Earth Day Every Day

The Project X Newsletter: Vol. LV

 Happy Earth Day! What a great day to love the Earth. To be fair, every day is a great day to love the Earth, but if you have not yet begun to do your part (or don’t know where to begin), today is the perfect day to start. 

There are a number of ways to celebrate Earth Day. Many people are passionate about various ways to create change. Some may be an advocate for eating plant-based food or donating money and time to save an endangered species. Others may want to help by participating in a local “clean up” or by purchasing sustainable clothes and household items. For some extra ideas, ask your friends and family what they do to help out! 

Just because you are only one person doesn’t mean you can’t make a difference! If you do one thing for the Earth that  you’re passionate about and advocate for others to do the same, you are already doing more for the planet than you think!

Out-of-Home Update: Perm Strategy

Everyone in the OOH industry is familiar with “perms” (aka permanent placements) as a branding tool. So what’s all the fuss about? These are long-term contracts brands secure on specific structures for strategic marketing purposes, which can run the gamut depending on the client, objective, and geographic area they are looking to target. For some, it’s as simple as securing the static newsstand outside of their corporate office in Midtown Manhattan for vanity purposes, and for others it’s selecting a handful of the best-in-class placements in top DMA’s, blocking out competitors and ensuring their presence for years to come. Whatever the reason, the benefits are clear–these premium placements provide long-term exposure, which builds brand equity and sets them apart from competitors. It can even be a cost-effective strategy because extended contracts often come with lower per period rates, oh, and of course, everyone appreciates a vanity play now and then.

While this has historically been a common practice, especially amongst the top spending advertisers in the channel (Apple, McDonald’s, United Airlines, Geico, etc.), the number of clients securing perms over the past few years leading up to the pandemic had dropped significantly. With a focus on flexibility (even pre-pandemic) and allowing brands to be agile with their spending throughout the year, we saw  many long-term perms become transactional opportunities. 

However, since Q3 2021, the resurgence of OOH (and perms) especially in top markets like Los Angeles and New York has skyrocketed, with occupancy tightening significantly in key areas of these markets. With so many brands competing for these premium, high-impact sites, many of them are securing placements long-term again so they don’t miss out on key seasonal periods to support their products and initiatives. This shows that there is intrinsic value in permanent placements and they will always be an integral part of OOH, especially with the finite amount of available inventory as OOH investment continues to surge.

Out-of-Home Spotlight: Design Tip #3

Use an image. Make sure your image is relevant to your headline and expresses an emotion. Using an image that plays well with your headline and makes an emotional connection with your audience helps them to remember your message.

Check out this Roscato Bulletin in Sacramento

Drive by this Maimonides Bulletin in NYC

Campaign Freeze Frame

Byredo De Los Santos LA handpainted wall

Byredo De Los Santos LA Wildpostings

Maimonides Health NYC Bus

Maimoides Health in Brooklyn NY90 - 9th St & 3rd Ave

News & Views

1. Why 2022 is the year for out-of-home advertising- Via Digital Signage Today
   With technology continuing to advance and the evolution of the out of home industry, Norm Chait explains why 2022 is a big year for out-of-home advertising.

2. OAAA Partners with Earthday.org for DOOH Campaign to Promote Protecting the Planet from Climate Change- Via OOH Today
   The Out of Home Advertising Association of America and earthday.org are partnering together to help promote the importance of earth day and encourage businesses to invest in sustainable changes.

3. Samsung Launches “Tiger In The City” 3D Dooh Campaign- Via OOH Today
   Samsung launched a 30 second digital 3D ad for their “Tiger in The City” campaign. Check out this fascinating video here.