Intersection CEO Chris Grosso says that the crumbling of tracking cookies and increasing consumer data protections will benefit publishers that can deliver "premium content and context." While Google and Facebook have their advantages with user data and engaged communities, "out of home will continue to be the most cost-effective, privacy-friendly and brand-safe way to reach consumers, if you want to target a geography," Grosso says.
PQ Media estimates global out of home media spending dropped a record-breaking 13.3% in 2020 to total $51.6 billion, including a 21.1% drop in the US to $8.73 billion. However, PQ estimates 7.3% growth this year in the US with a return to pre-pandemic levels around 2022 for digital OOH and 2023 for all of OOH media.
Chevrolet revealed the 2022 Silverado ZR2 during NBC's broadcast of the opening game of the 2021 NFL season with a 60-second spot starring actor Chris Pratt, NASCAR driver Chase Elliott, music artist Breland and off-road racer Chad Hall. The ad shows NBC's Michele Tafoya providing a running commentary of the truck's features as used by the celebrities.
VaynerMedia's 90-second spot for Pepsi's new limited-edition Soda Shop drinks stars Doja Cat as Sandy from "Grease" putting a modern spin on the movie's hit "You're the One That I Want." The ad debuted during MTV's Video Music Awards show, which was hosted by Doja Cat, and marks the 50th anniversary of the musical.
Droga5 New York's latest spot for Petco's "It's What We'd Want If We Were Pets" campaign addresses the mental health of pets as their humans return to the office. The 45-second "What now?" ad shows a dog's emotions through the actions of a man who expresses feelings of loneliness and acts out by despondently destroying a pillow before directing viewers to the brand's site where pet owners can make a plan for their furry friends.
RTFKT, which creates fashion items and avatars for the metaverse, has gained notoriety for its FEWOCiOUS' limited-edition sneaker collaboration that generated $3 million in sales, writes Cathy Hackl. RTFKT is expanding its reach by selling 20,000 3D avatars via its Akira Project that can traverse metaverses and are being promoted via Discord and social media channels.
The Martin Agency's new spot for DoorDash shows a man at work using the DashPass subscription service to deliver treats to his dog throughout the day, before arriving home with the ultimate treat, Busch's limited-edition Dog Brew. The push includes an exclusive buy-one-get-one-free offer on Busch Dog Brew for DashPass members.
Amani Duncan, president of BBH USA, talks about creative inspirations and favorite work. Duncan explains why the "Glass Ceiling Breaker" campaign with the National Women's History Museum and Chief is her favorite-ever project and why she's most proud of BBH's "Black Owned Friday" push for Google.
A federal judge has issued a ruling in Epic Games' antitrust lawsuit against Apple's App Store, stating that Apple cannot bar developers from using app-based "metadata buttons, external links, or other calls to action that direct customers to purchasing mechanisms, in addition to In-App Purchasing," or "communicating with customers through points of contact obtained voluntarily." However, the ruling also requires Epic Games to pay at least $4 million to Apple for breach of contract after collecting Fortnite payments outside of Apple's in-app system; Epic has already submitted a notice of appeal.
The growing popularity of augmented reality gives brands an opportunity to add an exciting, personalized layer to physical experiences and events through scannable media and codes, writes Max Askwith, global digital and innovation director at Dentsu's iProspect agency. Use the technology to "move away from passive storytelling -- people want to be a part of (and in control of) a personalized story or adventure, especially at physical events," Askwith writes.