{"id":1739,"date":"2021-10-21T16:30:36","date_gmt":"2021-10-21T20:30:36","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/21\/five-things-all-brands-need-to-know-about-out-of-home-advertising-going-into-2022\/"},"modified":"2021-10-21T16:30:36","modified_gmt":"2021-10-21T20:30:36","slug":"five-things-all-brands-need-to-know-about-out-of-home-advertising-going-into-2022","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/five-things-all-brands-need-to-know-about-out-of-home-advertising-going-into-2022\/1739\/","title":{"rendered":"Five Things All Brands Need to Know about Out of Home Advertising Going into 2022"},"content":{"rendered":"\n

By <\/em>Bob McCuin<\/em><\/a>, Chief Revenue Officer for Clear Channel Outdoor Americas <\/em><\/p>\n\n\n\n\n\n

If you were in NYC for Advertising Week, then you know what I mean when I say that famous New York energy is once again palpable. Streets are teaming with traffic, Broadway theaters are humming, and restaurant crowds are spilling over into the streets with patrons at every table inside and out. There\u2019s no denying it \u2013 New York is back!<\/p>\n\n\n\n\n\n\n\n

While consumers are out and about in droves and driving around at, or above, pre-pandemic levels, COVID has permanently shifted consumer behaviors<\/a>, and thus, brands must shift how they are planning and allocating media. I even heard an alarming stat this week that there are upwards of 70,000 ways to plan and buy media! So, it\u2019s no surprise that, against this context, advertisers are taking a more agile approach to their media investments and looking even closer at the delivery of their ads.<\/p>\n\n\n\n\n\n\n\n

But what if I told you that one medium – since its inception – has remained un-skippable, always on and prevalent during our most challenging times in history? And, that this medium now offers brands massive reach and measurable solutions that help them connect with audiences in unique ways that truly influence outcomes? Yep. You guessed it. It\u2019s Out-of-Home (OOH) advertising!<\/p>\n\n\n\n\n\n\n\n

With all this in mind, and as New York and our entire economy rebounds, here are five things all brands need to know about using OOH to enhance their customers\u2019 experience going into 2022:<\/p>\n\n\n\n\n

1. OOH builds a bridge between physical and digital worlds! <\/strong><\/h2>\n

Brands are leveraging the \u201cunmissable\u201d and \u201cun-skippable\u201d aspects of OOH to build connections with consumers \u2013 you may have noticed the increase of celebrities and audiences taking selfies of themselves and posting them on Instagram. We\u2019re in period\u00a0where brands are integrating OOH with social media to create capturable moments. The result is hugely effective. OOH is the only medium that is considered \u201cshareable,\u201d and our in-house creative teams are experts at developing the kinds of experiential and visually stunning campaigns that entice a wide array of consumer groups to be sure they are \u201cseen\u201d with your ad campaign.<\/p>\n\n\n\n\n

2. OOH is inspiring innovation through insights – and you can bring your data to the party too.<\/strong><\/h2>\n

Clear Channel Outdoor (CCO) was the first-to-market with our audience planning, retargeting and attribution suite of solutions called CCO RADAR<\/a>. Today, we\u2019re able to leverage anonymous, aggregated mobile location data, including a brand\u2019s own first party data, to help advertisers understand consumer mobility, behavior and true campaign impact \u2013 the same insights brands have available to them from digital platforms. So, what does this mean? Brands can now strategize their OOH ad campaigns in ways that allow them to \u201cbuy\u201d audiences not locations. Using RADAR, you can:<\/p>\n\n\n\n\n