Our weekly overview of the best OOH stories you may have missed this week, with comments from BB

1. Oh they said today - Matthew Lowe of BBDO

OOH today's reception

Hopper wrap; A man from the upper agency level (lower) comes out and asks what happened. Like most when confronted by hand in the ‘cookie jar’, they will write Matthew Locke as an outlier. A misfit. Everyone else had less courage to speak openly but others lacked the courage to speak openly. The BBDO creative director asked the question in a recent LinkedIn post with 7 years of experience at the agency under his belt. See here 6Don't get me wrong.

Good luck to you Matthew Lo! Thanks!

- BB

2. Goodyear stands in the small town of Georgia

Budget-friendly active sunglasses brand Good For a good reason, Carl chose to start Georgia's first large-scale awareness campaign. The city (population 269) shares the same name with Carl de Fleming, Gooders Mascot and the honorary CEO.

OOH today's reception

I hope they got the results on social media that they should have expected. Let your data and software ‘for experts’ be true, the only real data to be calculated on the sales and revenue line. Forget it and you have no agency. Investments without returns cannot be kept 'burned' through cash. While I’m here, I can also do creative criticism. Cute? Probably a 6. Pink flamingo is over. Choose to use posters and cutouts and extensions as well. Correct at 6.75

3. Twenty-two frontiers outside the border

OUTFRONT has acquired a portfolio of Prime DOOH assets from Calgary, Alberta, Canada Leading Outdoor Inc.., Founded by father and son, Vance Macdonald Sr. And Vance Macdonald Jr.

4. Study: OOH paving the way for post-epidemic marketing renaissance

OOH today's reception

"Remember"? Pay more attention to their physical surroundings? You decide what that means and let me know.

- BB

5. The US advertising market is flattening - an analysis of the rest of the advertising industry

OOH today's reception

Yes in the face of it, any double-digit increase is impressive. Let's remember the importance of growth compared to what?

We will compare the OOH revenue growth towards the end of the year Compared to 2019. In addition, that indicative growth thing is a 8-part or 8-face reality as each time a pole with a digital face goes to the ground or is attached to a wall. Expectations and revenue growth should be calculated with ‘same store’ or organic growth sales figures. If you continue to make more signs especially at time 8 or buy enough competition, of course you are going to grow, this is not real growth.

- BB

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SmartFi MediaAnnounces Launch of a Digital Out-of-Home and In-Retail Digital Advertising Platform Small business income +A program that enables any business with store windows - from the Bodegas to the liquor store to the gym - instantly realizing a growing and recurring revenue stream from digital advertising - at no cost to them and no management required.

With which these activities are being conducted in partnership Samsung C&TA global construction and engineering company and a parent company of Samsung Corporation, it provides small businesses with the installation of a 55 "Samsung digital screen at no cost, which is integrated with both the Samsung Advertising Intermediary Level and Vister Media Programmatic Platform for instant revenue generation.

SmartFi Media support provides retailers with a Content Management System (CMS) for traffic analysis as well as displaying their own dynamic content. Small businesses can detect any category of advertising they don't want to run on their screen.

The program has been running beta in New York, Boston, LA, Chicago, Miami, San Francisco, Austin, Tampa since the beginning of 20022, and will soon expand to Phoenix and Washington.

"Small businesses are still struggling with the aftershocks of the epidemic lockdown and now the effects of inflation," he said. Joe Cunigonis, CEO, Smartify Media, “But they have significant unlocked revenue potential in the form of media value in their physical space. SmartFi Small Business Revenue + is a cost-effective way to realize this potential of repetitive digital advertising revenue without any shortage of resources for their management. The program helps create foot traffic for these businesses and enhances the store experience through content and advertising that brings energy and vitality to these locations. "

About SmartFi Media

SmartFi Media is a national digital out-of-home (DOOH) and in-retail digital advertising platform that focuses on location-based data and customer experience. Founded by technology and advertising industry leaders who understand how to use technology and data to enhance valuable retail space and maximize programmatically competent advertising campaigns for advertisers, Smartify aims to help any property owner quickly and easily understand the underlying media value of their physical space. Allowing monetization. It generates recurring revenue from digital media campaigns.

