Ask any Out Of Home (OOH) media planner how to calculate the target impressions of an outdoor campaign and you’ll get a squinty smirk. That’s because every planner has different ways of discounting the Traffic Audit Bureau’s (TAB’s) circulation numbers. OOH planners have been making adjustments to Daily Estimated Circulations (DECs) for decades. We look [...]
The holidays serve up an excellent opportunity for retailers and consumer brands to surprise and delight their customers with a temporary, unconventional surprise.
Consider pop-up retail. Retailers use pop-up concepts to reach new markets, reinforce their brand and test concepts more cost-effectively. These experiences also yield a large return in marketing buzz that usually outlasts the [...]
Why are all eyes on OOH?
It’s true that all eyes are on OOH these days: marketers, Wall Street, media planners, traditional media companies, consumers. New formats, lifestyle changes that have consumers spending more time away from home than ever, and new technologies are converging to make this a dramatic time in the industry. On top [...]
This is a pivotal time in the Out of Home (OOH) industry, given its strong recent growth, bright outlook and many exciting changes taking place. Foremost among these changes is a new outdoor audience measurement system, Eyes on Ratings, which will literally transform the way outdoor is bought and sold in 2009. Empower’s take: while [...]
…of consumers and advertisers alike
New OOH techniques are turning the heads of users, and continued growth in OOH is catching the eye of advertisers too. Projections call for total spending on OOH to leap between 9 and 13% in 2008. Multiple trends are fueling this growth: (1) consumers are spending more time away from home, [...]
