How OOH advertising is moving beyond awareness
Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.
Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.
While out-of-home advertising can have an impact on long-term metrics like brand awareness, new research finds it can also trigger short-term consumer behaviour and drive new customers to engage with brands on their smartphone.
Out-of-home advertising has seen huge growth in 2015, prompting a rise in spend in the channel, and its evolution is set to continue as the industry rolls out automated buying next year.
Charity Missing People helps to find more than 2,000 vulnerable children and adults each year. Ross Miller, director of fundraising and communications, shares his insights on programmatic out-of-home advertising and reveals Pokémon Go could be the next tool in the search for those who go missing.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Dentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
An investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.