OOH How We Love the Fall
The PJX Media Newsletter: Vol. LXI
“Don’t you love New York in the fall? It makes me want to buy school supplies.” – Joe Fox, You’ve Got Mail
While we purchased our school supplies a couple of months ago, the crisp fall weather is quickly approaching in NYC. Pumpkin spice lattes have arrived and soon the “leaf peepers” will make their way to New England to see the beautiful fall foliage.
On top if it being the best time of year for delicious drinks and pretty colors, it’s also the best time of year to get your annual flu shot! Check in with your local pharmacy or your doctor’s office to see when you and your family can get your flu shots this year. It’s a great way to keep your family happy and healthy during the upcoming winter months!
”Data will continue to be necessary, as we are no longer only convincing CMOs; companies are increasingly more focused on the bottom line & ROI, making it just as important for Out of Home Advertising programs and investments to impress CFOs.”
As measurement & attribution become more advanced, the story of Out-of-Home's effectiveness will further support and drive revenue to the channel. Why? Marketers often find themselves in limbo - recognizing the effectiveness of OOH, but uncertain how to measure how many people actually saw their ad, and what influences their viewers. With the capability to leverage geo-location data for attribution, targeting and measurement, marketers can now build a more comprehensive picture of the movement of their audiences. This allows them to measure their exposure to OOH, and how meaningfully this can impact brand lift, store and website visitation, and ultimately conversion.
We have already seen increased spend within the channel since rebounding from the Covid 19 Pandemic, and recognize that there is an innate love for the compelling, one-to-many canvas that OOH provides to brands. Data & attribution can only further fuel the rise of Out-of-Home investment amongst established, and new and emerging brands. Overall, Out-of-Home advertising is experiencing a resurgence following the pandemic, including 11% growth projected for 2022 YOY, according to the Outdoor Advertising Association of America.
Data will continue to be necessary, as we are no longer only convincing CMOs; companies are increasingly more focused on the bottom line & ROI, making it just as important for Outdoor programs and investments to impress CFOs. With financial markets in flux and concerns over a potential recession, emphasis on being able to directly attribute spend to conversion is going to be even more imperative to rationalize OOH investment. While studies have shown that brands who pull advertising during economic downturns take longer to bounce back than brands who maintain a presence, the additional data will be invaluable to help businesses make tough decisions more easily, recession or not.
Out-of-Home Spotlight
Can Buying
Out of Home (OOH) Advertising
be as Easy as Pie?
Eric Justusson
VP Engineering
eric@pjxmedia.com
“A decade later, we still hear frequent feedback that, in addition to its powerful technical capabilities,
our ADstruc platform is the most user-friendly in the industry.”
It was the early days at Project X and I was walking over the Manhattan Bridge every day from Brooklyn to our office in SoHo.
The views were incredible and the commute was meditative. I enjoyed watching the copy changes on the billboards along the way, revolving like the seasons. It was an ever present reminder that out of home advertising is a canvas in the physical world; that there is a grandness and artistic beauty to out of home not found in other advertising mediums.
I remember one day seeing a billboard that simply said, “Easy As” with a picture of a slice of pie. Although initially confused, as was a New York Times reporter, it was a poetic parallel to what we were building with our out of home advertising workflow platform, ADstruc.
Our team of engineers saw what media planners and operators were doing at that time: sending spreadsheets back and forth, creating friction by requiring manual entry into bespoke templates, frequent phone calls, emails, with lots of opaqueness around availability and pricing. It wasn’t great for us. It wasn’t great for clients. We talked to forward-looking industry veterans, such as our own Rick Robinson. We learned. We listened. We designed. We coded. We collected feedback. We empathized with our users. We made it better.
Throughout the years, we’ve stayed focused on user experience while empowering people with high-tech workflow efficiencies. A decade later, we still hear frequent feedback that, in addition to its powerful technical capabilities, our ADstruc platform is the most user-friendly in the industry. For our team at Project X, over 1,500 media partners who use our platform, and our clients, we’re able to leverage tech to help deliver demonstrable data-driven results in a way that makes it all feel… as easy as pie.
Fast forward to now. Do you want to learn more about how OOH works? Or find yourself currently planning a campaign? Some of the world’s leading brands trust us with their OOH investments and we’d love the opportunity to talk with you about how we can help your brand.
Campaign Freeze Frame
NAADAM
Half goat, half human, NAADAM is on a mission to share the world’s fairest cashmere. NAADAM’s Goat People can be seen in Chicago, San Francisco, New York & Los Angeles.
FirstBank
Get the rockstar treatment from FirstBank! This creative is absolutely the coolest, loudest, ear-splitting creative we have seen in a long time posted in CO and AZ. Video
Canidae
Did you know that 300 million pounds of pet food bags end up in landfills every year? Canidae is on a mission to change that. Introducing the Canidae Kibble Refill Station, a first of its kind, planet-friendly station that enables pet parents to buy kibble through a self-serve merchandiser, using reusable kibble bags, eliminating the need for single-use-plastic pet food bags.
News & Views
Holiday travel surge expected to escalate attention paid to outdoor ads (via The Drum)
“Americans will be taking to the road and the skies this holiday season, offering opportunities for brands to capture their attention en route," Anna Bager, president and chief executive of the OAAA, said in a statement.
Reach out to us for your 2022 Holiday OOH Media
