Celebrity endorsement can be hugely effective, but is an expensive strategy, so brands need to make sure they get it right when choosing an influencer and activating the partnership.
How much of an impression do adverts make on you at the airport? It’s probably more than you think, according to groundbreaking new research from JCDecaux Airport, in partnership with Spinview and Tobii Pro.
The football (soccer) calendar is relentless and ahead of a packed summer of action, brands should be using Out-of-Home (OOH) as part of an omnichannel strategy to engage effectively with fans of the world’s most popular global sport.
The digital evolution has empowered smartphone users to shop online whenever they choose, whether on holiday or on the train travelling home from work. Advertisers can effectively embrace the rise of mobile commerce by engaging the active minds of…
Smell is an inescapable sense that helps gauge our surroundings and triggers an instinctual and emotional response. It comes as no surprise that in saturated ad environments, scent is an effective form of communication that builds campaign receptiveness,…
Our Audience Measurement series have so far explored how robust OOH systems are built and how different media systems stack up against each other. In our final instalment, we delve into the role of data in planning, buying and reviewing OOH campaigns and…
Campaign measurement requires more than impressions and viewability. Lumen’s Mike Follett discusses eye-tracking research that defines Attention as the first common currency across different media, highlighting how audiences really identify with brand…
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…
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…
Magna Global’s Media Economy Report analyses the OOH industry, its trends and its future. The report highlights that unlike most other media, OOH’s market share and its importance in the media mix is growing. Here we give a bite-sized summary of…
Despite online’s dominance in the media landscape, marketers question its transparency, ad delivery and effectiveness. Meanwhile, OOH wins their trust for its reach, consistency and its unmatched “reality”. But how do the two perform in terms of…
The explosion of digital marketing over the last decade has dramatically changed brand communication. The latest report by Les Binet and Peter Fields ‘Media in Focus’ analyses the expanded IPA databank and establishes whether the role of traditional media…
Fan-generated content is great for creating genuine dialogues between consumers and brands. But a reverse trend has emerged where to show devotion, fans commission the campaigns themselves. OOH is their first choice thanks to its standout position, mass…
In their latest publication “The Long and the Short of it”, Les Binet, Head of Effectiveness at communications company adam&eve DDB and the acclaimed marketing specialist Peter Field, explore the tension between long and short-term advertising…
Shopping while abroad is an integral part of the travel experience, where travel destinations are decided based on the availability of brands and shopping opportunities in that country.JCDecaux Airport released results from their Global Shopper Study…
Part II: Dynamic use of display DOOHFollowing Tuesday’s post on the General Benefits of Display DOOH, this second part of our three-day series of insight pieces on the new opportunities brought by the medium will be focusing on the dynamic ways in which…
The Customer Journey is a study conducted by the Outdoor Media Centre (OMC) in the UK to understand consumers and their journey to purchase.They first identified 4 stages of the customer journey by speaking to media agencies beforehand, and these were…