A weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB for the week ending July 6, 2024.
1. Great Outdoors Colorado’s (GOCO) Generation Wild
Sukle Advertising & Design recently launched its latest campaign for Great Outdoors Colorado’s (GOCO) Generation Wild movement to help get more bees and kids outside. The creative design mimics the campaign’s product. 100,000 Wildflowers (TM) native to Colorado are being distributed to children throughout the state to encourage them to get outside.
B.B.’s Take: Sukle saving the bees with billboards. Clearly both can exist and thrive together.
2. Out Of Home Growing Driver of ROI in Media Mix
Advertisers are shifting their spends towards OOH to grow mass audience reach according to research from oOh!media in Sydney. Brands that allocate proportionally more of their budget to OOH achieve a +17% stronger ROI. OOH delivers the strongest returns when used as part of a media mix that includes TV and digital. In that case it can deliver a 27% higher ROI than TV alone.
B.B.’s Take: Similar data and results has been shared via research for over 40 years. OOH significantly enhancing the Media Mix is nothing new. It is, a well known and universally understood conclusion. Though ‘new research’ may not be new to most, it bears retesting, reproving and republishing for the next generation. Thanks oOh!media.
3. In The Heart Of Texas —Austin’s 1st OOH Social
Lina Maggi, SVP of Partnerships at BCN Visuals, decided to host an OOH social in Austin, Texas, after moving there earlier this year. While major markets like LA, NYC, and Chicago have had OOH socials over the years, many workers are now remote and have relocated across the country. Austin seems to be a major market as a central hub between New York and Los Angeles. This could be one reason why the 50-person event included about a third flying in from other markets.
B.B.’s Take: We understand from emails a few of you were unaware of the Austin OOH Social. We recommend reaching out to Lina Maggi and let her know you would like to attend the next. We will also do our best in sharing advance notice when the next is scheduled and let everyone know via the Industry’s #1 read OOH Newsletter. Stay tuned.
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