OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
Physical Retail Is Prepping for Primetime
Aside from major tentpole events like the Super Bowl, the Olympics, and the Oscars, physical stores are one of the last remaining bastions that can quickly deliver tens of millions of eyeballs. The top U.S. retailers have a unique audience reach of 100 million per month, on par with the top broadcast TV networks.
And unlike social or programmatic, retail ad inventory offers scarcity and brand safety in a premium environment. These branding benefits come with the bonus of contextual relevance and proximity to the point of purchase.
Read the full story in Ad Week.
Birthday Billboards Booming
Billboards celebrating birthdays have proliferated across the country since the pandemic lockdown thanks in part to the availability of digital billboards, which allow for shorter, more affordable ads.
The billboards sometimes go viral online. “It goes crazy on social media because it feels like you made it,” said Jasmine Billions, CEO of Atlanta-based E&J Billboards. “It’s a status thing.”
Read the full story in the Chicago Sun-Times.
Pepsi Marks ‘Thirsty’ Brand Platform with DOOH Installations
In the first major global redesign in 14 years, Pepsi showcased its logo in various iterations over landmarks worldwide: A giant Pepsi rises from the water beside The O2 arena in London. A hot air assembly, forming a giant Pepsi logo, took over skylines in Poland and Vietnam. There are also creative Pepsi displays in Australia, Egypt and Dubai.
“What better way to showcase the brand’s transformation than through these iconic installations,” said Eric Melis, vice president, global brand marketing, carbonated soft drinks, PepsiCo.
Read the full story in MediaPost.
Jumping Headfirst into OOH Advertising
18 months in, Posterscope’s Darcey Griggs shares her experience of working in OOH, outlining the important role university graduates can play in the industry.
“Armed with different experiences, knowledge, and skills, we can influence current practices, preferences, and expectations, and bring a fresh approach to the workplace, with proficiency in the latest digital tools, software, and analytics. We are also likely to push for more eco-friendly materials, energy-efficient technologies, and environmentally conscious advertising solutions to minimize the environmental impact of advertising.”
Billboards Get a Free Ride Along Missouri Roads. It’s Time to Pay Up!
A St. Louis-area attorney makes the case for a tax on billboard to provide MoDOT and construction contractors with much-needed funds to provide the public with better and safer roads.
Read the full story in the Kansas City Star.