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Data-Driven, Real-Time Campaign for United Airlines Earns Posterscope OOH Media Plan of the Year Award
8 OOH Media Plan Awards Were Presented at OOH: NOW Event in NYC
December 5, 2019 (New York) – The 2019 Out of Home (OOH) Media Plan of the Year was awarded to Posterscope for the United Airlines Win NY OOH campaign. Anna Bager, president & CEO of the Out of Home Advertising Association of America (OAAA), presented the OOH Media Plan Awards today in New York at The AD Club of New York’s 12th annual OOH: NOW Conference.
To combat the notion that JFK and La Guardia airports are the obvious choice for New York travelers, Posterscope engineered and executed a hyper-local digital OOH campaign for United Airlines to post real-time drive times to Newark Liberty International Airport (United’s hub) versus JFK or La Guardia. Using consumer data and a synced traffic feed, high-frequency messaging was delivered to more than 500 digital OOH screens across New York, including LinkNYC kiosks, digital bus shelters, digital newsstands, and digital taxi tops.
Each digital OOH screen pulled specific data pertinent to its exact location to present accurate drive times to Newark airport based on current traffic. If at any point the travel time was not in favor of Newark, the creative at that location switched to a more general Fly United brand message.
“This campaign is the perfect example of data-driven out of home,” said Bager. “Data informed the exact ad location and creative, ensuring the campaign reached its target audience with relevant information and earning it top honors at this year’s OOH Media Plan Awards program.”
The OOH Ratings-Driven Media Plan Award, given to the campaign that best utilized Geopath OOH Ratings, was presented to Publicis Media for Allstate Insurance. To promote Allstate’s Milewise program, which allows insurance policy holders to pay based on miles driven, Publicis Media crafted a multi-format OOH campaign to budget-conscious consumers in New Jersey who drive less than 10,000 miles per year. Planning data determined profiles of train and ferry riders best fit the target audience. The campaign kicked off with high-impact station dominations at four of the most frequented train stations in New Jersey and with ferry wraps on waterways to New York. The fully immersive plan also included bus shelters, bike shares, and billboards, as well as paid search, display, social, and streaming radio. Following the campaign, program awareness rose 7 percent.
Gold Media Plan Awards were presented to:
- Posterscope for United Airlines – Win NY
- Publicis Media for Allstate Insurance
- Posterscope for Jack in the Box
Silver Media Plan Awards were presented to:
- Rapport for New Balance
- Outdoor Media Group for Pepsi
- OUTFRONT Media for The Citadel
“For an ad campaign to truly succeed, a well-rounded strategic media plan is key,” commented Bager. “These award-winning campaigns demonstrate OOH’s ability to boost brand awareness and consumer engagement with tailored messaging to target audiences.”
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The Out of Home Advertising Association of America (OAAA) is the national trade association for the $8 billion US out of home advertising (OOH) industry, which is comprised of printed and digital OOH formats including billboards, street furniture, transit advertising, and place-based media.
Comprised of 800+ member media companies, advertisers, agencies, tech providers, and suppliers that represent over 90 percent of the industry, OAAA is a unified voice, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States.
OAAA-member media companies donate over $500 million in public service advertising annually. Every year, the industry celebrates and rewards OOH creativity via its renowned OBIE Awards (obieawards.org). For more information, please visit oaaa.org.