
Creative Awards
The campaign theme for this year’s awards, marking the 45th time it has been held, is ‘Blood, Sweat and Tears’.
OUT-OF-HOME ADVERTISING
By our News Team | 2022
As professionals and white-collar employees return to their desks in many global cities, brands want to reach them as they commute.
After two years of working from home, business professionals and white-collars workers in many countries are returning to work, which is proving to be a boost for the digital out-of-home advertising industry.
This is according to a recent blog post published by The Trade Desk, an independent media-buying platform operating in the Americas, Europe and Asia-Pacific.
“We’ve seen a substantial increase in ad spend on digital out-of-home as a result of people going back to the office,” says Natrian Maxwell, The Trade Desk’s General Manager of Emerging Channels, which includes digital out-of-home.
“The return to offices is real — people are outside more,” Maxwell adds. That means a captive audience for all the billboards, bus-stop placards, train-station posters, fuel-station monitors, taxicab televisions, TV screens in lifts and all other forms of digital signage in the physical world.
The surge in commuters has driven a corresponding increase in ad spend on digital out-of-home.
Photo by Mentatdgt on Pexels
Investment in programmatic digital OOH has grown
“With a growing number of companies returning to offices, the investment in programmatic digital out-of-home has accelerated substantially,” Christopher Allison, a senior executive at Vistar Media, a digital out-of-home ad network in New York, is quoted as saying in the blog.
“Brands are more excited about the increase in transit ridership than the return to office,” he says. “As the New York City subway has reached 60 percent of its pre-pandemic ridership, brands have been willing to spend on subway advertising again.”
Added Brian Rappaport, CEO of Quan Media Group, another New York agency that specialises in OOH advertising: “We’ve already matched our 2021 total billings and we’ve had a bunch of legacy clients come back into the mix,”
Spend is expected to increase even further as the return to pre-pandemic life continues in towns and cities around the world.
“We expect ad spend on digital out-of-home to increase even more in the second half of this year,” Maxwell noted.
The campaign theme for this year’s awards, marking the 45th time it has been held, is ‘Blood, Sweat and Tears’.
The new identity debuts in Africa next year and ‘pays homage to the brand’s rich heritage while taking a big leap toward the future’.
There is a rise in demand for clothing adapted to the needs of disabled consumers. But online retailers must give the process more thought.
Marketers must base their strategy decisions on digital facts, not commonly held beliefs. Here are a few such myths that have been debunked.
Podcasting guru Jon Savage to discuss whether podcasts are the ‘comeback kid in marketing’s rock ‘n roll band?’
While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.
Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.
Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.
High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.
Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.