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Volta Inc.An industry-leading electric vehicle ("EV") charging network for power vehicles and commerce, has announced that it has partnered with Kroger Co., America's largest grocer, bringing a mix of DC Fast and Level 2 Volta charging stations for Kruger customers nationwide. Volta has launched 16 Kroger locations in the Atlanta and Indianapolis areas and plans to expand throughout the year to Columbus, Cincinnati, Louisville, Nashville, Michigan and Southern California.

Volta offers uninterrupted and reliable public charging that complements consumers' daily lives and routines - where they meet people shopping, working and playing. Dazzling, large-format digital screens are strategically located a few steps away from the entrance to premier commercial locations, doubling Volta stations as an innovative media network, allowing brands to block their shopping lists shortly before they enter a store to shop. Volta's third-party measurement solutions enable the company to determine increased sales lifts and increased returns on advertising costs (ROAS) at the store level for retailers and brands that campaign on the Volta Network.

This collaboration enables Kroger to tap into Volta's high-impact media inventory for its own advertising clients, expand the power of Grosser's retail media network, and simultaneously drive measurable business results and environmental impact.

"Volta continues to accelerate the switch to electric transport by making charging as convenient, accessible and affordable as possible. At the same time, we are unlocking new economic opportunities for brands and retailers - proving that businesses can thrive while building a sustainable future that benefits all of us. " Brand Hastings, Chief Commercial Officer at Volta. "We look forward to working with Kroger to create new customer experiences and bring important EV infrastructure to communities across the country."

Increasing customers' access to electric vehicle charging is another milestone in Grocer's sustainable retailer's ongoing mission, which underscores its commitment to mitigating climate change.

About Volta
Volta Inc. (NYSE: VLTA) is an industry-leading electric vehicle ("EV") charging network powering vehicle and trade. Voltaire's vision is to create EV charging networks that capitalize and catalyze the transition from combustion-driven miles to electric miles by setting up consumer living, working, shopping and play stations. By facilitating a data-driven understanding of driver behavior to provide an EV charging solution that fits seamlessly into people's daily routines, Volta's goal is to help build the infrastructure of the future as well as benefit customers, brands and real-estate positions.

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By Dean Stallone
CEO, PMD Media

As a leading indicator, the numbers are quite stringent; The total amount of retailers vs. all other types of stores PMD MediaIts independent storefront network is rapidly declining.

As of April 2018, retail stores accounted for 22.4% of PMD's 45,000 independent U.S. storefront network. By April of this year, just 4 years later, this percentage had dropped to 17.5% of the total network, a drop of about 5-points.

PMD is an excellent source of information on this front. Our field staff has personally visited dozens of cities, hundreds of neighborhoods and thousands of retailers in the last four years. We can compile a narrative about the current state of the real-world retailer like a few others.

What is the cause of this fall? Is there a general trend for online brick-and-mortar shopping? Is the effect of Kovid-19 still being felt in the growth of e-commerce? And is this a trend that is increasing or decreasing as we move from an epidemic economy to normalcy?

To put it bluntly, the retailer movement has been going on since long before March 2020.

From online to offline and back again

No company is more responsible for the transition to the online world of e-commerce than Amazon. The company has made shopping so easy, and shipping so fast, that more than 148 million Americans are members of Amazon Prime - about 50% of the entire US population.

Amazon is arguably the world's most advanced online retailer, with its retail media network earning billions of dollars a year, including gold-value and highly sophisticated customer targeting for RMN.

