OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
Billboards Across Florida Encourage People to ‘Say Gay’
OOH Ad Demand Surges, Especially Among National Advertisers
OOH ad spending continued its post-pandemic surge in Q4 2023, rising 27% over the same quarter in 2022, according to estimates from Guideline. National ad spending expanded at more than twice the rate of local — 50% vs. 24% — while live events experienced the greatest overall growth of any OOH media format, rising 181%.
Read the full story in MediaPost.
From Awareness to Action: How Brands are Shifting Their OOH Advertising Strategies
Brands like Saint James, Dagne Dover, and Coterie are using OOH to not only build brand awareness but also to drive sales at particular events, promote new product launches, and strategically reach decision-makers.
Saint James President and CEO Brad Neumann said the beverage brand is using OOH to influence decision-makers in Austin. “Right now, we’re trying to get into Whole Foods — so I’m taking out a bunch of billboards in the Austin area near their headquarters,” Neumann said, quipping that if a buyer is faced with seeing the brand’s teas daily, “you’re going to return my call.”
Read the full story in ModernRetail.
Broadsign & StackAdapt Team Up to Streamline Political pDOOH Ad Buys
At the dawn of an unprecedented global election year, StackAdapt and Broadsign have launched a new auction package for their ad tech integration that makes it simpler for media buyers to plan and execute political pDOOH campaigns.
Localised political OOH campaign planning is now much more straightforward at a time when local advertising accounts for 85% of OOH political ad spend.
Read the full story in ExchangeWire.