Tom Goddard’s 10 commandments for growing OOH, OOHMAA’s Q3 Speccies winners, and a global campaign with great creative. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending November 9, 2024.
1. Classic OOH Needs To Step Up
WOO President Tom Goddard says static OOH needs to step up its game. Though classic delivers 90% reach of all adults in a week and is 1/5th the cost of DOOH, it only accounts for 60% of revenue.
Goddard said that OOH is doing well globally, now accounting for more than 5% of global ad spend. Goddard unveiled his “Ten Commandments for OOH Growth,” which includes more digitization, increasing use of automation and AI technology, repositioning classic OOH and more.
B.B.’s Take: Interesting ‘TEN’ by WOO’s Goddard here. Commandments? That’s a relatively strong word for ordering the industry to act. Biblically a commandment is a ‘divine rule’. Ten divine rules for OOH Growth? Rules? Orders? Commandments? What is your take on these ‘ten’? I’ll go first. I can only see one which works as a commandment or candidly as a strong suggestion; ‘Measure all formats in all markets’. The others, don’t fit for me as a suggestion or recommendation, let alone a commandment. What’s your ‘Ten” for OOH Growth?
2. OOHMAA Announces Q3 ‘The Speccies’ Winners
The winners of the Q3 “Speccies” have been announced. OOHMAA celebrates the best of Aoteaora’s Out of Home advertising by awarding standout campaigns. The winners came from a variety of categories, including Best Use of Technology, ‘Be Seen’, and Best Use of Channel. The campaigns dazzled audiences through bold creativity, and showed a deep understanding of how to get the most out of OOH.
B.B.’s Take: No one organization or Country has the outright winning design or best solution to great OOH creative. It can come from nearly anywhere. We welcome, encourage and typically publish OOH Creative submitted to OOH Today. Creative, being one of the absolute top reasons why an OOH execution works, great or otherwise drives attention and action.
3.“Go Where Dollars Won’t” —Gemini’s 2,794 OOH Placements
Gemini launched a global OOH campaign last week in New York, Los Angeles, Miami, Dallas, and London. The campaign launch has a whopping 2,794 ad placements and is the first of a series of activations planned for major cities around the world.
The campaign aims to give consumers a glimpse of a future with crypto at its core. it was created in partnership with Tombras and Quan Media Group. The creative features scenes from the future drawn by Matt Griffin, who has worked on Dune, Dune 2 and Star Wars.
B.B.’s Take: We just love, love, love, the creative with the ‘Martian Safari’ with the Wooly Mammoth’s and how the oranges, reds, yellows, and the entire hues of the creative’s colors take over the environment where the digitals are located. The Penn Station and NYC Subway digitals’ dominate in both signage and reflect through out the area it shows to. Stellar execution of color beyond the actual superb designs characterizing the future of Crypto.
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