Embracing Outdoor Ads: Brands' New Creative Frontier

Explore how brands embrace outdoor ads creatively, reflecting resilience and innovation in marketing strategies amid industry growth and impact.

The Resilient Rise of Out-of-Home Advertising

Based on this year’s Outdoor Media Awards, the out-of-home (OOH) industry is thriving. I recall my early days attending the Outdoor Planning Awards as an editorial assistant at Media Week. The growth and evolution of both the awards and the outdoor industry over the past 18 years are nothing short of remarkable.

The pandemic posed significant challenges to the sector. However, once restrictions lifted, advertisers' eagerness to engage with OOH mirrored the public's excitement to venture outdoors again. This revival was not merely a coincidence but a direct response to the times.

The Appeal of Out-of-Home Media

Out-of-home media offers brands unparalleled reach, flexibility, and a dynamic creative canvas. Advertisers and their agencies are becoming increasingly aware of their work's broader impact. Notably, over 40% of OOH revenues are reinvested into communities across the UK, making it a responsible and impactful advertising choice.

In recent years, leading brands like McDonald’s and British Airways, along with their ad agencies Leo Burnett and Uncommon Creative Studio, have shown immense pride in their OOH campaigns, rivaling their enthusiasm for film ads. Campaign frequently highlights new 3D special builds, showcasing the innovative spirit of the industry. OOH remains one of the most popular categories, with a 33% increase in entries for the Campaign Big Awards in 2023. This surge in interest is reflected in the sector's revenues, which reached £1.3 billion last year, a 10% year-on-year increase.

A Record-Breaking Year for the Outdoor Media Awards

The 2024 Outdoor Media Awards, run by Clear Channel in partnership with Campaign, set a new record with 268 entries, a 13% increase from 2023. Seventy-four brands made the shortlist, thanks to the diligent efforts of 30 senior industry leaders who served as judges. Their thorough preparation ensured thoughtful deliberation and collaborative decision-making.

The quality of entries was outstanding, resulting in a diverse set of winners, including Uber, Hiscox, Channel 4, and Tower Hamlets Council. We evaluated the gold winners based on four criteria to determine the Grand Prix: innovation within the OOH medium, achievement of business objectives, exceptional creativity, planning and effectiveness, and emotional impact.

Celebrating Excellence in Outdoor Advertising

The competition was fierce, but several entries stood out. The ultimate winner was Transport for London’s “The World’s Smallest Global Campaign” for the Elizabeth Line, crafted by GroupM OOH, Wavemaker, DOOH.com, and VCCP. Judges praised the campaign for its clever use of outdoor advertising, deploying ads in the languages of arriving flights at luggage reclaim areas. This innovative approach not only impressed the judges but also delivered powerful results.

The enthusiasm and creativity showcased in the 2024 Outdoor Media Awards highlight the vibrant and resilient nature of the OOH industry. As brands continue to embrace and innovate within this medium, it's clear that outdoor advertising is not just surviving but thriving in the modern marketing landscape.

Discover the Latest Blogs on Outdoor Advertising in Canada

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More

Read More