蘑菇AV

The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) launched OOH-GPT, a chat pilot that allows media buyers to query key facts about advertising outdoors in the Canada market. Predictions. Marketer uptake of genAI will be faster than other emerging technologies.

Out-of-home (OOH) has moved on to measuring outcomes. But not all advertisers are up to speed, and the next big hurdle is making OOH metrics compatible with other digital channels. Podcast measurement is struggling to break free of legacy tech. Although attribution can provide directional insight, download-based metrics are holding the channel back from its full potential.

Ooh, maybe France. Marcus Johnson (02:12):. Bang. Yes. France has the highest number of three star Michelin restaurants. At least three star ones, 30 of those. Followed by Japan with 20, Spain with 15 notes Kayla Zoo of Visual Capitalist, but the city with the most Michelin star restaurants, one, two, or three is Tokyo with nearly 200. Daniel Konstantinovic (02:33):.

On today鈥檚 podcast episode, we discuss which hotel guest behaviors do people think are most acceptable and unacceptable, the first ad on every media type, how American households look today compared to the 1960s, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Blake Droesch, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Old Navy will promote the line across digital media, social media, brand channels, and out-of-home (OOH) placements in New York City. This nostalgia-fueled campaign is part of parent company Gap Inc.鈥檚 attempt to reconnect with consumers and revitalize its brands.

Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That鈥檚 because the dynamics of the influencer-brand deal landscape are evolving.

It鈥檚 still tiny, representing under a quarter of DOOH ad spending and even less of total out-of-home (OOH) ad spending (7.2%), but we expect healthy growth for the next few years. The opportunity is expanding. Although insertion orders are still the most common method of purchasing OOH placements, a good amount of DOOH inventory is already available to be purchased programmatically.

"We would not have re-accelerated our revenue in the last two years if it was not for AI," Alex Schultz, CMO and vice president of analytics at Meta, said on our "Behind the Numbers" podcast. "It's that important to us. We wouldn't have recovered from AppTracking transparency [or] been able to do more with less data if it wasn't for AI. So that's the very core of our business."

Roblox takes steps to address child safety: New parental control features come after critical reports that could stifle advertising efforts.

Many of those advertisers expected to shift budget from legacy media channels like print and TV, as well as out-of-home (OOH), to creator and influencer campaigns. Lead with the creative, not the format. Marketers are now all-in on short-form creator video. But to optimize budgets, brands should design their strategies around the content rather than the format. Short video can be costly.

Western Union has become the latest financial company to launch a media network, joining the likes of Chase and PayPal. 鈥淭he biggest advantage [financial media networks] have is just breadth. So, unlike a retail media network, they capture the entire spending history that a customer has,鈥� said our analyst Maria Elm on an episode of our Behind the Numbers podcast.

The opportunity: Billboards still dominate US out-of-home (OOH) ad spend, accounting for 76.3% of spend ($1.39 billion) in Q1 of this year, according to the Out of Home Advertising Association of America. But now that people have returned to stores, commutes, and travel, there are a number of underutilized DOOH ad spaces that advertisers are still warming up to.

Ooh. Jeremy Goldman (18:58):. I don't know if I can be the A+, it's like we need room for improvement Rachel. Marcus Johnson (18:58):. There is none, says Rachel. Jeremy Goldman (19:03):. Like do you think that they could... But I definitely see where you're coming from, because I mean they're hitting...

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Beyond the chart: QR-launched AR will inject life into out-of-home (OOH) advertising, which is expected to see a 6.0% spending increase in 2023, according to our report. With QR codes, OOH ads will become more immersive and trackable. Social media will be another driver of AR advertising growth.

Ooh. I mean, I wouldn't say less likely, but I would say not in digital channels at least. They over-index pretty high on a lot of the digital channels that we track. One thing that was surprising is that they're kind of neck-to-neck with the general population on social media.

The opportunity: Gyms have out-of-home (OOH) and digital display advertising potential. Health-oriented consumers are generally willing to share first-party data in order to track progress. And gyms could pair with streaming platforms to offer access to content for logged-in users in order to target ads with an even bigger audience.

Bringing out-of-home (OOH) measurement into the fold is challenging but doable. But to justify shifting national budgets to in-store, advertisers will need transparent and reliable third-party measurement. So what鈥檚 an advertiser to do? Join working groups and other fora. There are several industry initiatives to develop and issue standards in the retail media space. Make sure your voice is heard.

Programmatic advertising is grabbing out-of-home (OOH) share. Programmatic advertising will account for more than 10% of US OOH ad spend and more than 30% of digital OOH ad spend in 2025, according to our forecast. Within this category, the largest share (41%) is going to billboards, followed by screens and TVs (24%), according to Place Exchange. 5. Programmatic faces an identity crisis.

The news: United Airlines is displaying personalized ads on seatback screens to increase its out-of-home and digital ad presence and boost revenues, per The Wall Street Journal. United will begin tailoring pre-roll ads on in-flight entertainment using its trove of customer data鈥攊ncluding where the passenger lives, whether they are sitting in economy or first class, and more.

The 2024 forecast for global advertising includes digital ad spend reaching $442.6 billion (58.8% of total spending), broadcast TV and CTV growing by 2.9% to $173.5 billion, print ad spend contracting slower at a 2.6% CAGR, and out-of-home spending growing 4.4% to $42.4 billion. Cinema ad outlays are expected to increase by 6.4%.