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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.