JCDecaux held its annual upfronts events this week, launching the second edition of The Brand Gap – the report which last year identified a rift between what advertisers know they should be doing with their money, and where they’re actually spending it.
Essentially, those naughty marketers are pouring too much money into short term, digital sales activation, rather than thinking about the big brand building picture. As many have heard echoed on stages at the Festival of Marketing – also on this week – you have to do both.
According to Justin Gibbons, co-author of the report, combining OOH advertising with mobile/social is one clear solution because it closes the gap by covering both brand awareness and activation.
It’s not new news that the OOH industry wants to work alongside mobile – reports on their marriage date back years now. But what is interesting is that JCDecaux hosted its event in partnership with Facebook, moving the narrative on from two media channels working together to two media owners working together.
“Don’t think in silos,” Segolene Braun, regional measurement partner at Facebook, advised the audience, adding that Facebook and OOH are ‘particularly’ good at building and capturing attention – especially when it comes to driving awareness for younger audiences.
Plus, according to research by eye-tracking specialists Lumen, combining OOH with social boosts spontaneous brand recall on social by 125% and engagement by 52%.
Consequently, JCDecaux and Facebook are advocating a “two screen future” to help marketers balance their long- and short-term goals.
OOH specialist agency Kinetic is also hosting an event next week focusing on the future of mobile and OOH after the launch of 5G – so expect this marriage between screens large and small to enjoy an extended honeymoon.
WAG traffic
An absolutely splendid piece of sleuthing – followed by an elaborate sting operation on Instagram – has caught another footballer’s wife passing Coleen Rooney’s private information to the Sun.
The really fun part was that Rooney had been feeding the naughty WAG false information, resulting in three bullsh*t stories being published in the tabloid.
The Sun removed one of the stories from its website hours after the hilariously dramatic revelation on Twitter, but then later republished and said it was sticking by the article.
Well, of course it did. The truth of it doesn’t matter… but a huge spike in traffic generated by curious readers means more ad revenue. And that, in a nutshell, is everything wrong with the world of online publishing.
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