Marketing The Out of Home Brief

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

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en este número

1 min.

Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little.…

3 min.
editor's note

Welcome to the Marketing Out-of-home Brief. It’s the first in a range of special issues we’ll be working on in 2018 and beyond, in addition to our usual print and online body of news, opinion, feature and case study content. This deep dive into the out-of-home media world has made it clear that the sector at large sits poised for rapid change and expansion in the coming months and years. The OOH experts we hear from in this issue live and breathe these changes every day. Some are new players bringing fresh ideas to the game; others have been in the industry for 20 years or more, augmenting their careers’ worth of practical knowledge with cutting edge tech capabilities. Marketers that understand the changes and the new opportunities they present will be…

11 min.
the greater outdoors

“Netflix and Google’s interest is another proof point that OOH makes strong synergies between the consumer out and about and the online/content platform.” In late 2014 a group of advertising’s most influential executives parked themselves around a table with the aim of formulating a plan to make it easier for marketers and agencies to plan, buy and evaluate digital out-of-home (DOOH) media. The group – the members of which included media owners, strategy heads and sales directors – agreed the value presented by screens in lifts and lobbies, large format digital panels, interactive billboards and digital outdoor audience in real time was poorly understood by both agencies and advertisers alike. They vowed to do something about it. With the digital channel still only a couple of years old, their concerns were reflected…

5 min.
this pony has some new tricks

Out-of-home (OOH) advertising is on the precipice of great change. This comes as a result of hundreds of millions of dollars invested in technology by the OOH industry, and now almost 50 percent of revenue comes from digital signs. These signs offer the benefits of being flexible, timely and targeted. More than a one-trick pony, the big, bold, broadcast messages on OOH can now be selected for an exact location, time, and day – the ultimate in targeted advertising. It is estimated that, by 2050, 94 percent of the population will live in urban environments, which will trigger exponential growth in OOH audience numbers. The potential of digital technology and an increasing audience stimulate new thinking and discourse around creativity and measurement. Capturing audience data to provide accurate and transparent reporting…

3 min.
a look outside

CREATIVITY COUNTS WHAT WORKS IN THE BEST-PERFORMING OOH CREATIVE? SIMPLICITY ● Busy creative that has more than five components tends to underperform. ● Since pieces of OOH creative enjoy only a short time-frame of engagement, creative must be simple and easy to understand. LAYOUT ● Landscape creatives are read from left to right and portrait from top to bottom. ● Strategically position creative elements to divert attention to more important components. ● Laying out creative elements in sequential order, with no barriers to attention like block messages, better facilitates flow and promotes memory. LOGOS ● Logos are often the weakest link. ● They tend to be small and not fully integrated in the message. ● Outshined by other components, they risk people not linking the creative to the brand. ● Try larger logos, closer to better performing creative elements or using brand colours…

8 min.
brain trust

CHARLOTTE VALENTE New technologies and the constant increase in the quality and quantity of consumer data have created significant new opportunities for advertisers and agencies to make smarter use of both traditional and digital forms of outdoor advertising. As every marketer knows, relevance, impact and creativity are key components to any effective and engaging advertising campaign. The advances in the outdoor industry in recent years have made it easier to achieve all three elements. At the same time, there is a great opportunity to capitalise on the context in which brand messages are viewed, be that the location, the time of day, the day of week or the weather. These simple triggers can generate a significant increase in effectiveness. Let’s take weather as a simple trigger. After the economy, weather is…