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.
People who see an OOH campaign are 17% more likely to engage with the brand on their mobile
Jonathan BaconWhile 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.
Outdoor advertising’s digital transformation
Mindi ChahalOut-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.
Real-time outdoor ads are key in search for missing people, says charity comms chief
Maeve HoseaCharity 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 talent pipeline and laying the groundwork: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From getting young people interested in a marketing career to the need to balance brand and performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Nike credits ‘innovation, brand strength and scale’ for DTC success
Manny PhamNike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
‘It’s time to shout about the brand’: How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Consumer confidence dips as ‘cost-of-living crisis’ looms
Manny PhamConsumer confidence has dropped due to concerns about rising tax, food and fuel prices, while the end of the furlough scheme means consumers are “slamming on the breaks” in anticipation of economic hardships.