Why big companies are buying outdoor

Quite a thorough look (i.e. long but good) at why Netflix and other large advertisers are prioritising outdoor spends. Summary:

  • Four of the largest 10 outdoor advertisers are now tech firms
  • Factors supporting OOH – no ad skipping/blocking – digital billboards now location and context-sensitive – increasing interactivity (see article for examples)
  • Mobile click-through rates increase 15 percent when supported by OOH ads
  • Outdoor ads were the only traditional media category to show growth this year

England

In the spirit of Telethon:

Sunny Araf’s daughter was born with a heart condition. She had six operations at the Birmingham Children’s Hospital and died before the age of three. Sunny put the last photo taken of him and his daughter on digital outdoor screens across the city, to thank the NHS and the hospital for their work and dedication. Article.

Sunny Araf and one of the outdoor billboards

World Cup tip

Use digital OOH for maximum creative flexibility. Here is the static site Samsung bought at Frankfurt airport:

German team on outdoor ad at airport

Not that there’s anything wrong with a picture of the German soccer team.

Speaking of airports, you can now buy Qantas inflight entertainment advertising in addition to oOh!Fly airport inventory by calling the office on Alexander Bell’s Talking Machine; 9388 7844.

Elder Street

Bankwest outdoor sign: We're a fan of everything

Latest:  oOh!’s newest digital billboard in the Perth CBD. Now over 260 screens across Australia. This large format site is oOh!’s third in the CBD. It really re-enforces their OOH pre-eminence in Perth. Elder St is west facing and captures east bound traffic from Subiaco and West Perth on to the Freeway South entrance, as well as Elder St traffic heading towards St George’s Terrace. oOh!’s network continues to expand nationally, in retail centres, airports, office towers, cafés, gyms, venues and universities.

Real time traffic data that makes a point

Everyone in New York thinks that it’s quicker to go to JFK than EWR (Newark Liberty International Airport) but it ain’t the case. United wanted people to choose EWR, its New Jersey hub, so they sent real time traffic data to digital displays on New York taxis, which of course is how lots of people get to the airport.

Taxi sign: Here to JFK 1:30 Here to EWR 0:44

Real time traffic data is of intense interest to drivers. The Australian Traffic Network is real time on mainstream radio and TV. Call us on 9388 7844 to brainstorm or for rates. Here’s the full case study on the NY outdoor campaign; includes video.