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Media Case Study Analysis Reaffirms Power of OOH

Date: June 11, 2018

In a new strategy report using insights from award-winning media case studies, OOH was found to be a lead media channel. Of the campaigns that won the 2017 WARC Media Awards, OOH was used more as a lead media channel than any other medium except TV. OOH tied with social media, both more popular than mobile, online display, and video. 

A focus on emotion and storytelling were two of the top three creative strategies used by brands in many of the winning campaigns. Recent research by Ebiquity shows how more established media such as OOH and TV are the most effective at triggering an emotional response, with paid social media, online display, and online video less effective.

“Emotion and storytelling are prime reasons brands use OOH as part of the media mix,” said Stephen Fretias, OAAA’s chief marketing officer. “OOH is creatively impactful through the use of big, bold storytelling.”

Of the winners, an analysis of core media objectives found awareness and brand building as the main objectives for launching an integrated media campaign. 

Freitas added, “OOH is uniquely positioned as a medium that builds brands and creates awareness.”

OMD UK and 4creative earned the Grand Prix and a special award for effective cross-channel measurement for Channel 4’s campaign to raise awareness about physical disabilities during the 2016 Rio Paralympic Games. To create “The Most Accessible Media Campaign Ever,” the media mix included radio, social, and TV, and more than 50 percent of the media budget went to OOH. As a result, Channel 4 Paralympics coverage was watched by more than 27 million people – 46 percent of the viewing population. View full case study

The report also found when it comes to using tech effectively to strengthen an ad campaign, OOH is viewed favorably as a media channel, alongside social and mobile. 

Kinetic UK and Mindshare won a Gold WARC Media Award in the Effective Use of Tech category for deodorant brand Lynx, which worked with suicide charity CALM (Campaign Against Living Miserably) to increase awareness about male suicide. Using social media listening, Lynx found trivial topics men were discussing in real time and featured them on digital billboards alongside the serious issue of suicide. For two weeks, headlines were changed every two hours, 24 hours a day. In total, more than 150 executions were created, and each of them would encourage men to lend their voice to the cause through a Twitter or Facebook handle. View full case study

Four major themes emerged from the award winners:

  1. Innovation. Innovation is a significant factor within integrated campaigns when each channel plays to its strengths. 

  2. Programmatic. Programmatic has evolved from an efficiency buying process to a sophisticated method for delivering personalized and relevant marketing.

  3. Partnerships. To create partnerships that are effective, high-quality content is required.

  4. Tech. Thoughtful, effective uses for technology will achieve better campaign results.

WARC is an online service offering advertising best practice, evidence, and insights from the world’s leading brands.

The WARC Media Awards program, now in its third year, rewards communications planning that has made a positive impact on business results. This case study competition examines the insight, strategy, and analytics that power effective media investment. Entry is free, and submissions for the 2018 program are due September 19.

Learn more about the WARC Media Awards here.


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