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.

Tromp l’oeil

Changi airport with huge mural showing intricate 3 storey facades above actual shops

Wonderful experiential design by Moment Factory at Changi Airport. Something to amuse while you wait in line. Airports are of course, prime real estate in outdoor advertising and you can talk to us about reaching 16 Australian terminals, 17 lounges and 13 cities through oOh! Fly. 9388 7844.

Via.