Our Audience Measurement series have so far explored how robust OOH systems are built and how different media systems stack up against each other. In our final instalment, we delve into the role of data in planning, buying and reviewing OOH campaigns and…
Traditionally, OOH has been a mass reach medium and its drive-to-store capabilities were less obvious. But this is all changing. As the urban space becomes increasingly digitalised and people’s behaviour evolves, OOH has grown into firm influencer of…
Modern consumers experience an information overload which is probably why storytelling is a more effective form of advertising than functional brand messaging. Discover the key ingredients for storytelling campaigns that prompt a natural, emotional…
The recent Luxe Redux study on Luxury sheds light on the psychology and perceptions of this audience. From aspirational purchases to thrilling experiences, Luxury airport advertising aligns with an image that these shoppers hold of themselves but also…
Magna Global’s Media Economy Report analyses the OOH industry, its trends and its future. The report highlights that unlike most other media, OOH’s market share and its importance in the media mix is growing. Here we give a bite-sized summary of…
Despite online’s dominance in the media landscape, marketers question its transparency, ad delivery and effectiveness. Meanwhile, OOH wins their trust for its reach, consistency and its unmatched “reality”. But how do the two perform in terms of…
A new study released by Nielsen shows that OOH is the most effective offline medium in driving online activity. The study reveals that the medium delivers four times more online activity per ad dollar spent than TV, radio and print.
Streaming content has emerged as a big trend in OOH. Digitisation and new possibilities in data integration have opened doors to creative and contextual executions that transform brands from advertisers into social participants. But what makes live…