Excluding the current retail trend, Amazon is opening brand new brick and mortar grocery stores. Amazon Fresh, as they are called, is a physical grocer, with advanced "Just Walk Out" technology, where you don't have to check out. Amazon only knows what's in your shopping cart and charges your credit card on file. (Note for thieves: no shopping is possible)

Marketing is equally attractive for these brand-new, technology-advanced stores. Amazon is taking a low-tech approach with a large portion of their marketing budget, pointing to storefront billboards and custom creative ones. Old-school sales offers and buyer specials are displayed to bring people to the store, just as grocery retailers have been advertising for generations.

Warby Parker Another online retailer that has moved to the real world. Launched as a full-fledged online eyewear store, it says most of its business is now done in more than 150 brick and mortar locations across the country. Founded in 2010, Home Tri-On was a thing of the past, even before D2C became a word. You can order 5 pairs of frames at your home or office, give them a try and then decide which one you like best.

Now, Warby customers can go to a store and try out 50 pairs and see which one they like the most. Talk to a living person and ask for face-to-face professional advice.

View from the ground

From what PMD Media brand ambassadors have seen in more than 60 cities in the last 12-48 months alone, the United States has far more retail locations than last year. While some cities have performed better than others, the major coastal metro areas of New York and San Francisco are much worse off than small markets, with Midtown vacancy rates up to 30% higher. Markets like Nashville and Austin are doing much better, with only 3-5% void rates

Since the epidemic, there has been an acceleration towards online retail, but the numbers seem to suggest a stabilization lately, especially since people are returning to the physical world after being locked in their homes for two years. Being able to touch a product for sale, see it in person and talk face to face with a salesperson is now seen as a luxury. I often found myself picking up my phone to buy something, and instead of opening my butt, I jumped into my car and went to the local store.

Retail defeat on us? Maybe. Or perhaps, now there are more choices. The miracle of personal shopping is still here and I would argue, to stay here.

After buying 100 times before, do you know exactly which toothpaste you want? An online store may be the best choice for you. Want to sit on that sofa to see if it's comfortable before you send it home? A brick-and-mortar location is still the best choice.

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Oh! Media Names Leadership Team for Innovation Hub Polly

PollyThe Creative and Content Innovation Center, from oOh! media, has announced a team of leaders who will work with advertisers and agencies to push the creative boundaries of the home.

Launched in May, POLY works with marketing and agency partners to develop and improve campaign ideas and content solutions that demand the attention of consumers as they move forward.

	Creative director Peter Galmes An award-winning marketing specialist with expertise in digital, experimental, PR and social issues. With over 20 years of experience, he has joined POLY from Ogilvy and has worked for other leading companies including We Are Social, DDB and TBWA in some of the world's largest technology, pop-culture and entertainment brands, including Netflix, Samsung and Volkswagen.
	They are Yawamoto He is the head of POLY's operations and creative and before that oh! He joined PopSugar, a US-based pop-culture site, where for seven years he held senior leadership positions, including responsibility for driving strategy, operations and innovation.
	Head of content, Ryan Wagner-HughesA content and marketing professional with over 10 years of experience across both publisher and brand operations of publishers including Junky Media and Fairfax.
	The production director is rounding out the team led by Polly Richard Moore Who has more than six years of work experience starting from oh out of the house! Three years ago he was promoted to lead the company's production capacity as a creative production manager.

Neil Auckland, POLY CEO & Chief Content, Marketing & Creative Officer, Oh! "The response from POLY has been incredibly positive, with marketers and agencies taking the opportunity to push the boundaries of creativity out of the home," he said. We've built a team that thinks first of ideas, but with the depth of knowledge and IP out of the home, offering something unique and exciting in a place we think is just about to grow and innovate. Oops! Focusing on attracting and retaining the best talent in the market, and Peter, Tara, Ren and Richard, we've put together a team of experienced creative leaders, and I'm glad to be able to work with all of them and the other 20-strong team. "

Oh, about the media
Oh! Media is a leading out-of-home media company that promotes public spaces by creating attractive environments that help advertisers, landlords, tenants, community organizations, local councils and governments reach a larger and more diverse audience.

