Day One of OOH, OOH helps find missing child, Screenverse hires DOOH Vet, and LoveHoney circumvents censors.
OOH Today Weekend Update June 29
Day One of OOH, Clear Channel helps find missing child, Screenverse hires DOOH Vet, and LoveHoney circumvents censors. A weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB for the week ending June 29, 2024.
1. Imagine It’s Day One Of OOH Media
This Op-Ed piece from Rick Robinson, CEO of PJX Media asks the OOH industry to imagine a world devoid of billboards and that it is day one for OOH.
“On this “Day One,” there’s no established dogma, no set way of buying or creating. It’s a wild frontier, brimming with limitless potential. Brands firmly know that we, as a species, are visually oriented. They yearn to connect with us on this visceral level. Therefore, OOH becomes more than advertising; it becomes a primal urge, a way to break through the clutter and forge a connection in the shared space we occupy.”
B.B.’s Take: Rick Robinson, paints a masterpiece with this excellent story on OOH. Must read.
2. Missing San Antonio Teen Found Thanks To Billboard Campaign
l’yanna Lee, a missing child, was reunited with her family as a result of the National Missing Children’s Day program sponsored by the San Antonio Police Department, Clear Channel Outdoor, Texas Center for the Missing (TCM), and the National Center for Missing and Exploited Children. Clear Channel Outdoor broadcasted I’yanna’s photo on area digital billboards in both English and Spanish and contributed to l’yanna’s return.
In addition to helping find missing children, in Arizona, Clear Channel Outdoor is donating over 100 billboards to raise awareness of heat relief resources. Starting this week, more than 100 digital billboards across the Valley will display critical local heat relief resources, thanks to a partnership between Maricopa County, Clear Channel Outdoor, the Maricopa Association of Governments and the City of Phoenix.
B.B.’s Take: Great feel good story. But if you’ve been in this space for a few years, no one is surprised at the effectiveness of our medium. Can’t hear this kind of success story enough. Congrats Clear Channel.
3. Screenverse Hires 15 Year OOH Vet Daniel Fleischer
Daniel Fleischer has been appointed as Vice President of Supply Partnerships at Screenverse to foster development and growth of its supply-side ecosystem. Fleischer previously held leadership roles at BroadSign, Ayuda Media Systems, and Blip. He’s been in the OOH industry for more than 15 years in roles including business development, sales, marketing, and operational technology. Though he left the OOH industry for three years, he wanted to return when he gained the opportunity to work at Screenverse.
“I believe Screenverse’s ability to generate impactful revenue for DOOH media networks by consolidating and simplifying access to the complex programmatic ecosystem has unique and important industry value. Coming from a family of educators who instilled in me that the true measure of success is the ability to influence success in others, I couldn’t have found a better group of people who share those values.”
B.B.’s Take: Hire a legitimate veteran of OOH and expect a greater success for your company. This is a smart move by Screenvision. Patience and persistence, are you listening venture capital? might just yield the results everyone is looking for. Congrats Daniel.
4. Lovehoney Unveils Bold ‘Not A Sex Toy’ Campaign
Sexual wellness brand, Lovehoney Australia, has launched an OOH ad campaign they call “Not a Sex Toy.” The ads get around censors by featuring household items that could be used for pleasure. Research shows over 1/3 of Australians use household objects for sexual satisfaction. Spotlighting these everyday products highlights the need for proper, safe, and designed-for-purpose sex toys, telling viewers. “You deserve better,” while bypassing advertising censorship.
B.B.’s Take: “Over 1/3 of Australians use household objects for sexual satisfaction” Really? OK we’ll leave that alone and congratulate the Lovehoney folks for a cleaver campaign that I still would have concerns viewing while walking down the street with my Mom. The saving grace is there are too many words so it is likely no one will really read it and its a message for Whole Foods for fresh veggies.
5. Archer Shows the Sexy Side of OOH Campaign
While Lovehoney creatively gets around censorship, gay and queer-dating app ARCHER is letting its users know they can choose what is censored with their “Solicited Dicks” campaign. The outdoor campaign raises awareness that ARCHER will blur any images that may contain nudity on the app so that users will only see the NSFW pics they want.
B.B.’s Take: Attention grabbing copy searching for the shock value on the streets. Filtering out nudity on the app. Effective campaign? I have my reservations. Would love to see some numbers on results.
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