Twitter displays Black Lives Matter tweets on billboards

Q&A: Tutssel talks OOH value, creative | Twitter displays Black Lives Matter tweets on billboards | Shutterfly thanks front-line workers with OOH activations

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June 23, 2020

News and insights about the OOH and DOOH industry

Top Story

Q&A: Tutssel talks OOH value, creative

Mark Tutssel, former executive chairman of Leo Burnett Worldwide, learned early in his career the value in distilling big ideas into posters and out of home to get to the "heartbeat," he says during an interview with OAAA President and CEO Anna Bager. He also discusses the need for creative that's designed to "inform you, inspire you, motivate you," noting "[e]very day, our work ... must be irresistible."

Full Story: Billboard Insider (6/22)

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Campaigns

Twitter displays Black Lives Matter tweets on billboards

Twitter marked Juneteenth by displaying real tweets about Black Lives Matter across billboards in eight US cities where protests have experienced high attendance, including Atlanta, Los Angeles and New York. The campaign also ran digitally via the platform's African American employee resource group's Blackbirds Twitter account.

Full Story: The Drum (free registration) (6/22), Adweek (tiered subscription model) (6/19)

Shutterfly thanks front-line workers with OOH activations

Shutterfly is extending its "Shutterfly for Good" campaign and honoring front-line workers by using children's thank-you artwork that's been uploaded to its content hub and featuring it in out of home installations, starting in New York City's Times Square and Grand Central. Shutterfly's Jim Hilt says, "The people who are doing the work we all need are still facing the same risks as they were a few months ago. We think it's important to find new ways to keep up that message of thanks."

Full Story: MediaPost Communications (6/18)

GS&P offers protest sign via newspaper ad, DOOH

Goodby Silverstein & Partners created a full-page ad in the Black-owned Oklahoma Eagle for the Courageous Conversation Global Foundation that was designed to be used as a peaceful protest sign during President Donald Trump's rally in Tulsa, Okla. The ad simply features the copy "Being Black is not a crime," and the campaign included a digital billboard in Tulsa with the same words followed by "Silence is."

Full Story: Ad Age (tiered subscription model) (6/19), Muse by Clio (6/19)

Drive-in movies could become major ad opportunity

(Bruce Bennett/Getty Images)

There are 300 drive-in movie theaters throughout the US, and the renewed interest in drive-ins is an opportunity for brands to reach millions of consumers heading outdoors this summer, especially when out of home promotions are tied to mobile, writes MediaPost's Laurie Sullivan. In addition, some brands, such as Tribeca Enterprises, are creating "drive-ins" at NFL stadiums and other outdoor venues, offering 30 films and performances as part of its annual Tribeca Drive-In series.

Full Story: MediaPost Communications (6/22), Deadline Hollywood (6/22)

MLB uniforms may become new OOH ad media

MLB owners continue to hash out player negotiations for this year's season amid the coronavirus pandemic and are proposing allowing teams to sell ad space on player uniforms during the 2020 and 2021 seasons. This move would be in addition to the team uniform sponsorship opportunities.

Full Story: FanSided Network (6/17)

Regulatory & Research

OOH to take 2020 global ad spend hit

GroupM forecasts global ad spending will take a more significant hit than during the 2008 financial crisis with an overall $70 billion drop. Excluding political ads, out of home is expected to be "disproportionately" effected with a 25% reduction, while TV is expected to drop 17.6%. Digital is expected to fare better with a 2.3% drop to an estimated $278 billion while capturing nearly 52% of overall spending, up from 48% in 2019.

Full Story: Reuters (6/22), Adweek (tiered subscription model) (6/22), MediaPost Communications (6/22)

Leadership

Advice for talking about unconscious bias at work

Workplace conversations about race and unconscious bias should be clear about the honesty and discomfort required, even as leaders emphasize the importance of empathy, writes Gihan Hyde. "Unconscious bias is an action that not everyone is aware they are inflicting, so take this as a chance for you to know how you are perceived," she writes.

Full Story: All Things IC (UK) (6/19)

OAAA News

With cities reopening, brands should bring video strategy outdoors

In a recent OAAA Lunch Break webinar, Intersection's Michael Rosen spoke with Adam Gerber, global chief media officer at Essence, about the future of video advertising. Rosen and Gerber discussed the current state of video media, consumer behaviors in the COVID-19 era, and the opportunities for video out of home (VOOH) to help brands connect with consumers as they re-emerge from their homes.

The chat surfaced the many strengths VOOH (and OOH in general) provide to consumers and marketers, as well as some opportunities for our industry. Watch and listen why Rosen writes, "There is no question in my mind that this channel is strong and should be part of any video strategy."

Perspectives: Harris Poll Summer Travel Trends and Consumer Sentiment

On June 25 at 1:00 p.m. EDT: John Gerzema, CEO of The Harris Poll, has been tracking consumer sentiment each week since COVID-19 quarantine began in early March. This webinar will examine American perceptions of reemerging into daily life by assessing pent-up demand, household economics, resuming activities and timeframes, and what Americans think normal might look like. This webinar will point out specific data related to mobility and travel with an examination of business and leisure activities.