Episode Details

New research looks into unspoken qualities that different out-of-home formats convey, and the impact this can have on campaign effectiveness. WPP Media's Richard Kirk and Ocean Outdoor's Steve Bernard join Alex Brownsell to discuss why not all outdoor formats are created equal.

Guests:
Richard Kirk, EVP - Planning, WPP Media
Steve Bernard, Head of Insight, Ocean Outdoor
Alex Brownsell, Head of Content, WARC Media

Chapters:
[00:00] — Intro: The Hidden Powers of Out-of-Home Media
[01:47] — Meet the Guests: WPP Media's Richard Kirk & Ocean Outdoor's Steve Bernard
[02:10] — Media Signaling: How Channels Shape Brand Perceptions
[06:07] — Why Out-of-Home Advertising Needs Format-Level Research
[09:38] — Attention vs. Signaling: Two Measures of Media Quality
[12:16] — UK Digital Out-of-Home: Premium Formats and 3D Creative
[14:53] — How the Out-of-Home Signaling Study Was Conducted
[16:36] — Study Results: Premium OOH, Iconic Formats, and TV
[19:15] — Using Brand Signaling to Justify Premium Media CPMs
[23:20] — How Premium OOH Can Amplify Omnichannel Campaigns
[25:43] — What Signaling Research Means for Media Planners
[28:46] — Key Takeaways: Trust, Reach, and Attentive Signaling
[32:02] — Quality-Adjusted Reach: Planning Media for Business Outcomes

#marketing #advertising #mediaplanning #OOH

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