Author: Betsy McLarney

Why Top Brands Spend More on Out of Home

Why Top Brands Spend More on Out of Home

Posted by | May 10, 2018 | ,

In the latest World Advertising Research Center (WARC) Global Ad Trends report, it states “successful brands allocate an average 13% of their media budget to out of home.” Since reading the report, I have been interested in understanding more about these successful brands. Who are they and why do they buck the 6% average adspend in Out of Home?  How do they use OOH to strategically position their products and services? Most importantly, why should we pay attention to the trend?

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5 Important Trends For Out Of Home Media In 2018

5 Important Trends For Out Of Home Media In 2018

Posted by | Dec 20, 2017 | , , ,

As 2018 fast approaches, I see a number of key trends that will continue to dominate the Out of Home industry. Big data, digital strategies, location and audience analytics will continue the rapid transformation of the Out of Home media landscape, changing how advertisers plan, buy, and deliver creative. As new measurement techniques, and integration with digital channels come online they will continue to add to the value proposition for Out of Home, making it an even stronger component of a robust media plan.

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How can Out of Home complete the media puzzle? – Thoughts on the recent OAAA Conference

How can Out of Home complete the media puzzle? – Thoughts on the recent OAAA Conference

Posted by | Jun 5, 2017 | , ,

I left our industry conference, OAAA/Geopath #LookOut2017, a couple of weeks ago with profound excitement about where our industry is headed. All the right questions were asked as the industry is moving towards an embrace of technology, data and audience identification. These are a few of my key takeaways about where Out of Home is headed.

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Summer Vacation: Reaching tourists in major markets with Out of Home

Summer Vacation: Reaching tourists in major markets with Out of Home

Posted by | Mar 9, 2017 | , , ,

This summer between Memorial Day and Labor Day, Americans will take over 600,000,000 long distance trips (TripAdvisor). Combine that with the fact that in 2015 leisure travelers in the U.S. spent over $650 billion (US Travel Association), it becomes clear that there is a strong marketing opportunity in tourist areas during the summer that is just waiting to be tapped.

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