How OOH advertising is moving beyond awareness
Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.
Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.
While out-of-home advertising can have an impact on long-term metrics like brand awareness, new research finds it can also trigger short-term consumer behaviour and drive new customers to engage with brands on their smartphone.
Out-of-home advertising has seen huge growth in 2015, prompting a rise in spend in the channel, and its evolution is set to continue as the industry rolls out automated buying next year.
Charity Missing People helps to find more than 2,000 vulnerable children and adults each year. Ross Miller, director of fundraising and communications, shares his insights on programmatic out-of-home advertising and reveals Pokémon Go could be the next tool in the search for those who go missing.
The owner of fashion brands Simply Be and JD Williams plans to significantly scale marketing spend over the next year in a bid to build its brand.
A new report from the DMA sheds light on how marketers are measuring marketing effectiveness, revealing a misplaced focus on campaign metrics but improvements elsewhere.
AI’s strength is automating high-volume, short-term marketing activity, which means social media could become a cesspool of synthetic content.
The premium athleticwear label has been investing in brand building to boost awareness and customer acquisition, as it eyes improvements to its speed-to-market.