OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
MRC CEO Explains Reasoning Behind Phase 1 of OOH Measurement
Media Rating Council CEO and Executive Director George Ivie responded to criticism over the MRC’s initial phase of OOH measurement, explaining the need to start with the lowest common denominator: impressions.
Phase two, which will look at audience measurement, will start in two weeks and may produce a draft in a year.
“I’m not going to underestimate that timeframe, because in the out-of-home space, getting general agreement is really difficult,” Ivie said. “On a scale of 1 to 10 difficulty, it’s like an 8.5. It’s really hard. A lot of people in the out-of-home industry don’t agree on some of these approaches. That’s why the first phase took five years. The second phase will be a lot quicker than that.
Read the full story in MediaPost.
Skyscanner Trolls NBA Fans with OOH Stunt
Skyscanner cheekily teased sports fans last week with a contextually clever ad in Los Angeles. The global travel comparison app bought a 100 ft billboard outside the Crypto.com Arena which read: “Dallas to Cancun. For great flights to Cancun, visit Skyscanner.” ahead of the playoff game between The Dallas Mavericks and the LA Clippers. The message referenced the beloved NBA meme of players departing for Cancun following playoff elimination.
The ad spurred social media buzz, fueling 3.5 million impressions on X (Twitter) alone within 24 hours, Skyscanner estimates.
Did they now? Well I hope the bear sees it. #MFFL #OneForDallas pic.twitter.com/mxucNQSuE1
— Checking (@checkdgafmeter) May 1, 2024
Is This the Summer of OOH?
With festivals, sporting events, and plenty of shopping opportunities on the horizon, this summer presents a prime opportunity for brands to capitalize on the real-world power of OOH advertising, according to Lucy Cutter at Kinetic (also known as GroupM OOH). By embracing the human desire for social connection and experiential engagement, brands can forge meaningful connections with consumers and elevate their brand presence in physical locations.
Read the full story on The Drum.
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