Anyone who’s been outside recently can attest to the fact that there are more billboards, bus stop ads, and building wraps than ever before. Out-of-home advertising (OOH) is on the rise, and it’s not surprising why. OOH offers several advantages that appeal to marketers, especially in today’s climate. Let’s take an in-depth look at some of the reasons OOH is making a comeback.

What is OOH Advertising?

OOH advertising is a form of marketing that uses physical displays to reach consumers when they are outside of their homes. Billboards, bus shelters, benches, and even elevator doors are all examples of common OOH media. OOH-advertising can be traced back to the late 1800s, when businesses started using billboards to promote their products and services.

A recent study by The Harris Poll found that TikTok users are the most likely to have seen out of home advertising in their social feeds, with 82% reporting seeing such ads frequently. This is followed closely by Instagram (81%) and Facebook (80%).

Though out of home advertising is still primarily a traditional medium, with billboards accounting for about 75% of total category ad spending, digital formats such as in-office video screens and electronic displays are making inroads.

By 2026, the share of overall OOH ad spend devoted to digital will come to 41.3%, up from one-third this year. So it’s clear that social media is playing a role in driving interest in this once-declining form of advertising. And as more and more people become plugged into their social feeds, we can expect to see even more out of home advertising popping up in our everyday lives.

One of the most traditional forms of out of home advertising is the billboard. Though they may seem old-fashioned in today’s digital world, billboards are actually experiencing something of a renaissance thanks to social media.

A recent study by The Arbitron Company found that 57% of consumers said they had noticed an uptick in the number of billboards they’d been seeing on their commute, while 45% said they had noticed more OOH ads while walking or running errands. And of those who had noticed an increase, nearly half said they attributed it to social media.

It makes sense when you think about it—if you’re constantly scrolling through your feed and seeing ads for products and services, you’re more likely to notice them when you’re out and about in the real world. And with outdoor advertising companies investing more heavily in digital displays, we can only expect to see more and more billboards popping up in our everyday lives.

Flexibility and Precision

One of the biggest advantages of OOH is its flexibility. Marketers can buy OOH media in real time and take over a city for one full day. This allows them to be nimble and adjust their campaigns on the fly as needed. Additionally, OOH offers marketers the ability to target specific geographic areas with high foot traffic. This ensures that your message is seen by your target audience—and no one else.

Affordability

As budgets begin to crunch and advertisers look to spend less, now is a great time to consider out-of-home ads to help supplement what would otherwise be more expensive options. OOH campaigns are also more affordable than ever before thanks to advances in technology that have made production and execution more efficient.

OOH Is More Engaging Than Other Media Channels

In today’s world, it’s harder than ever to get people’s attention—but not impossible. People are bombarded with thousands of marketing messages every single day, so it’s important that your message cuts through the noise and actually engages with your target audience. Fortunately, research has shown that OOH is an incredibly effective engagement tool. A study conducted by Gallup found that people who see billboards spend 50% more time traveling than those who don’t—which means they’re more likely to notice and remember your ad.

OOH Is an Effective Marketing Medium

A study conducted by Ipsos found that 71% of global respondents believe that OOH advertising effectively catches their attention. And according to the Outdoor Advertising Association of America (OAAA), 80% of people who see a relevant OOH ad are likely to remember the brand it promotes. So if you’re looking for a way to get your message in front of as many people as possible, then OOH should be at the top of your list.

Integration with Other Channels

Finally, OOH campaigns can be easily integrated with other channels such as social media and influencer activations. For example, Lamar Advertising recently did a live-tweet activation during the NBA playoffs. This allowed them to reach their target audience where they were already engaged—on social media.

German sportswear company Adidas has ended its partnership with American rapper Kanye West (AKA Yeezus, AKA Ye) following a string of hateful anti-Jewish remarks made by the rapper. The move is set to have a negative impact on Adidas’ net income of up to $246 million in 2022, due to the high seasonality of the fourth quarter. However, many are wondering whether or not this is the right move for Adidas, and if the company will be able to repair its image after partnering with such a controversial figure.

