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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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Local Pastor Goes Viral with Promotion Billboards

4/24/2019

A local pastor is getting a lot of attention for the billboards she has posted across the city.

Pastor Kia Moore’s plan was to promote “The Church at the Well,” which is located inside White Station High School.

She marketed her church with the billboards, which were only supposed to stay up through Easter Sunday.

However, they are so popular that Pastor Moore says they will remain up through Wednesday

"Well, we've been running billboards for six months... the ones that say, 'We make wells,' some that say, 'God heard your prayer.' But last Sunday, I was just in prayer and God was like, 'do it.' I've been wanting to do these billboards and there were some people who were discouraging us from doing it and I just got the guts to do it," said Moore.

Pastor Moore started the church in October and says she is the first African-American milennial woman to plant a church in the Bluff City.

[ read more ]

Shopify’s First Brand Ads Want You to Go From Making Things to Building a Business

4/17/2019

[ read more ]

Ad Spending Hits a New High as Search Ads, Out-of-Home and Amazon Rise

4/5/2019

Marketers drove U.S. advertising spending to a new peak last year, fueled by several large ad events—the Winter Olympics, the World Cup and the midterm elections—as well as demand for keyword-search and out-of-home ads. [ read more ]

Digital OOH Trade Groups Consolidate 'Best Practices'

3/26/2019

A day after the Media Rating Council released proposed standards for measuring video ads across platforms, a consortium of five trade organizations this morning released a compilation of “best practices” for running ads in digital out-of-home media. [ read more ]

McDonald's is Seeing Success with Waze in Boosting Ad Results: Marketer's Brief

3/7/2019

The fast-feeder is delivering map ads near its billboards [ read more ]

4 Use-Cases To Leverage OOH Data

1/15/2019

The ability of advertisers to reach consumers in specific geographic locations has always been a unique out-of-home (OOH) advertising strength. A focus on location and contextual relevance is a big reason why OOH provides value to advertisers and consumer — and always will. [ read more ]

AD Age's 2019 Industry Predictions

1/8/2019

As a new year cracks open with considerable tumult—both in the markets and on the floor of CES—there's one thing you can count on: Ad Age staffers pooling their collective know-how to take a whack at predicting what lies ahead in the worlds of media, tech, retail, social platforms and more. [ read more ]

People love Instagramming billboards–and it’s great for advertisers

12/21/2018

It just takes one. One billboard, in one city, with a message can travel the globe in an instant. Remember Deadpool‘s Valentine’s Day magic? 20th Century Fox made a single gag billboard positioning the superhero action flick as a romantic love story, and it went around the world as soon as star Ryan Reynolds posted it to Instagram. [ read more ]

Tech Giants Turn to Madison Avenue to Burnish Image

12/19/2018

Kantar doesn’t break out spending on individual media, so it’s hard to know how much the companies are spending on TV compared with print, radio or online. But other data shows that one category where tech companies have become a major advertiser is billboards. [ read more ]

OAAA Announces Waze as a Tech Member

12/6/2018

OAAA announced that Waze, the world’s largest crowdsourced navigation app, has joined the OAAA as a Tech Member, the 39th overall and 13th to join during 2018. OAAA Tech Members are any companies that provide technology and data services or products to the OOH advertising industry. [ read more ]

OBIE Twitter Feed
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The OBIE Awards @TheOBIEAwards • May 22

RT @OUTFRONTMEDIAUS: We Get You Space Coasters 🚀 A huge congratulations to our #OUTFRONTStudios for winning a Bronze #OBIEAward for their h… http://bit.ly/2EoBB26

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The OBIE Awards @TheOBIEAwards • May 22

With puns like that, it sounds like you’ll be vying for an #OBIE in copywriting next year! https://t.co/5HPH4lee7T http://bit.ly/2JV2CxL

@TheOBIEAwards

The OBIE Awards @TheOBIEAwards • May 22

RT @femalequotient: Women who support other women deserve a place in heaven! @nfletcherOAAA @YourOAAA #OOH2019 https://t.co/x251RxMVVd http://bit.ly/2EoDvzU

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The OBIE Awards @TheOBIEAwards • May 22

RT @nfletcherOAAA: My gratitude to Kevin Sr, Kevin Jr, and Sean Reilly - all CEO’s @LamarOOH and all @YourOAAA chairmen and all giants in t… http://bit.ly/2JWnFjF

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The OBIE Awards @TheOBIEAwards • May 22

The winner of the coveted Platinum, Gold Experiential, and Gold Integrated #OBIE Award is none other than @VICELAND… https://t.co/xL88sQUbsl http://bit.ly/2JWWKUW

Order the 2018 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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