October 14, 2021
OOH SmartBrief
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Top Story
Average traffic volume along US toll roads is recovering from the effects of the COVID-19 pandemic, according to data from Fitch Ratings' US Airports & Toll Roads Traffic Monitor. During the second quarter, average traffic volume returned to 90% of 2019 Q2 levels across the industry, with Florida and Texas toll roads showing a full return to pre-pandemic levels.
Full Story: Fitch Ratings (10/11) 
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3 Key Areas of Focus for Marketers in 2022
Learn how to realize the full potential of the New Open Web by partnering with the right technology. We'll guide you through why it's critical to zero in on people-based software, connected TV advertising and cookieless measurement solutions. DOWNLOAD NOW.
The Many scares Comic Con, social with "Chucky"
(The Many)
The Many took an "I Scream" truck to New York Comic Con to tout the new "Chucky" series on USA/SyFy that enabled fans to experience the horror of the doll. The campaign also includes a "Where's Chucky" augmented reality Instagram filter and gives TikTok and Instagram Reels users the chance to face off against Chucky in a scary staring contest.
Full Story: Ad Age (tiered subscription model) (10/12) 
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Microsoft incorporates sign language into UK OOH effort
Microsoft launched digital billboards at major train stations in the UK featuring 10-second clips of a woman using British Sing Language saying, "The more inclusive you are, the more innovative you can be. Together we can create a better and more accessible world for everyone." The campaign, which is supported by Royal Association for Deaf People, JCDecaux, Carat, Posterscope and MRM, is part of the tech firm's five-yer commitment to inclusivity and accessibility.
Full Story: Adweek (10/11),  The Drum (free registration) (10/11) 
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Accretive Media CEO Craig Benner discusses the state of out of home media measurement, expected advancements and its place in the marketing mix. "The cutting edge is using the physical world and OOH exactly like you used digital, to help brands create meaningful connections with consumers," Benner says.
Full Story: Street Fight (10/8) 
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Featured Content
Sponsored content from Pathmatics
How Health Insurance Companies are Advertising The COVID-19 Vaccine
How are the largest health insurance companies using digital to advertise the vaccine? And if they aren't advertising the vaccine, do they have other COVID-19 messaging? Read on to find out.
Companies Going Public Lean on Social Media Digital Ads
Can major shifts to a brand's creatives, messaging, and flighting strategies suggest an upcoming IPO? We're looking at some of the latest IPOs, including Coinbase, Bumble, and Vizio's ads to find out.
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AdQuick CEO Matthew O'Connor offers four tips to help marketers maximize the potential of billboards, transit, street furniture and other out of home media for cost-effective business-to-business efforts. "One especially effective tactic is to place targeted OOH ads near your prospects' offices," which can boost brand awareness and credibility and "pave the way for your sales reps to start conversations more easily," O'Connor writes.
Full Story: AiThority (10/12) 
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Marketers need to rethink their "intent and content" as digital out of home screens and messaging become more pervasive and fight for consumer attention, writes Alberto Scirocco, Leftchannel founder and creative director. Scirocco points to the value in efforts such as F.A.O. Schwarz' holiday windows and notes, "When the purpose is built around entertainment, decoration, creating a sense of community, storytelling -- content that puts the viewer first -- both the brand and the city benefit."
Full Story: OOH Today (10/14) 
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Fashion brands are increasingly taking advantage of wild postings, billboards and other out of home media to complement their marketing while spurring online engagement. Where brands' customers live and where they're going are two key considerations when planning OOH media, says Clear Channel Chief Marketing Officer Dan Levi, who adds, "Advertisers are recognizing that you can't think of [out of home ads] in silos, you can think of them in more immersive, synced up ways."
Full Story: The Business of Fashion (10/14) 
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Regulatory & Research
Social movements such as Stop Asian Hate and Black Lives Matter significantly affected decisions about content for 63% of global marketers during the past year, Shutterstock reports, and 65% concur that diversity plays an important role in audience targeting. Visual diversity is a difficult goal for 44% of respondents and 76% think there's still room for growth in terms of representation.
Full Story: The Drum (free registration) (10/13) 
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OAAA released guidance to improve Marketing Mix Models (MMM) and OOH Attribution for both OOH sellers and omnichannel media buyers. A whitepaper entitled "OOH Modeling Best Practices" is at the center of the guidance package, complemented by a detailed glossary, a best practices checklist, and an attribution provider Request for Information (RFI) template.

Learn more.
Full Story: Billboard Insider (10/13) 
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Creatives in all areas of business and industries are invited to create artwork based on this year's OUTFRONT OUTFRAME OOH contest theme, BE:CAUSE.

Whether it's shining a light on a cause that needs championing or an issue that's close to one's heart or personal purpose, artists are invited to submit artwork for a chance to be displayed on OUTFRONT's assets across the United States in December. Additionally, OUTFRONT will donate a one-month digital out of home media campaign to the charity of the winner's choosing. Submit your work at OUTFRONT.com/OUTFRAME.
Full Story: OOH Today (9/27) 
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