Why retailers are turning shop fronts into high-impact outdoor ads
Shop windows are becoming increasingly valuable marketing assets as brands transform spaces into retail theatre.
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.
How to amplify programmatic’s new role in out-of-home advertising
David BurrowsFollowing the roll-out of programmatic buying in the out-of-home (OOH) space earlier this year, what are the opportunities for brands and who are the early adopters?
TfL: ‘The outdoor industry needs to move from selling space on a wall to selling an audience’
Sarah VizardTransport for London (TfL) hopes its new £1.1bn advertising deal with Exterion can prove a catalyst to transform the ‘outdated’ outdoor advertising market and offer brands new opportunities to engage with its audience.
‘We were digital first responders’: Why Microsoft wants a key role in the post-pandemic recovery
Matt BarkerThe tech giant’s UK CMO Paul Bolt believes future success will be gained by staying “humble” and remaining optimistic about the challenges of a post-pandemic world.
PepsiCo marketing becomes ‘more selective’ with focus on fewer, bigger activities
Sarah VizardPepsiCo may have cut its marketing spend during the coronavirus crisis, but it believes that has led it to “become better” at marketing as it focuses more on activities that generate higher ROI.
Marketoonist on lessons from higher education
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
B2B brands must resist the lurch towards short-termism
David van SchaickThe pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.