The History of Adidas
Adidas has a long and complicated history. The company was founded in 1924 by Adolf “Adi” Dassler, who originally started making shoes in his mother’s laundry room. Dassler was a member of the Nazi party, and used forced labor to produce shoes during World War II. In 1948, Dassler had a falling out with his brother Rudolf, and the two went their separate ways, with Rudolf going on to found Puma and Adi founding Adidas.

In the 1960s, Adidas became one of the most popular sportswear brands in the world, thanks in large part to its association with legendary athletes like Jesse Owens and Muhammad Ali. In recent years, Adidas has partnered with celebrities like Kanye West and Justin Bieber in an effort to appeal to younger consumers. However, these partnerships have not always been successful; for example, Justin Bieber’s line of sneakers was heavily criticized and resulted in disastrous sales.

The Impact of Social Media
In today’s world, it’s more important than ever for companies to be careful about who they partner with. Thanks to social media, any misstep can quickly become headline news and do serious damage to a company’s reputation. In the case of Adidas, many are wondering if partnering with Kanye West was worth the risk; while his musical talent is undeniable, his outspoken personality has made him a lightning rod for controversy.

It took Adidas nearly two weeks to respond to Kanye West’s antisemitic remarks; during that time, the hashtag #adidasIsOverParty trended on Twitter as users called for a boycott of the company. While some users praised Adidas for finally cutting ties with West, others criticized the company for not taking action sooner. For example, one user tweeted “It took them this long? We all knew what he was.”

What’s Next for Adidas?
Only time will tell what effect this decision will have on Adidas’ bottom line. While cutting ties with Kanye West is sure to have a negative financial impact in the short term, it remains to be seen whether or not this move will help or hurt the company in the long run. What is certain is that social media will continue to play a major role in shaping public opinion of corporations; moving forward, companies would be wise to think twice before partnering with any individual or group that might reflect poorly on their brand.

As a chief marketing officer, you have a lot of responsibility on your shoulders. Not only are you responsible for ensuring that your team is meeting its sales goals, but you are also responsible for maintaining a positive workplace culture. In other words, you need to be able to lead effectively in order to be successful.

Fortunately, there are a few things you can do to increase your chances of success as a leader. Here are 10 ways to lead effectively as a CMO

1. Set the tone for your team. As the leader of your team, it’s important to set the tone for your employees. You should be passionate and enthusiastic about your work, and this should show through in your interactions with them. If you’re not excited about what you’re doing, it’ll be harder to get them excited too. The best way to set the tone for your team is by example. Show them that you’re passionate about your work and believe in what you’re doing. Be friendly and approachable, and encourage open communication. By setting the right tone, you can create a positive and productive work environment for your team.
   
2. Be transparent. The importance of transparency in the workplace cannot be overstated. When employees feel like they are in the dark about what is going on in the company, it breeds mistrust and can lead to disengagement. On the other hand, when employees are kept in the loop about changes and decisions being made, it builds trust and creates a feeling of inclusion. As a leader, it’s important that you take the time to keep your team informed about what is going on in the company. Not only will it create a more positive work environment, but it will also make your team more effective and cohesive.
   
3. Delegate tasks. As the saying goes, “There’s only so many hours in a day.” You can’t possibly do everything yourself, so it’s important to delegate tasks to your team members and trust them to complete them effectively. This will not only free up some of your time, but it will also show your employees that you trust their abilities. Of course, delegation isn’t always easy. You may have to let go of some control and relinquish some decision-making power. But remember, your team is made up of competent individuals who are capable of handle tasks effectively. So go ahead and delegate away! Your employees will thank you for it.
   
4. Communicate regularly. One of the most important things you can do as a leader is to communicate regularly with your team members. This way, everyone is on the same page and no one feels left out. Of course, this doesn’t mean that you need to be in constant communication with your team. But you should touch base regularly, both individually and as a group. This will help to ensure that everyone is aligned and that no one feels left out of the loop. So make sure to communicate often and effectively with your team, and you’ll be on your way to success.
   
5. Offer support. As the boss, one of your most important jobs is to offer support to your team. Let them know that you’re available if they need help, but try to avoid standing over their shoulders all the time. They should feel like they can come to you with questions or concerns without feeling like they’re being micromanaged. Of course, this can be a delicate balance, but it’s important to find the right balance for your team. And if all else fails, just remember: you can always hide in your office with the door closed if you need a break from your team!
   
6. Encourage feedback. One of the most important things you can do as a leader is to be open to feedback from your team members. This shows that you value their input and want to hear what they have to say. It can also help to build trust and improve communication. Encouraging team members to share their thoughts and opinions freely can be challenging, but it’s worth it. One way to do this is to set the example yourself by being receptive to feedback. You can also create opportunities for dialogue by asking questions and holding regular meetings. Finally, make sure to listen carefully and act on what you hear. By taking these steps, you’ll show your team that you’re committed to creating a collaborative environment where everyone’s voices are heard.
   
7. Be fair. Creating a fair workplace can sometimes feel like a tightrope walk. On the one hand, you want to make sure everyone has an equal opportunity to succeed. But on the other hand, you don’t want to be so Fair that it feels like favoritism. Here are a few tips to help you strike the right balance. First, set clear expectations for everyone on your team. That way, there’s no confusion about what’s expected and what isn’t. Second, try to avoid making decisions that could be perceived as favoritism. If you have to play favorites, be open about it and explain why you’re doing it. Finally, remember that fairness is about more than just giving everyone the same opportunities. It’s also about creating an environment where everyone feels like they can be themselves and that their voices will be heard. Striking the right balance between these two things can be challenging, but it’s essential for maintaining a positive workplace culture.
   
8. Take responsibility. Let’s face it: we all make mistakes. Whether it’s forgetting to put the milk back in the fridge or hitting “reply all” on an embarrassing email, we’ve all been there. And while it can be tempting to try to pass the blame onto someone else, the fact is that taking responsibility for your actions is always the best course of action. Not only does it show that you’re willing to take ownership of your mistakes, but it also demonstrates that you’re capable of learning from them. So next time something goes wrong, resist the urge to play the blame game. Instead, step up and take responsibility for your actions. It’s the best way to show that you’re truly sorry – and that you’re ready to move on.
   
9. Reward good work Giving positive feedback is a great way to show appreciation for someone on your team. A little recognition can go a long way in making someone feel appreciated, which is essential for maintaining morale. Make sure to give specific and sincere praise when you see someone on your team doing something well. This will let them know that their efforts are noticed and appreciated. A pat on the back, or a heartfelt “thank you” can make all the difference in someone’s day. So next time you see someone on your team going above and beyond, make sure to let them know how much you appreciate their hard work!
   
10. Lead by example If you want your team to be hardworking, passionate, and successful, make sure you’re setting the right example for them. For instance, if you’re constantly coming in late and taking long lunches, don’t be surprised if your team starts doing the same. Likewise, if you’re putting in extra hours and going the extra mile, they’ll likely follow your lead. Of course, you can’t control everything they do, but you can definitely set the tone with your own behavior. So if you want to create a winning team, make sure you’re leading by example.

All too many CMOs see themselves as a Napoleon, arms crossed imperiously for their LinkedIn portrait, barking orders from atop their digital white horse to the horseless troops in the rear.

Not at all.

Leading from the front is putting yourself first in the line of fire. Like the great leaders throughout history, the CMOs that earn the respect of those who report to them “lead from the front lines,” modeling calculated risk-taking and a shared workload.

In other words, they walk the talk and get their hands dirty – in the trenches with their team, rolling up their figurative sleeves to do whatever it takes to win. It’s not about sitting back and watching others do the work; it’s about being a part of the team and sharing in both the successes and failures. That’s what earns respect. And that’s what true leadership is all about. So if you want to be a respected leader, start leading from the front – today.

There’s no doubt that influencer marketing is still growing. More and more brands are teaming up with popular social media users to promote their products or services. But what’s the best way to connect with influencers so that you can create content that’s both engaging and authentic? Here are a few things to consider

Choosing the Right Influencer
An important factor to consider when choosing a creator is their type of engagement. A majority of followers may be bots or “fake engagement” instead of actual followers who are interested in what the creator is producing. This can be frustrating for brands because they’re not reaching their target audience. To avoid this, take a look at the quality of the comments and likes on a creator’s posts. Are they thoughtful and relevant? Do they seem like they’re coming from real people? If so, then you’ve found an influencer with engaged followers who are likely to be interested in your brand as well.

