Outdoor & OOH

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What we know about stunt marketing

Article • WARC Best Practice, May 2021

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Media Owner Profile: Alibaba

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.

Out-of-home advertising lifts online purchases by 56%

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the effectiveness of out-of-home (OOH) advertising in driving offline and online actions.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

Strong customer insight: Manulife’s anchor for creating brave campaigns

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

Street Grace: Stop Traffick

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, highlighted the issue of child sex trafficking by getting 72 school buses to tell the story of the children through a visual parade on the streets of Georgia.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of media inflation in 2020 and 2021.

Shorter lead times hit Malaysian DOOH last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of outdoor advertising spend by format in Malaysia.

Media Owner Profile: JCDecaux, Formats

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of JCDecaux includes global data on advertising revenue by outdoor format, including from billboards, street furniture and transport.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Lessons in out of home from the Media Awards’ Data winners

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.

Spain, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Spanish upmarket adults since 2012.

Mexico, Cost per Thousand, Main shoppers

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Mexican main shoppers since 2014.

Netherlands, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Dutch women since 2011.

China, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Chinese upmarket adults since 2010.

Slovenia, Cost per Thousand, Children

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Slovenian children since 2011.

Mexico, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Mexican professionals since 2014.

France, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to French upmarket adults since 2010.

Switzerland, Cost per Thousand, Adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Swiss adults since 2010.

Denmark, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Danish men since 2010.

UK, Cost per Thousand, Main shoppers

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to main shoppers in the United Kingdom since 2010.

Brazil, Cost per Thousand, Young adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Brazilian young adults since 2013.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
What we know about influencer marketing

Article • WARC Best Practice, May 2020

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
Effective Innovation Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, September 2018

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
How to use influencers to drive a word-of-mouth strategy

Article • Ed Keller and Brad Fay, WARC Best Practice, April 2016

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.
How brands can succeed in a new era for health and wellness

Article • Maria Vardy, Admap Magazine, December 2018

Explains how businesses across all industries will continue to expand their offerings in 2019 to meet unprecedented growth in the wellness economy and provides tips on how brands can succeed.