Wunderman goes OOH to find homes for rescue pets | Australia says thank you with Times Square billboard | Bloomberg political billboards target President Trump
February 25, 2020
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Wunderman goes OOH to find homes for rescue pets
(Christopher Furlong/Getty Images)
Wunderman Thompson created an out of home campaign for the Ad Council's Shelter Pet Adoption project with Maddie's Fund and the Humane Society of the United States, which featured interactive screens at malls in California and Delaware. People swipe right or left on images of cats and dogs needing homes at nearby shelters and use QR codes to find out more about animals they might consider for adoption.
Full Story: MediaPost Communications (2/20) 
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Digital media measurement beyond ad verification
It's critical to get ad verification right, but there is more to digital success than valid, viewable, and brand safety metrics. Advertisers need to know how their ads are being engaged with, for how long, and where to truly optimize campaigns to realize their full potential. Download this guide and start demanding more from your measurement.
Australia's NSW Rural Fire Service, along with Wunderman Thompson, created messaging for a billboard screen outside the Marriott Marquis hotel in New York's Times Square with messaging that reads, "Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support," interspersed by a wall of flames and ending, "Imagine fighting a bush fire higher than this billboard." NSW said, "We wanted to say 'thank you' in the biggest way possible and take our message to the world."
Full Story: BBC (2/19),  The Sydney Morning Herald (Australia) (2/19),  Fox News (2/19) 
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Presidential hopeful Mike Bloomberg ran billboard ads in Las Vegas and Phoenix timed to coincide with President Donald Trump's visits as part of the Bloomberg campaign's media blitz, which has surpassed an estimated $400 million. The billboards, with messaging directed at the president, have been located in highly visible spots such as near a Trump hotel property and along his motorcade routes.
Full Story: Business Insider (2/22),  CBS News (2/21),  Las Vegas Sun (2/21) 
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Uber launches OOH ad units for vehicle tops
Uber OOH is a new tool offered by the ride-sharing service in partnership with adtech company Adomni that enables marketers to place ads on two-sided, internet connected screens atop driver vehicles starting in Atlanta, Dallas and Phoenix with plans to expand to Chicago, Houston, Las Vegas, Los Angeles and San Francisco later in the year. Marketers can purchase eight-second still or video ads with timing and geolocation considerations and have the ability to run the same ad on a nearby billboard.
Full Story: CNBC (2/24),  Adweek (tiered subscription model) (2/24) 
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Ride-hailing company Lyft confirmed that it has bought Halo Cars, a startup that pays drivers to put its digital advertising on the roofs of their cars. Halo was launched in 2018.
Full Story: Reuters (2/21) 
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Crafting compelling signage content that consumers will be receptive to requires a deep understanding of a business' customer base, including demographics, interests and their view of competitors and "speaking in a way they can understand," writes Bradley Cooper. He also suggests trying to speak like a customer without pandering and making sure "messaging lines up with the rest of your brand voice."
Full Story: Digital Signage Today (2/20) 
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Regulatory & Research
Kansas lawmakers have proposed a bill that would require signs to be placed on rideshare vehicles to make them easily identifiable. State Rep. Cindy Holscher says there needs to be "some level of confidence" that you're getting into the right vehicle.
Full Story: KTEN-TV (Denison, Texas) (2/19) 
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Build trust in your team by giving them clear expectations and the tools to create psychological safety, as well as putting them in situations where they must work together, writes Randy Conley. "We do a disservice to our teams when we try to prevent or rescue them from hard times," he writes.
Full Story: Leading With Trust blog (2/22) 
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OAAA and Geopath are invited to enter the OOH Local Case Studies contest for a chance to win cash or a free trip to the GO2020 OOH Media Conference & Expo in Phoenix, Ariz., April 27 to 29. This is the fifth year of the local case studies contest to generate quantifiable proof of the value OOH provides within local ad communities. Learn more and enter here.
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GO2020 OOH Media Conference & Expo/Phoenix/April 27-29
The GO2020 Geopath/OAAA Out of Home Conference + Expo is the premier event in OOH, bringing together all segments of the industry ... buyers, sellers, suppliers and AdTech! Learn more and register here.
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