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.
Alarm bells ring after consumer expectations for 2021 take a dive
Matt BarkerThis month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Premier Inn’s CMO on waking up the ‘dormant’ brand
Sarah VizardCovid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
Unilever ups investment in ‘manpower intensive’ digital marketing
Molly FlemingUnilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.