In this series, we’ll dive into the latest news in the world of out-of-home advertising. Whether it’s breakthrough technologies, innovative campaigns that push creative boundaries, or industry updates that could change the way we think about OOH, we’ve got you covered.
Outdoor Advertising Overtakes TV For Reach
In a recent episode of The Uncensored CMO podcast, renowned marketing effectiveness researcher Les Binet revealed a significant shift in media consumption patterns. “Outdoor has now overtaken TV as the medium that has the broadest reach and the highest number of exposures,” Binet stated, emphasizing that “Outdoor is the only way you can reach everyone.”
This development marks a notable transformation in the advertising industry, where television has traditionally been considered the primary mass-reach medium. The shift reflects changing consumer behavior patterns and the persistent visibility of outdoor advertising in public spaces, particularly as audiences become increasingly fragmented across multiple platforms and channels.
BBC Launches Bold and ‘Anarchic’ OOH Campaign to Celebrate SAS Rogue Heroes’ Return
The BBC has rolled out a striking out-of-home campaign to celebrate the highly anticipated return of its drama, SAS Rogue Heroes. Embracing the show’s “rebellious spirit,” the campaign is unapologetically bold, with visuals that reflect the anarchic tone of the series.
Developed by BBC Creative, the broadcaster’s in-house agency, the campaign features posters seemingly defaced with spray-can graffiti that declares, “Anarchy is back.” These posters appear to have been pasted over existing ads, adding an edgy, disruptive vibe that mirrors the show’s themes of rebellion and defiance.
The creative minds behind the campaign include Tom Flynn, Andy Parsons, and Hannah Young, who have effectively brought the essence of SAS Rogue Heroes to life in public spaces. This dynamic and unconventional approach ensures the drama’s return will not go unnoticed.
T-Mobile Acquires Vistar Media, A Leading OOH SSP, For $600 Million
T-Mobile is set to acquire Vistar Media for $600 million in cash, with the goal of enhancing ad experiences for consumers and delivering more impactful solutions for advertisers.
Through this acquisition, T-Mobile will integrate all of Vistar Media’s capabilities into its T-Mobile Advertising Solutions division. This includes Vistar’s advanced marketplace and technology platform for buying, selling, and managing media campaigns across a global network of over 1.1 million digital screens. These screens are operated by nearly 370 out-of-home media owners and support campaigns for more than 3,000 brand advertisers, according to the announcement.
The deal is expected to close in the first quarter of 2025, pending customary closing conditions and regulatory approvals. By combining Vistar’s comprehensive ad-tech platform and scale with T-Mobile’s extensive customer data and insights, the partnership aims to revolutionise the digital-out-of-home (DOOH) advertising industry.
“We see tremendous opportunity to provide relevant and personalized advertising”
– JP Colaco, SVP and head of T-Mobile’s advertising business.
“Offensive” Ad Campaign Featuring Burning US Dollars Banned
The UK’s Advertising Standards Authority (ASA) has prohibited an OOH campaign by Wahed Invest, citing that it caused “serious offense.”
The campaign, launched by the online investment platform, featured six posters displaying burning US dollar and euro banknotes. These advertisements were displayed across various Transport for London (TfL) services, including the London Underground.
Following 75 public complaints claiming the ads were offensive, the ASA conducted an investigation. It determined that the campaign breached the UK’s non-broadcast advertising code (CAP Code), specifically rule 4.1, which addresses harm and offense.
The ASA highlighted that the depiction of burning currency could be interpreted as disrespectful, particularly to tourists from the United States or Eurozone countries, where currency often holds cultural and national significance.
In its statement, the ASA said:
“We considered some viewers, particularly people from the United States or Eurozone countries, would have viewed their nation’s currency as being culturally significant and a symbol of their national identity.
Although we acknowledged Wahed Invest’s view that they had not directly criticised a specific group, and that depictions of burning banknotes were commonly encountered, we considered the burning of banknotes would have caused serious offence to some viewers.
We therefore concluded that the ads were likely to cause serious offence.”
Wahed operates a Halal investment platform, offering investment opportunities made in accordance with Islamic principles, and defended the campaign. It argued that the imagery of burning money is a familiar concept in popular culture, referencing phrases such as “money to burn” or “burning a hole in my pocket.” The company stated:
“The burning of banknotes was not offensive and was portrayed in popular culture like film and TV.”
It added that such imagery and language would not be as commonly used or understood if it were broadly offensive.
In related news, the ASA announced on January 13 that it would initiate a second public consultation to explore restrictions on advertisements for “junk food.”
The CAP Code serves as the rulebook for UK advertisers, agencies, and media, and is regularly updated to reflect evolving advertising standards.
Britannia’s Billboard Campaign Lets Nature Take the Lead
Britannia, the FMCG giant, has redefined outdoor advertising by letting nature take centre-stage in its latest campaign to showcase its longstanding commitment to sustainability. Titled ‘Nature Shapes Britannia,’ the unique OOH initiative uses billboards that are literally shaped by the trees around them, symbolizing the brand’s philosophy of adapting to nature rather than expecting nature to adapt to us.
Each billboard reflects the natural surroundings, with trees influencing the art direction and typography. The design bends, curves, or compresses the brand name to fit the organic shape of the nearby foliage, creating a visual metaphor for how Britannia aligns its business practices with nature.
The billboards also feature messages highlighting Britannia’s achievements in sustainability, such as plastic neutrality, waste management, circular economy efforts, water stewardship, and energy management. By combining creative design with meaningful messaging, the campaign emphasises Britannia’s environmental, social, and governance (ESG) milestones while bringing attention to the brand’s harmony with nature.
