art of OOH never stays stagnant for long.”
3. Outfront to Operate 9 Billboards at Iconic Times Square via Providence Equity Acquisition
Over 3200 people were curious about Outfront’s new billboards at Times Square. Providence Equity Partners is a private equity firm, which in January 2023 announced it had entered into a 9 decade lease for nine marquee billboards at Time Square. Providence simultaneously entered an operating agreement with Outfront Media, allowing Outfront to operate the billboards on Providence’s behalf. These are some of the most valuable and iconic out-of-home ad spaces in the world with over one million daily ad impressions.
4. Clear Channel Outdoor’s 5th Largest Shareholder Says “SELL!”
In May 2023, Legion Partners, with over 24.5 million shares of Clear Channel Outdoor, wanted to accelerate asset sales and consider selling the entire company. is being leaned on by one of its larger investors (5th largest —over 24.5 MILLION shares), Legion Partners, to accelerate asset sales and consider selling the entire company. We shared a 13D Filing and a letter to the Clear Channel Outdoor Board of Directors from LEgion partners recommending four Strategic Steps. They are: 1. CCO should accelerate the sale process for Europe-North, 2. begin the sales process for Latin America, 3. consider selling select U.S. assets and 4. concurrently CCO should explore a sale of the entire company.
5. World’s Biggest 3D OOH with Maybelline Falsies- Its Mascara
In May 2023, we were obsessed with Maybelline falsies – NO not their famous Faux OOH ads, but a real 3D Out of Home campaign for Maybelline New York Surreal Falsies Mascara. Their surreal advertisement for this campaign was the biggest ever 3D OOH campaign ever run in any market in terms of scale with 3D content running in multiple environments including high streets, shopping malls, and rail stations. The campaign featured a digital avatar named May whose 3D form emerges in three dimensions from the digital screen. Each screen was carefully selected based on its prime viewing angle to make the creative look like it is breaking the boundaries of the screen site, regardless of where a viewer is standing.
6. 5 OOH Targeting Strategies that Break Through the Noise
You can’t ignore OOH. You can’t pay to avoid it. And now, the biggest challenge of OOH advertising (other than measurement) targeting is being overcome. Learn about the two vantages that OOH targeting can be approached from. You can use a technical approach, such as knowing a user’s phone location, which enables personalized and cross-channel marketing using their device and DOOH advertising around them wherever they are. You can also use a more intuitive approach to find and target your audiences. This article teaches you five ways to target OOH audiences.
7. Clear Channel Fire Sale Continues
In July 2023 we were still talking about Clear Channel sales. Clear Channel Outdoor Holdings announced it had entered into “exclusive discussions” to sell its business in France to a Paris-based industrial holding company.
8. Guilty of Fraud!- Three Former Digital OOH Place Based Network Exec’s
In April Rishi Shah, Shradha Agarwal, and Brad Purdy, of Outfront Health were found guilty of multiple counts of fraud for a $1 Billion scheme that defrauded investors and clients, mostly from pharmaceutical companies. Outcome Health was once the leader in healthcare innovation as the largest digital out-of-home network in physician offices and health systems. They claimed over 230,000 healthcare providers nationwide. Then it was found that they were providing inflated ad measurement data, inaccurately verification of ads being run, manipulating 3rd party analyses, and charging for more ad placements than on video screens available.
What do you care about as we move into 2024? What’s not being talked about that should? At OOH today, we believe that all voices, not just the loudest should be heard. What are the trends you want to learn more about in the industry? Let us know in the comments below.