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Once a week, but never weak

"Stay close"

By Nick Coston, US sales director, Neuron; Art Savant

For the past 3 years or more, whenever I connect with a person on LinkedIn, I sign out saying "Stay Close". I used to say that in my emails too, but a lot of wise people said "what will I be with"? I couldn't answer that. But the way I look at it, it must mean something beautiful. I don't say "please, get lost" or "play in traffic" or "get off the lawn".

That, you must understand.

"Stay close" was a phrase that was a nice, smart and generally, very funny publisher I used when the phone hung up. Will Lippincott was very dramatic, he would lower his voice to several octaves, then say it in a Tom Hanks flasetto tune. "Stay close". With an awkward smile always across her thin, expressive face.

He was also a good writer and editor. I imagine she has a red ballpoint pen while reading this piece and she is correcting.

I don't know where he got this phrase from, but I bet he's imitating an advertiser. Will was also a great salesman and occasionally imitated people after sales calls. However, from where I hijacked the phrase "stay close".

These days, I think it's quite appropriate.

I like to hang out with former colleagues, whom I have met over the years in my market rides, vacations, lunches and softball leagues. And since I'm out in the fields of entertainment, publishing, and advertising, you can't really help but run around with people you've drank with or fallen to their knees. Sometimes you see them on the street or in fancy restaurants. Other times you see them on TV, usually interviewed on our local networks or in the sports segment. Dad's six degrees, my kids call it.

Our industry can be quite volatile. When the economy sinks, when a huge epidemic spreads across the country, when planes crash into tall buildings, advertising is one of the first things that takes a big hit. Magazines shut down, sales staff shrinks, media buying budgets are all wasted, and people you know year after year are suddenly fired. Companies are bought, local management removed and their own people brought in. This is happening now in a medium sized billboard company not far from where I live. Longtime regulars will lose their gigs, wondering where they will end up next. It's not like they get a piece of the sale.

On the other hand, at this past OOH conference in Marco Island, FL, I saw 3 OOH media professionals who lost their gig almost a year ago. But do you know who is with them? Me. Because I went through it too. And there were those three men, two men and a woman, wearing unadorned clothes, working for a new company, representing them at the big fancy JW Marriott. As happy as it can be. Each of them thanked me for keeping in touch with them and invited me to visit their market. It has the advantage of being close.

It's not easy to do and it's not for everyone. There is an art to staying close to those who are suddenly dropped, which is no longer relevant or maybe they don't bring you business as before. You don't really need them anymore, so maybe I'll just shake hands and say hello, keep walking. The advertising industry can be very cruel, such as a private, clickish high school. Sometimes it is very difficult to be with people, suddenly you have to be associated with someone who is looking for a job.

That’s why, for so many years, I’ve embraced being around. Just this past week, in 1989, when I was working in New York City, one of my first friends lost his young son in a tragic car accident. Her son was 23 years old, the same age as my son. The expression of love and kinship towards my friend Bob, his wife and his two surviving children was immense. We’ve all been around, made a point to check in with everyone, made a point by looking at photos posted on Facebook for family events, birthdays, weddings. Occasional emails, occasional phone calls, maybe meeting every three years. Follow each other's sports teams.

Bob and his friends were all around. So when tragedy strikes, a huge community of friends gathers around him. We were all there for him, his wife and his two sons. We stayed close.

We were all in the advertising industry. We all lost our gigs, some of us more than once. Being close means giving each other confidence, naming each other for interviews, giving someone to talk to. We all went through the death of grandparents, parents and sadly, now children. Many of my former colleagues are no longer in advertising, they have become famous chefs, mortgage brokers, yoga instructors, comedians. But somehow, we found it easier to stay close.

So when I sign off, and I write "stay close", I really mean it. You could be a client, an agency, an artist, a bill poster, or God forbid, a printer. I plan to stay close. And you should too. It can mean a lot to anyone. Stay close. Because when you at least expect it, you can make their day.

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