The hidden powers of out of home media

New research looks into unspoken qualities that different out-of-home formats convey, and the impact this can have on campaign effectiveness. WPP Media's Richard Kirk and Ocean Outdoor's Steve Bernard join Alex Brownsell to discuss why not all outdoor formats are created equal.Guests:Richard Kirk, EVP - Planning, WPP MediaSteve Bernard, Head of Insight, Ocean OutdoorAlex Brownsell, Head of Content, WARC MediaChapters:00:00 — Intro: The Hidden Powers of Out-of-Home Media01:47 — Meet the Guests: WPP Media's Richard Kirk & Ocean Outdoor's Steve Bernard02:10 — Media Signaling: How Channels Shape Brand Perceptions06:07 — Why Out-of-Home Advertising Needs Format-Level Research09:38 — Attention vs. Signaling: Two Measures of Media Quality12:16 — UK Digital Out-of-Home: Premium Formats and 3D Creative14:53 — How the Out-of-Home Signaling Study Was Conducted16:36 — Study Results: Premium OOH, Iconic Formats, and TV19:15 — Using Brand Signaling to Justify Premium Media CPMs23:20 — How Premium OOH Can Amplify Omnichannel Campaigns25:43 — What Signaling Research Means for Media Planners28:46 — Key Takeaways: Trust, Reach, and Attentive Signaling32:02 — Quality-Adjusted Reach: Planning Media for Business Outcomes#marketing #advertising #mediaplanning #OOH For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe