Outdoor & OOH

Article • WARC Best Practice, February 2020

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2019

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

What we know about Out of Home audiences

Article • WARC Best Practice, September 2019

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

How out-of-home can deliver cut-through in the attention economy

Article • Steve Payne, WARC Best Practice, December, 2018

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

How to plan an effective outdoor campaign

Article • Tony Regan, WARC Best Practice, July 2018

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Re-imagining OOH as a hyper-local medium

Opinion • Alex Brownsell, July 2020

To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.

Communications in the post-lockdown landscape: New rules for media strategy and planning

Article • Toby Roberts and Clare Chapman, Research on WARC, June 2020

Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.

Brand safety: A playbook for marketers

Article • GroupM, Research on WARC, June 2020

Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.

Hot Octopuss: Show Stigma the Finger

Case Study • SABRE Awards, Gold, North America, 2020

Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.

As we look to re-opening OOH takes on a new role

News • 28 May 2020

In anticipation of a lift in movement restrictions, and the excitement people are feeling to be outdoors again, brands will need to pay as much if not more attention to their OOH activity than before.

The healing power of OOH

Article • Claire Kimber, WARC COVID-19 Series, May 2020

Examines the future role of out-of-home media in the wake of the coronavirus pandemic.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC COVID-19 Series, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Al Arabia: Be A Man

Case Study • Sanjay Kumar, Carl Bou Abdallah, WARC Awards, Entrant, Effective Content Strategy, 2020

Al Arabia for Outdoor Advertising, a Saudi outdoor company, used the issue of prostate cancer screening to grab the attention of decision makers in areas of business expansion.

Mastercard: Start More First Times

Case Study • Tahaab Rais, Prabhakar Iyer, WARC Awards, Entrant, Effective Content Strategy, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Manyavar: Reaching Millions Out There

Case Study • Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020

Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.

Dubai Media City: The Most Viewed Billboard in the Middle East

Case Study • Tahaab Rais, Saad Yusuf, WARC Awards, Entrant, Effective Content Strategy, 2020

United Arab Emerite business real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing.

UNICEF: Backpack Graveyard

Case Study • Angus Ingham, Carolina Lahoud Doumet, WARC Awards, Entrant, Effective Innovation, 2020

The United Nations Children's Fund used an installation at the North American UN Headquarters to drive awareness and engagement globally.

Change The Ref: Fearful Girl

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Entrant, Effective Social Strategy, 2020

Non-profit gun safety organisation Change The Ref created an on-ground stunt using Wall Street's Fearless Girl to make the gun-control conversation top of mind in the days leading up to the US midterm elections.

OAAA: 2019 megabrands

Article • OAAA, Research on WARC, April 2020

Looks at the the top 10 OOH revenue categories by quarter and full year 2019.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

The COVID-19 crisis is shifting how Australian marketers think about media

Article • Josie Tutty, WARC COVID-19 Series, April 2020

A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.

Xbox: Visit Xbox – the Birth of Gaming Tourism

Case Study • James Appleby, Karen Crum, WARC Awards, Gold and Channel Innovation Award, Effective Innovation, 2020

Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.