OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
Giant Gisele Takes Over London Skyline
Last Wednesday, Londoners were treated to 33-foot holograms of supermodel Gisele Bündchen and South Korean actor Lee Min-ho near the Tower Bridge as part of Boss’s Spring/Summer 2024 campaign.
“Every season, we want to do something bold and impactful and disruptive,” said Nadia Kokni, SVP of global marketing and brand communications at parent company Hugo Boss. “We were thinking about what we can do to disrupt the scroll and change the story a bit. Holograms make you do a double take; it’s familiar but a little disconcerting.”
@boss Huge holograms of BOSSes #GiseleBundchen and #LeeMinho cause a stir in London ✨ #BeYourOwnBOSS ♬ original sound – BOSS
Read the full story in Vogue Business.
Exploring the Effectiveness of Workplace Screens
Google ChromeOS and ScreenCloud recently teamed up to commission research that explores the effectiveness of employee-facing screens, surveying 2,400 decision-makers and deskless workers across the UK and US. The findings: Eight in 10 had a positive perception of the workplace screens and six in 10 said the info on the screens helped them become more productive. However, practically every company faced issues during rollout and throughout continuous usage.
Read the full story at ScreenCloud.com.
US Programmatic OOH Trends Report
The latest edition of the Place Exchange Programmatic OOH Trends Report provides a snapshot of select US programmatic OOH spending patterns within the Place Exchange platform. In H2 2023, Billboards remained the single largest asset category by spend at 38%; the total number of programmatic OOH screens increased by 32%; and the average CPM for programmatic OOH inventory was $7.24.
Read the full report at PlaceExchange.com.
Why We’ve Been Doing Test-and-Learn Wrong
Bicycle Media Science & Strategy Director Aidan Mark explores why test-and-learn initiatives are more like “do something and see what happens.”
“It is no more scientific than primitive man dancing for rain and believing that this played an active role in bringing the rains that came afterwards.”
For evidence-based best practice, Mark recommends brands employ measurement tools such as media mix modelling, incremental lift measurement, brand tracking, customer surveys and attribution data. When the results of these measurement methods match up, we can have confidence in their findings.
Read the full story in the Media Leader.
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