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ESPN, National Geographic, CCO and DPAA insights of OOH

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Insights impacting OOH.

Four panelists at an event chaired by The Advertising Research Foundation or ARF, shared thoughts on Maximizing OOH.

Discussion centered around raising awareness, improving branding and efficiently capturing the consumer journey in OOH using data, technology and creative.

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Andy Stevens, Clear Channel Outdoor Senior Vice President, Research and Insights.  profiled the synergy between Mobile ads and OOH as a 1+1=3 effect. Providing data demonstrating “a higher lift from people who have seen both the OOH ad and the mobile ad.”  And suggesting, “An integrated media strategy using mobile and OOH, can yield better results overall.”

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ESPN, talking OOH data, chalked up Outdoor Ad exposures as surprisingly pervasive. Christian DeBonville, Director Advertising and Marketing, ESPNspoke to how “the OOH audience is seen throughout the year, throughout the day.”

It’s been a few years since OOH Today has seen any ESPN Outdoor on the streets anywhere.  The last campaign we recall was 2008 and the great Synthetic Turf displays. If you have proof otherwise please send us a photo.  we’ll credit you and share the photo.

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“Powerful creative”, according to Emma Carrasco, Chief Marketing and Communications Officer/Senior Vice President of Global Strategy for National Geographic Society, “plays an important role in OOH effectiveness.”

 

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Barry Frey, President & CEO of the Digital Place Based Advertising Association , DPAA, who just hosted 900 plus attendees in NYC last week at the tremendously informative and successful event DPAA Video Every Where Summit, had this to share.  “OOH is one of the hottest media today.”  Frey cites greater activities out side the home by consumers, less effectiveness inside the home advertising due to fragmentation and an improvement in OOH measurement with digital and mobile.

The full piece is here written by Charlene Weisler at Media VillageMaximizing the Impact of OOH- ESPN, National Geographic, Clear Channel, and Digital Place Based Advertising Association

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