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.
Marketing fails to address 18.2% socio-economic pay gap
Charlotte RogersWork is urgently needed to address the “unwritten codes” hampering the earning potential of talent from diverse socio-economic backgrounds.
Gender pay gap widens amid crippling cost crisis
Charlotte RogersExclusive Marketing Week data reveals the gender pay gap is growing, as post-pandemic strain and the cost of living crisis take their toll.
Samsung on dialling up its ‘immersive’ focus for post-pandemic retail
Niamh CarrollThe success of retail experiences can’t be judged purely on the number of sales made, says Samsung UK’s marketing and omnichannel director Annika Bizon.
Paperchase’s chief digital officer exits as Tesco acquires brand
Michaela JeffersonSome 75 head office employees have been made redundant, with the full impact on the marketing team yet to be confirmed.