Chinese New Year: The Year of the Dog Brings 200 Million Spenders
Dogs, monsters, red envelopes and possibly the biggest spending spree in the world; some 200 million Chinese will go into celebration mode this February for Chinese New Year. Where will they go, what will they be buying and how should advertisers prepare? A holiday full of history and tradition This year’s Chinese New Year (CNY) […]
OOH Audience Measurement 101: Who, What, Where, Why?
Robust, reliable and accurate Out-of-Home (OOH) measurement sets the medium above the rest. In this three-part series, we delve into the nature of OOH audience measurement and why it works. Let’s begin with the how; discover the background and advanced techniques used in OOH audience measurement. Growing expectations for accurate audience measurement Most media planners […]
Creative OOH: 2018 Trends on the Radar
OOH is the only medium (outside of online) forecasted to grow its market share in 2018, largely thanks to Digital OOH and the evolution of data application within the industry. We have analysed the most successful and promising campaigns of 2017 to offer you our forecast for OOH Trends in 2018. OOH Empowers Data 2017 […]
The Fundamentals of Successful MENA Ad Strategies
Middle East and North Africa is a diverse region, both culturally and demographically and finding the right ad strategy for this market is a complex business. WARC’s MENA Strategy Report 2017 reveals best practices for effective local campaign strategies for global brands. Going local is something brands understand and tend to do in each market […]
Focus on Gen Z: Raising the Bar for Retail
Gen Z, the first cohort of truly digital natives, is demanding more from retailers. A recent report by Accenture looks at the preferences and expectations of this latest generation of shoppers and the findings are not predictable! Gen Z shoppers are experimenters and explorers Most are familiar with the general shopping behaviour of Gen Z […]
OOH Creativity: Top 5 Campaigns in Q1
A round-up of the Top 5 campaigns of Q1, which demonstrate ad originality, build brand engagement and push the limits of creativity within OOH. Despite the cold and grey months, the start of 2018 has not failed in OOH creativity! From drive-to-store to viral press and social coverage, these campaigns have used OOH in innovative […]
Drive-to-Store: How OOH is Changing the Game
Traditionally, OOH has been a mass reach medium and its drive-to-store capabilities were less obvious. But this is all changing. As the urban space becomes increasingly digitalised and people’s behaviour evolves, OOH has grown into firm influencer of consumer decision-making. So what’s next?
Audience Measurement Part 2: A Media Line Up
Our Audience Measurement series explore the methods and impact of measuring campaign audiences and effectiveness. In this second instalment we assess different systems across all media channels, looking at impact on the media landscape. Audience Measurement: who comes out on top? The significance of audience measurement The importance of understanding a medium’s audience was perhaps […]
Taking off: What Influences Traveller Motivations?
Before travellers even begin looking at booking their next trip, they are already getting ideas from their environment. Expedia study reveals the key influences and motivations behind travel decision-making. More choice and more considerations The world tourism industry is worth around 2.5 trillion USD and it’s set to continue growth. Global mobility is on the […]
A Tale of OOH: Storytelling in the Urban World
Modern consumers experience an information overload which is probably why storytelling is a more effective form of advertising than functional brand messaging. Discover the key ingredients for storytelling campaigns that prompt a natural, emotional response and see how OOH delivers these stories. Now, this is a story all about how… Stories have been around since […]
