News & Events

<< Return to List

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.

<< Return to List

Oakland Museum and artists bring civic engagement to billboards

9/25/2018

The Oakland Museum of California is closed on this September morning, but outside art handlers are carrying pieces of a new installation up the loading dock, while bracing themselves in the breezy weather. Passersby observe curiously, while a security guard stands watch. [ read more ]

Kale growing on a billboard? Bayer erects eye catching signs following Monsanto acquisition

8/29/2018

Area motorists may have noticed two unusual billboards lately — each devoid of words and featuring a green, leafy version of the Gateway Arch superimposed before the St. Louis skyline. [ read more ]

Why Hyperlocal Campaigns And OOH Are More Important Than Ever For Brands

8/21/2018

With media saturation at an all-time high, CMOs and marketers need to constantly challenge their assumptions. This means seeking out new data to understand the customer journey. The reality is the effectiveness of digital, social, and mobile ads is on the decline. More than 30% of people are using ad blocking on their smartphones. Not to mention there are also fraud and other challenges. [ read more ]

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

8/16/2018

A new study conducted by Rapport, the out-of-home arm of IPG Mediabrands, has drawn a direct connection between Out of Home advertising and greater trust in social media. [ read more ]

The Advance of Digital Billboards

8/7/2018

On July 25, OAAA hosted a webinar for non-members, explaining how the trade association boosts sales and protects assets. Insider is posting a three-part series based on this webinar. In Part One, posted August 1, Myron Laible explained OAAA problem solving. In Part Two, Ken Klein describes the advance of digital billboards, and OAAA’s role. [ read more ]

The Next Hot Medium for Digital Startup: New York City Storefronts

8/7/2018

Rising rents for brick-and-mortar locations and competition from online retailers have left many storefronts in New York City unoccupied for months at a time. One digital startup is looking to take advantage of that real estate for advertising. [ read more ]

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

7/19/2018

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 ]

Gordon Feller talks about the real potential for Smart Cities and Digital OOH

7/18/2018

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

5/31/2018

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 ]

OBIE Twitter Feed
@TheOBIEAwards

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • Oct 12

RT @OUTFRONTMEDIAUS: Charmed returns! #OOH @cw_charmed @TheCW https://t.co/2Z3bXEoPVP http://bit.ly/2IQdCtB

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • Oct 12

RT @nfletcherOAAA: #OOH Political Ads: 'Essential to 1st Amendment Protection' | OAAA Special Reports https://t.co/JcLMyOlRTf http://bit.ly/2IV8aGc

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • Oct 9

RT @GeopathOOH: 2019 OBIE Awards Are Open for Entries! @TheOBIEAwards @YourOAAA #OBIE Enter Here: https://t.co/URWRcuej1U http://bit.ly/2IKwg69

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • Oct 9

RT @nfletcherOAAA: .@TheOBIEAwards 2019 Call for Entries is Open for Submissions of the best #OOH #DOOH creative in the last year https://t… http://bit.ly/2IKL9ph

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • Oct 9

Time to Throw Your Hat into the Ring. The 2019 #OBIE Awards Call For Entries is now open. https://t.co/r3mSMMQDUs https://t.co/cp6pWCQEGZ http://bit.ly/2IPc2sc

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.

Order Now