01/03/24: Cynopsis Digital Out of Home

Wednesday January 3, 2024

Clear Channel Outdoor has partnered with Nevada-based Terrible Herbst to enable brands to activate DOOH across the street from this year’s Super Bowl at Allegiant Stadium in Las Vegas. The opportunity comes via Terrible’s new event-focused facility, which includes the four-level stadium parking garage, as well as offering a Starbucks and the newest 784 capacity WSKY Stadium. “This spectacular display, located on the busy roadway targeting sports enthusiasts across from Allegiant Stadium and the bustling Las Vegas Strip, ensures unparalleled visibility for advertisers to uniquely showcase their brands to the stadium and tourist visitors,” said Adam Barthelmess, President, CCOA-Las Vegas. “The ‘kick-off’ of these captivating displays, along with the opportunity for city-wide brand takeovers is perfectly timed with the upcoming Big Game. Importantly, they offer an exceptional opportunity for brands to connect with sophisticated consumers during this unforgettable season and future events in Vegas.”

Branded Cities struck an exclusive agreement with Jamison Properties to represent and sell advertising campaigns on a large-format digital spectacular located at the Solair Wilshire, a high-rise residential and commercial complex on Wilshire Boulevard. “We are pleased to add The Wilshire digital to our portfolio in Los Angeles and grow our presence in this pivotal media market,” said Steven Ellman, Chairman & Chief Executive Officer of Branded Cities. “This highly visible and trafficked spectacular will be greatly desired by a variety of brands and advertisers looking to make a splash in Los Angeles.”

Times Square comes to Korea? The country’s Ministry of the Interior and Safety has designated Myeongdong and Gwanghwamun Square in Seoul have been designated as “outdoor advertising free display zones,” with looser regulations on outdoor advertisements such as billboards. The designation is aimed creating a global advertising and night view spot like Times Square and Dotonbori in Osaka, Japan. The government currently operates the COEX area in Gangnam-gu, Seoul, as a free outdoor advertising zone. “All three areas have high foot traffic and are located in symbolic spaces such as squares and tourist spots, making them highly effective areas for billboards,” said the Ministry of the Interior and Safety. “We plan to make these areas a testing ground for various digital advertising and media.”

The Mormon Church’s 30-minute Christmas-themed message played just once across 27 LED screens, in Times Square, but has since collected over 33 million views on YouTube. The 30-minute piece was part of an effort called Light the World.

Cynopsis Standouts

The countdown is on!

Are you ready to nominate the next wave of Cynopsis Standouts? Q4 nominations open on January 5th, so make sure to mark your calendars and get ready to recognize that special someone! To view our previous quarter winners, click the link below.

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WE GOTTA ASK…

It’s going to be a banner year for DOOH, predicts Jason Kuperman, Chief Product Experience Officer, OUTFRONT. Here’s why.

What innovations do you expect to see in DOOH this year?
DOOH will continue to deliver benefits through innovation for advertisers, media owners and audiences in 2024.

For advertisers, the ever-expanding availability of OOH audience data will help build greater confidence in the locations they may be buying already, or expand their list of placements to reach their targets. This audience data, combined with impression counts and CPM pricing will continue to benefit the media’s value proposition within advertisers’ overall media investments. In 2024 advertisers will continue to seek more flexibility from their DOOH, whether that is in the ability to place buys with less lead time or place dynamic creative that changes either based on their shifting marketing goals or to enable more real time relevancy with audiences to increase engagement. Advertisers will also benefit from the expanding availability of programmatic DOOH inventory, and the growing ad tech ecosystem that automates much of the buying process.

Media owners also stand to benefit from these automated approaches which should drive their costs down and, if done right, help increase occupancy and yield while delivering better service with a more efficient media product to the marketplace. However, these efficiencies will not just fall into media owners’ laps; navigating the investment such new technology and platform partners will require (often referred to as the dreaded “tech tax”) will take careful corporate planning and execution.

Last but not least is the value audiences stand to receive from a more vibrant DOOH ecosystem in 2024. DOOH in many locations can provide more entertaining and engaging full motion content to earn the attention of audiences. DOOH creative can be dynamically published to provide a variety of creative messages or content which reflects real-time occurrences and conditions, increasing the messaging’s relevance to the audience. For audiences, 2024 also will bring continued innovative creative experiences from new techniques and technologies such as anamorphic and traditional 3D, Mixed, Extended, and Augmented Reality, interactivity and all the other digital specialty creative that lay somewhere between experimentation and delivering value at scale.

What makes for a successful campaign?
With all the innovation available to try, it makes building a deep understanding of the options and how they align with your marketing goals more important than ever. Trying something new just for its own sake is never a great strategy so start by aligning the marketing challenges you are facing and see which innovations align to solve them. Most innovations have grown out of solving a problem or leveraging an opportunity, so whether it is visually breaking through in a crowded visual environment with anamorphic 3D, or day-parted dynamic creative that reflects changing audience compositions, evolutions in DOOH provide new ways to deliver value.

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Lead, manage, develop, and grow Ad Sales teams. Attract and retain the best talent. Work with leadership team to set, achieve, and grow revenue targets across OOH, Digital and Experiential. Instrumental in driving the team to exceed all expectations and goals. 15+ years’ experience in advertising, media, and relevant sales management roles. Full info HERE

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SENIOR AUDIO/VIDEO PROMOTION PRODUCER >>
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DIGITAL DIRECTOR, NEWS >>
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