THE WINNING HAND #4

Please click here if you missed the previous edition.

OOH continues to deliver across four main factors - the ACES. We play these four ace cards to make sure your media plan delivers: Audience, Creative, Effective & Sustainable.

We're sharing more bite-sized ACES from across the industry - showcasing OOH's winning hand. Enjoy!

👥 AUDIENCE

Clear Channel upgrades its Storm portfolio

Clear Channel UK has upgraded some of their portfolio of super-premium digital roadside screens, located on busy arterial routes in major cities.

Leeds The Mile & Glasgow Argyle Street are the latest sites to get a makeover, following recent upgrades including the iconic Cromination, Chiswick Towers and Mancunian Tower, with more underway. These sites benefit from improved screen resolution, digital nameplates and greater energy efficiency.

🎨 CREATIVE

British Heart Foundation: England til I died ❤️

The latest campaign from the British Heart Foundation shows 12 murals of 12 young football fans who tragically lost their lives to heart disease.

The murals went live ahead of the UEFA EUROs to celebrate their lives and highlight the sad truth that heart disease can strike anyone, at any age.

Any donations go towards life-saving research.

📊 EFFECTIVE

Effectiveness, Econometrics & OOH

In collaboration with JCDecaux UK, we've built on our ACES proposition - focusing on effectiveness - discussing the role of econometrics and how we can make our clients' OOH measurement more effective.

Key Takeaways:

• Utilising granular location data can increase OOH ROI by up to 42%

• Use OOH to its full potential - this will improve ROI

• Don't look at offline channels in isolation

• Make sure the measurement framework matches the objective

• Ensure you're measuring creative effectiveness if this is absent from MMM

• Request more data points for OOH

🌱 SUSTAINABLE

GARM & Ad Net Zero announced global framework to measure media's carbon emissions

The Global Media Sustainability Framework is a cross-industry collaboration between WFA's Global Alliance for Responsible Media (GARM) and the Ad Net Zero ro community. It allows advertisers, media owners and agencies to measure across six major media types.

The goal is to help every advertiser and their partners understand and take positive action to reduce the carbon impact of their media plans – in line with Action 3 of the Ad Net Zero Action Plan.

We hope you enjoyed this month's snapshot of ACES from across the industry - showcasing OOH's winning hand.

Like what you saw? Make sure you're subscribed to our mailers and following us on Instagram and Twitter.