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Spotify’s OBIE Win Spotlights Other Media Use of Out of Home Ads

Date: May 11, 2018

Summary:
Spotify, the music-streaming platform, won the grand prize for its quirky ad campaign that spoofed 2018 goals. The award-winning campaign was created by Spotify’s in-house group, Ad Age’s 2018 In-House Agency of the Year.

Body:

Spotify’s OBIE Win Spotlights Other Media Use of Out of Home Ads

Spotify won the big prize at the 2018 OBIE competition — fittingly “Platinum” — showcasing how other media rely on out of home (OOH) advertising.

Spotify, the music-streaming platform, won the grand prize for its quirky ad campaign that spoofed 2018 goals. The award-winning campaign was created by Spotify’s in-house group, Ad Age’s 2018 In-House Agency of the Year.

“We are big believers in the importance of out of home advertising in today’s crowded media landscape,” said Spotify. “In advertising, the simplicity of an idea is vital, and being able to effectively communicate a simple idea on a single piece of OOH is an invaluable tool of creativity. And while the (ad) industry is doing incredible things in all mediums, OOH continues to produce some of the most impressive work year after year.”

Spotify’s award-winning campaign was inspired by the creativity and quirkiness of its users, the company said. Discovering an “I Love Gingers” playlist comprised of 48 Ed Sheeran songs provided fodder for creative ad ideas.

OBIE awards for outstanding creative in OOH media were presented May 8 in Austin, TX, by the Outdoor Advertising Association of America. Nearly a quarter of the advertising campaigns selected as finalists in the OBIE Awards were from media companies.

Netflix and Hulu also won OBIE awards, along with other leading media brands in print, film, radio, and broadcast. Ad teams for these other media said out of home amplifies their message in the real (physical) world.

Droga5 agency, which created the award-winning “The Truth is Hard” campaign for The New York Times, said creative work in the evolving media landscape “should continue to live beyond broadcast, online video, and social media in order to make a cultural impact.”

“Although we did not intend for this campaign to engage influencers,” said Droga5, “our work inspired notable influencer, and leader of the free world, President Donald Trump to weigh in on the creative work.”

National Geographic publishes and broadcasts premier photography. It won a special OBIE for OOH display of photographer Joel Sartore’s Photo Ark images of endangered animal species.

“We launched the campaign in the heart of Times Square with an orchestrated, hour-long takeover of more than a dozen digital billboards,” recalls National Geographic. “Thousands of Times Square visitors were stopped in their tracks by 30-foot-tall images and videos of endangered species.”

Kinetic Worldwide won OBIE recognition for NBC’s “This is Us,” which chronicles the Pearson family across the decades. Kinetic said its work on this inter-active campaign – featuring selfies — reminds “marketers it’s not always about pushing out content but creating it together.”

Viceland and HBO also won OBIE honors, along with leading film studios.

Capping the point that old-is-new, Minnesota Public Radio’s OBIE-winning campaign promoted classical music.

Since 2009, spending on OOH ads increased more than 25 percent to $7.7 billion last year.

In 2017, billboards accounted for 65 percent of total OOH revenue, while street furniture, transit and place-based ads accounted for the rest.

The top-20 OOH advertisers last year (in order) were McDonald’s, Apple, Geico, American Express, Google, Amazon, Coca-Cola, HBO, Verizon, Chevrolet, Netflix, Warner Brothers, Sprint, State Farm, AT&T, Metro PCS, Samsung, Disney, Toyota and Comcast.

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Study links OOH advertising with increase in search and social media brand activity

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Out of Context(ual) - How digital signage, billboards, and aerial banners dominate the 2018 Contextual OOH OBIE Award category

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The 2018 OAAA OBIE Awards showcased the best of the best in out-of-home (OOH) advertising. August 2017's total solar eclipse was inspiration for two nods in the Contextual OOH category: Adams+Fairway's Bronze OBIE "Eclipse Live Feed" campaign and Maryland Science Center's finalist work, "Science Center Eclipse 2017 Digital Campaign." Billboards – both static and digital – reigned as this year's Contextual OOH application of choice, proving that in a world of ever-changing outdoor advertising, the tried and true OOH staple is still right at home. [ read more ]

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I can’t say I’ve been all the enthralled by what I’ve seen so far with smart cities initiatives that involve digital out of home media companies. For the most part, they’re just digital posters with some wifi and maybe some sensors tossed in so the things can be called “smart.” [ read more ]

Heights artist’s work featured on Billboard

6/12/2018

The Houston artist that loves to share the beauty of the underwater world now has her work prominently displayed on a billboard near The Galleria. Artist Janavi M. Folmsbee was one of three artists selected by Houston First Corporation for the Sky Art project that featured prints of local artists’ work on billboards around the city. [ read more ]

Puzzling Billboard Messages In Seattle Are Part Of Art Project On Loneliness

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You may have wondered about a series of billboards that have been up during May in Seattle. They include cryptic messages such as “you’re not alone” and “my destiny is louder than my comfort.” The signs don’t give you any indication of the sponsor. It turns out they are part of an art exhibit called A LONE. [ read more ]

Brands Are Sponsoring Emergency Roof Tarps in Puerto Rico, Turning Paid Media Into ‘Aid Media’

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The conditions in Puerto Rico may be out of the wider public eye, but many are still awaiting basic necessities, like shelter or power. [ read more ]

Mean Girls In OOH

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The Broadway Musical’s OOH, placed by Billups, is “incredibly proud to have brought” the Mean Girls’ Time Square and ‘subway takeover’ to life. [ read more ]

Spotify Pushes Its Free Tier With Fake Movie Trailers and Witty Outdoor Ads

5/15/2018

Check out Spotify’s latest films, both part of a major new marketing campaign from the music streaming company titled, “Love What You Love.” [ read more ]

OBIE Twitter Feed
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The OBIE Awards @TheOBIEAwards • Aug 3

RT @YourOAAA: How #OOH celebrates #InternationalBeerDay - with "probably the best poster in the world." @carlsberg https://t.co/rJOv85aPZF http://bit.ly/2LSw3Tt

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The OBIE Awards @TheOBIEAwards • Jul 30

RT @nfletcherOAAA: Thought Leadership from @YourOAAA: Is Our Obsession Over Data the Right Data by @idallimore @LamarOOH https://t.co/44Ws… http://bit.ly/2vj3Zx9

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The OBIE Awards @TheOBIEAwards • Jul 19

Out of Context(ual) How digital signage, billboards, and aerial banners dominate the 2018 Contextual #OOH OBIE Awa… https://t.co/JEaSoWKgoi http://bit.ly/2NquPew

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The OBIE Awards @TheOBIEAwards • Jul 13

RT @SFreitasOAAA: https://t.co/8CXr0RxIXM http://bit.ly/2L9R5vu

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The OBIE Awards @TheOBIEAwards • May 31

RT @nfletcherOAAA: Lucky Steve Nicklin @YourOAAA exploring #OOH capabilities today with @karshhagan founded on the power of a great idea ht… http://bit.ly/2suirkx

Order the 2017 OBIE Awards Book

The OBIE book is a lasting tribute to the most creative OOH campaigns of the past year. The book is a collection of all the Finalists, Silver OBIE, and Gold OBIE winners, complete with insights from the creative teams behind each campaign.

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