QSR franchise owners are activating new tech and Out-of-Home (OOH) advertising to boost sales. And they’re doing it as part of OOH’s renaissance where this traditional form of highly-visible media is now connected to digital tech and mobile data insights in ways that make billboard campaigns even more cost-effective and measurable. Most importantly, they’re using outdoor ads to efficiently drive hungry customers into local franchises.
Using learnings from the digital media buying ecosystem, Clear Channel Outdoor developed tools to plan, measure and recalibrate OOH campaigns for brands. Clear Channel Outdoor’s (CCO) RADAR suite of solutions uses mobile data to select the most efficient billboards for a campaign’s objectives and measures whether those audiences exposed to the OOH campaign were more likely to take the desired action compared to a control group.
We're really, really pumped about the billboards we've spotted heating up the landscape across the country this spring. Naturally we love great outdoor creative, and we must confess we also love—the brooding, dark-haired, steely-eyed, "he's dead...he's not dead," never a zombie, always a hero—Jon Snow. Game of Thrones may be airing its final season, but their billboards will be forever immortalized.
Add the legend of Ron Burgundy, the fierce determination of Captain Marvel and the aerial wonders of Dumbo, and the spring batch of outdoor campaigns are scoring high with consumers. See these displays and more of What We're Loving for your OOH cultural check:
Besides warmer weather and lighter skies, spring brings tax refunds helping to cushion the expense of improvements, and with an improved housing market, the remodeling and home-repair industry is expected to gain steam. Home improvement retail sales in the United States reached $394.6 billion in 2018, while homeowner expenditures on improvements and repairs rose 5.3 percent to approach $340 billion.
Owners will spend more on home upgrades, replacements and routine maintenance as remodeling activity continues to be encouraged by rising home values and tightening for-sale inventory.
Here are ten tactics to effectively use OOH to attract consumer attention and drive sales in the home improvement and services category:
After the decorations and holiday lights were finally stowed...(wait, you don't still have your lights up, do you?), we hope you've caught up on your "To (Binge) Watch" list. It's about time you found out what all those people on YouTube walking around blindfolded with birds on their shoulders, walking into walls are doing—and what they've been watching. And then there are your neighbors tossing boxes out front, proclaiming "This doesn't bring me joy!" What's going on? Here's a hint, check out these displays in Times Square and more of What We're Loving for your OOH cultural check:
It's the most wonderful time of the year...there are bright lights, snowmen and reindeer everywhere you turn, and billboards providing entertainment and seasonal cheer for frenzied commuters and last-minute shoppers on the go, go go.
For some, the thought of stowing the Halloween decorations and going full-on 'Santa and snowflakes mode' is just too much. They need more transition time. Don't fret, the terror isn't gone yet − we're sharing some of our scarier fall campaigns, and Mr. Grinch himself for those cringing at holiday music (too soon, too soon)!
There's nothing we love more than the creative geniuses that display their art on our billboards across the country. Check them out in these unskippable campaigns.
Regardless of issue, affiliation, party, candidate or zip code, only one thing will make a difference on November 6th: Showing up. Of the myriad challenges political candidates face today—delivering campaign messages to their voters, getting new voters to the polls, standing out against their opponents—what they need most is for their constituents to move beyond social media posts and dinnertime debate and to VOTE.
Billboards deliver by building brand awareness, driving action with no interruptions, reaching voters by district, demographics and behavior and by being omnipresent. While political campaigns have traditionally placed their buys on television, many are becoming more savvy in their planning and using out-of-home strategically, including Vote.org, which placed their messaging on more than 2,500 billboards in nine states, including Florida, Michigan, Mississippi, North Carolina, Ohio, Tennessee, Texas and Wisconsin.
Are you a walking zombie until you've had your morning Cup of Joe? How do you take it? Black, no sugar...cold brew...or, are you a little more particular as in "Triple Venti, Half Sweet, Non-Fat, Caramel Macchiato"? No judgment, just hope we aren't waiting behind you in line...
Here's a fun fact: Light coffee has more caffeine than dark coffee. That's because the longer the coffee is brewed, the more caffeine is cooked out of the beans.
Not since childhood have we been so terrified of the water, thanks to this haunting visual of summer fun that's about to turn horrifying. The Meg, is apparently not the nickname for the cute, friendly lifeguard at the neighborhood pool, but a prehistoric-sized creature that likes tubes, legs and all things made of flesh. Check out this adrenaline-boosting out-of-home creative that may make some weekend warriors change direction while en route to the beach:
Certain human emotions are universal, we all like to laugh (and scream...sometimes), but yes, that tummy-aching, cackling, snorting, "I just spit out my coffee" laughter ranks high on the list. To wake up worker bees and catch the attention of frenzied commuters, humorous outdoor imagery is used to not only make someone's day, but to leave a lasting brand impression.
Truly brilliant copywriters insert tongue-twisters, teasers, slow reveals and copy that will give the brain pause, and make passersby take a second look...and then another and then maybe an Insta-selfie. If those engaged consumers suddenly feel a smile spread across their face, accompanied by a side stitch of laughter, consider your campaign a bona fide success.
Here's one recent example that made its debut in the NYC neighborhood of Soho last week:
As Adweek shared, The focal point of these ads are gushing (made-up) quotes like “Sensational in bed!” or “A total snooze fest!” Printed in old-fashioned fonts, these humorous ads meant to invoke the feeling of a Broadway playbill. “While we take sleep very seriously at Casper, we don’t take ourselves too seriously," said Jeff Brooks, Casper's CMO. “That’s been a big part of our brand from the beginning."