Lessons Learned from Successful OOH Billboards in NY
The Project X Newsletter: Vol. XXVII
Happy Friday, and welcome back to our regularly scheduled programming! While changing over the calendar didn’t cure the world’s problems, a fresh start is just what the doctor ordered. From the inauguration of a new president on January 20th, the prediction of vaccine distribution becoming widely available by mid-year, and a new stimulus package in the works, there is an abundance of optimism in the air and promise that a new day is on the horizon.
Revival. Recovery. Rotate. Reset. These are just a few of the words the world's biggest banks are using to describe the 2021 outlook. These descriptors don’t come without caveats, but the general consensus is that after a COVID-wrecked year we are setting the stage for a new period of economic growth and rising asset valuations. And what could be even more exciting? New Year's resolutions!
It goes without saying that 2020 was extremely challenging, and resolutions can be overwhelming, but let’s break out of this funk and commit to change! To help you out, here are 50 resolution ideas from The Millenial Grind to get your year kicked-off right.
Geopath: 2021 Annual Forecast Update
This week Geopath, the out-of-home measurement auditing body, released an update on its 2021 annual forecast rollout schedule. After an unprecedented year where we saw major traffic fluctuations, mostly attributed to the COVID-19 pandemic, it’s more important than ever that we closely monitor the consumer journey and audience trends. Next month, we are expecting the release of an updated impression variation dashboard, which will continue to provide data at the CBSA level by media type and allow us to continue to monitor traffic patterns. While similar to releases in 2020, the 2021 dashboard will differ from the previous version by analyzing a week of observed activity versus the forecasted monthly average. This will provide a more precise view of forecasted versus observed delivery because the variation is relative to the expected seasonality of the audience delivery of OOH media types in a market.
Other scheduled updates include a revisit of their Reach/Frequency model, new core audience measures, the 2021 transit forecast, and added functionality to the Insights Suite to access the 2021 core audience data. The remaining audiences (beyond core audiences) will be added incrementally throughout Q1. With increased scrutiny and abundant justification needed for OOH investment, these measurement/traffic updates will prove invaluable, especially over the next 3 - 6 months.
Campaign Spotlight: Glossier - 2021 NYE
Glossier & PJX teamed up to say goodbye to 2020 with a DOOH campaign which aired the last week of the year. The campaign ran in Times Square, New York, and featured a large format digital spectacular in the heart of the "bow-tie". PJX negotiated above the standard share of voice on the unit so Glossier's messaging broke through the clutter. The campaign received a significant amount of TV exposure during New Year's Eve programming (and was even seen during JLO's New Year's Eve performance!) and was amplified via social to help extend reach and maximize impressions. The campaign was deemed a huge success by everyone involved and was a great way to close out 2020 on a positive note.
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News & Views
Cannes Confirms it Plans to Hold the International Festival of Creativity in Person in June (Via AdAge)
While non-essential business travel continues to be on hold for most, the organizers for the Cannes Lions International Festival of Creativity are pushing forward to hold the event in-person this June. Even while COVID cases continue to rise globally, and with the UK under a current lockdown, organizers of the event have said that “the plan is to judge and present the work in person in Cannes, France”. Their hope is that the availability of multiple vaccines offers a potential window of opportunity, but many industry executives are still skeptical and have already stated they will not be sending a delegation of employees to attend. Others have vocalized a disconnect in communication between event organizers and industry leaders.
Want to Become a Better Writer? Listen to Rap, Write About Philosophy and Read Billboards (Via Business 2 Community)
So how do you write copy that positively impacts your brand, generates engagement from your audience and grows your business? Don’t play it safe, don’t stick to the “known” or the “preferred”. You must break the structural rules that most copywriters adhere to. Write theoretical essays where there is no data to back up your argument. This builds your ability to persuade. Remove all of the words from your writing that get in the way of your core message.
Biden Set to Call for Big Spending on Stimulus and Vaccines (Via The New York Times)
As inauguration day draws closer, President-elect Biden and his cabinet are preparing two separate bills outlining trillions of dollars in government spending to aggressively address both rescue & recovery. Plans include a significant increase in spending on vaccine deployment, testing, and contact tracing allowing schools to re-open, increasing labor force participation. The first bill is likely to be deficit-financed, similar to the COVID-19 relief bills Congress passed last year. The majority, if not all of the funding for the second tranche would come from raising taxes on corporations and the rich the bill is expected to be centered around job creation and infrastructure, as well as hundreds of billions of spending on clean energy projects.
