Denim on a Billboard, OMA finalists announced, and more! Here’s a weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB for the week ending April 13, 2024.
1. Laqshya’s Groundbreaking Campaign For The Roadster Life Co
Laqshya Media Group, India’s leading independent, comprehensive marketing communications group, successfully executed an OOH campaign for The Roadster Life Co., a fashion and lifestyle brand. ‘Trends with Benefits’ featured ace stand-up comedian Zakir Khan and Bollywood diva Jacqueline Fernandez.
The campaign featured a 60Ft x 30Ft billboard with a custom mega cutout of Jacqueline Fernandez. The design was extended down the supporting pole using 500 square feet of real denim.
B.B.’s Take: Real denim? Real fabric? What’s the buzz? I am a bit puzzled what the big deal is. Denim fabric or fabric otherwise, has appeared on billboards decades ago. Admittedly I am lost on the significance. Typically the effect of using real fabric on the billboard is one of showy visual with the fabric ‘flowing and blowing in the wind.’
2. Outdoor Media Association Award Finalists
The Outdoor Media Association (OMA) awards are just weeks away! The OMA awards will be held May 2, 2024 at the Pearl Ballroom, Crown Sydney. Every year the awards shine a spotlight on those who have tirelessly pushed the boundaries of OOH advertising. This year, the OMA introduced two new award categories, ‘Excellence in Design and Construction’ and ‘Excellence in Field Work and Work Health and Safety.’ The judging panel which included Independent Chairman Charles Parry-Okeden, Steve O’Connor from JCDecaux, Adam Cadwallader from Motio, Laura Hall from Helio, Sara Lappage from QMS, Dee Madigan from Campaign Edge released their list of finalists last week.
B.B.’s Take: Outstanding creative out of Australia. Great creative is great creative whether OOH or otherwise. And as much as we like to think in the U.S. we invented OOH and know it better than anyone else. That’s not true. Much can be learned from other countries.
3. Navigating OOH Media Measurement
Geopath’s Scott Fiaschetti and Brian Schopper will cover essential aspects of media measurement and describe how to empower clients with a deeper understanding of OOH in an upcoming session. They will discuss the questions and considerations that may come to mind during the buying/selling process and how you can utilize data to answer them, including how to identify and select the “right” OOH units for a campaign, whether you should use total or target impressions as your guideline, what is an index, and more.
B.B.’s Take: Make sure to attend this training session with Geopath. With all the ‘ for profit others’ out in the market place spending significant resources to turn the Industry away from Geopath, to those ‘others’ self proclaimed better measurement, it is very important to know the full story and understanding of what is going on. There is only one place where one hears the three letters ‘MRC ‘ in the same breath as OOH. Ask yourself, Why is that? Be very careful. Be very, very, very careful.
4. MediaChoice Enters The Metroplex With Acquisition Of Boulevard Media Company – Dallas
MediaChoice acquired digital out-of-home (OOH) assets in Arlington, Texas, from Boulevard Media Company (“Boulevard”). MediaChoice is a privately owned independent OOH media company with over 1200 active sign faces throughout Texas and strategically located in Chicago, Nashville, Missouri, Oklahoma, and Louisiana. Boulevard owns and operates a dynamic asset base in its home market of Phoenix and digital coverage in Oklahoma City.
“The DFW metroplex has a thriving business environment and securing four digital faces on I-30 in Arlington provides an excellent flagship for future growth in the market,” said Katheryn Huynh, MediaChoice CFO.
B.B.’s Take: Max Drachman and team inside another OOH transaction. MH just completed a deal in Texas and now this one with Media Choice. What’s going to happen between MH and Media Choice? Are these growing into some big players down in Texas? Texas inventory is still hot particularly in the larger metroplexes and of course the ever underbuilt and highly demanded Austin. More to come; deep in the heart of Texas.
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