The importance of market rides, DOOH Academy drops a new course, a pause on political advertising, DPAA study shows growth for DOOH and the importance of anamorphic advertising. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending July 20, 2024.
1.“…I Should Have Rode The Boards”
Too many out-of-home buyers don’t take a market ride of the OOH Campaign they are buying. And too many out-of-home sellers say they made the offer and it’s the buyer’s fault for declining the ride.
‘Buyer Beware’ should never be an accepted warning or theme for Outdoor Advertising at any level, in any instance, for any company.
B.B.’s Take: This story created quite a response in comments and reads. with all the automation in place today one would think there would be a solution beyond a physical presence in the market. To date there is not. RIDE the billboards ‘pre’ and post installation.
2. DOOH Academy’s Billboard Operators Guide to Digital & Programmatic Certification Course
DOOH Academy has launched a certification course, The Billboard Operators Guide to Digital & Programmatic.
This online certification course helps independent billboard operators understand how to get started with programmatic advertising and maximize their revenue growth using pDOOH. It is designed especially for them and taught through interviews with 14 industry experts.
B.B.’s Take: No one should ever stop learning. This knowledge makes sense for everyone to participate. A solid refresher on how everything works. Do us at OOH Today a ‘big solid‘ — Use code OOHToday20 to save 20% on the cost of any course.
3. PA Shooting | Political Advertising
Last week, an assassination attempt on former President Trump led to a pause in political advertising (The Hill). According to a letter from OAAA, the extent of the pause is ambiguous. The OAAA recommended that member companies consider contacting and working closely with their political advertising clients to assess current OOH ad buys.
OOH Today asked the OAAA follow-up questions, including whether they recommend a pause in OOH advertising, whether there is a plan to create a political campaign calling for cooler heads in politics, and what the response to their email has been so far.
B.B.’s Take: We would like to hear from you. Did you pause? Has the assassination attempt changed your OOH political advertising?
4. DPAA Study Outlines Trends And Growth Opportunities For U.S. Digital Out-Of-Home Market, With 96% Of Marketers And Agencies Planning To Increase Or Maintain Spending In The Next 12 Months
DPAA has revealed a new study, “DPAA 2024 Omnichannel Decision-Makers Study”, which was conducted by Advertiser Perceptions and sponsored by Kochava.
According to the study, eight in 10 respondents will recommend DOOH to be part of their media plans over the next year and 96% of Marketers and Agencies plan to increase or maintain DOOH spending in the next year.
DOOH is increasingly considered digital video and considered a part of omnichannel video campaigns and an extension of TV/video planning.
B.B.’s Take: Read the study. Share it with prospects and clients. Thank the DPAA.
5. The Anamorphic Advantage in Out of Home Advertising
3D Anamorphic out of home (OOH) design is among the latest innovations captivating audiences worldwide. This article by Lina Maggi of BCN Visuals describes how 3D anamorphic designs engage viewers.
Anamorphic designs are optical illusions that make 2D images appear 3D when viewed from a specific angle. When appropriately executed, they blur the lines between the digital and physical worlds.
The primary advantage of anamorphic designs in OOH is their ability to capture attention and create memorable visual experiences without additional equipment. Anamorphic design in OOH represents a significant advancement in the advertising industry. OOH screens, and venues are upgrading their displays by converting static printed signage to state-of-the-art full-motion digital screens. BCN is an advertiser with OOH Today.
B.B.’s Take: Get a decisive edge in your creative use the next generation of OOH advertising. Use anamorphic 3D design. Talk to BCN Visuals about the opportunities.