OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1.UK Billboards Serving Up Diet of Junk Food Ads
A UK study found that one in four outdoor ads promote HFSS products—a UK classification for “less healthy” foods that are high in fat, salt, and sugar— that would be banned on TV under the govt’s looming junk food watershed. It also found that more than a third (35%) of schools had at least one HFSS ad within 400m of their gates.
2. Walking Billboards Promote Road Safety in DC
A new StreetSmart campaign in DC is using mobile billboards to raise awareness and reduce traffic deaths among pedestrians and cyclists in the city’s most dangerous corridors.
3. Why Your OOH Brand Lift Results are Statistically Flawed
Shawn Spooner, Global CTO at billups, spells out how traditional OOH measurement techniques often misattribute ad effectiveness by ignoring spatial correlation—leading to inflated or understated campaign results and exposing the industry to statistical pitfalls like P-hacking.
4. Why are OOH Ads Attracting So Few Complaints?
Despite reaching 97% of UK adults weekly, OOH ads accounts for just 2% of complaints. Outsmart explores the reasons behind this incredibly low rate of complaints.