“I like to think that out-of-home advertising is just public space art that happens to be sponsored by your brand,” Josh Gurgiel , head of oOh!media’s creative and innovation hub POLY , told Mediaweek . oOh!media has been at the forefront of a recent burst in out-of-home advertising creativity. Breaking away from the static billboard, campaigns include live streaming a digital fashion show in Sydney into Melbourne to relaunch the new Pepsi brand , and a live-action fight sequence stunt to promote Ryan Gosling ‘s most recent film, The Fall Guy.
“ My team, we think of ourselves as ‘the joy factory’ . At the end of the day, we have the opportunity to work hand in hand with brands to create joy in public spaces, and that is not something lost on us,” said Gurgiel. “A great out-of-home execution exemplifies the power of when a great brand understands what resonates with their audience, and then it’s brave enough to put that in the public domain.
They will reap the rewards of the public responding, doing their media buy for them by amplifying that online , as well as leaving with a positive sentiment about the brand.” There is method behind the madness, and if you peek behind the curtains of ‘the joy factory’, you’ll find the numbers back up the talk, according to Gurgiel. “We’ve done several studies with Analytic Partners , looking at the ROI from spending on out-of-home.
One thing that came out of that was that 41% of the ROI that’s generated for.
