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.
If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
How a Lurpak YouTube ad ranked among the most effective in March
Michaela JeffersonLurpak’s sizzling spot has many of the characteristics that “underpin” creative effective video in a YouTube context, according to the latest The Works study.
Marketoonist on the false choice between brand and performance
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Superdrug freezes more prices to combat rising cost of living
Lucy TesserasThe health and beauty retailer is also launching a campaign with poverty campaigner Jack Monroe to offer customers tips to help keep costs down as hygiene poverty is rising at an “alarming rate”.