OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
Ad Price Inflation Continues to Decelerate
Despite improvements in TV, newspaper and magazine prices, the overall cost of U.S. media has declined from a 1.5% inflation rate in 2023 to a 1.4% rate in 2024, with the main drivers being digital and OOH media, though radio has been inching up too, according to just-released Q1 estimates from ECI Media Management.
Read the full story in MediaPost.
Milan Fashion Week DOOH Live Stream in NYC, LA, and London
For 30 minutes last week, Tom Ford’s runway show at Milan Fashion Week was live streamed on four iconic OOH landmarks around the world. The four-screen simulcast, which appeared on the Nasdaq Tower and MiFi in Times Square, The Moxy in LA, and London’s Piccadilly Lights, was a collaboration between Ocean Outdoor and Branded Cities
Read the full story with Ocean Outdoor.
Things are About to Get Weird – Why Advertisers Should Embrace Humor and Surrealism
Dominic Murray, head of innovation at GroupM, believes the return of humor and the emergence of a new surrealist aesthetic will converge even further this year. With its larger-than-life presence and ability to adapt and incorporate new technology, brands willing to experiment in this area will likely find the solution is OOH. The reward for advertisers will be memorable experiences and strong emotional connections with their audience.
Read the full story in Creative Brief.
New JCDecaux Research Underlines the Power of Airport Advertising
JCDecaux has unveiled research executed by Ipsos that shows 77% of flyers have taken at least one action during or after their trip after being exposed to an ad in the airport.
Overall, the volume of business travelers has increased in 2023 compared to 2019 (24% vs 22%) and the typical flyer profile tends to be younger (aged 25-44) and more affluent compared to the general population.
Additionally, 65% of flyers do not pre-plan their purchase at the airport, presenting an opportunity for influence and spontaneous consumption.
Read the full story in The Moodie Davitt Report.
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