Creators Should Have a Say in Production
Another thing to keep in mind is that creators should have a say over content production if brands want to tap into authenticity. Creators better understand platforms than brands and can take content in creative directions that brands may not think of. After all, it’s their job to be creative! By collaborating closely with creators, brands can come up with content that’s both original and on-brand.

Sephora’s Successful Partnership With Addison Rae
It’s becoming more common for brands to collaborate closely with creators to create campaigns and products alongside the brand, such as Sephora’s partnership with Addison Rae to launch a makeup and skincare line. Through this partnership, Sephora was able to tap into Rae’s large following while still maintaining control over the final product. This resulted in a win-win for both parties involved.

The Risks of Influencer Marketing

No doubt, influencer campaigns pose some risks, but their benefits far outweigh these risks. When done correctly, influencer marketing can result in highly engaging content that reaches a wider audience than traditional marketing methods. So if you’re thinking about teaming up with an influencer, go for it! Just be sure to do your research first and choose an influencer who aligns with your brand values.

When done correctly, partnering with an influencer can help your business reach a new audience, boost sales, and build your brand equity. In order to connect with influencers, you must understand what type of engagement they have with their followers.

With many CMOs deciding to jump on a bandwagon and market on TikTok because “everyone is doing it,” maybe it’s time to examine why trend chasing is bad for marketing. It’s good to be curious but at the same time thoughtfully strategic on how and when your brand should (or shouldn’t) engage in new spaces. Be intentional with the actions of your brand, as you shouldn’t hop into a new space just because others are doing it.

Here are five reasons that explain why chasing trends is not a strategy:

You Don’t Know Your Why
The first step in any good marketing strategy is understanding the why behind your brand. This “why” should be the guiding light in everything that you do as a company which includes understanding your target audience, what solutions you provide, and the overall tone of voice you use when marketing your product or service. Once you have a strong understanding of your why then you can start to consider if a new trend makes sense for your brand to pursue. If the answer is no, then don’t do it just because everyone else is – because that leads us to our second point…

You Don’t Want To Be A Follower
In today’s age of social media, we are constantly seeing what everyone else is doing and where they are doing it. It easy to get caught up in FOMO (fear of missing out) when you see posts about an influencer going to the coolest new restaurant in town or using the newest skincare line before it even hits stores. But just because others are doing something doesn’t mean your brand needs to as well. Being a follower instead of a leader can make your brand seem copycat which will only hurt you in the long run. So, when considering if you should jump on a new trend, make sure to ask yourself if this makes sense for my brand specifically – not just if it would be fun or interesting to do.

Not All Trends Are Created Equal
Some trends come and go as quickly as they start while some have more longevity. Figuring out which category a new trend falls into can help you decide whether or not pursuing it makes sense for your brand. For example, last year fidget spinners were all the rage but by the end of summer they had already started to fade away. On the other hand, rosé has become somewhat of a staple drink over the past few summers with no signs of slowing down anytime soon. So think about not just if something is trendy but also how long you think that trend will last before deciding if putting time and resources towards it is worth it for your brand.

You Could Be Wasting Resources
Allocating resources towards pursuing a trend that may not even last can hurt your bottom line and also cause some including key stakeholders like investors to lose faith in leadership. Instead of continuously jumping from one trend to another without seeing any real ROI, focus on being strategic with how you allocate resources by sticking to longer-term goals that will help grow your business in a sustainable way.

You Could Be alienating Your Target Audience
When you try too hard to appeal to everyone, you end up appealing to no one. When considering if you should hop on a new trend, think about how this will impact not only current customers/clients but also prospects. If participating in this trend goes against everything that you stand for as a company or could turn off potential customers then it may not be worth changing course just for the sake of being trendy. After all, at the end of the day, what really matters most is conversions – not just likes or follows.

There are many reasons why chasing trends is not a strategy including that you don’t know your why, you don’t want to be follower, not all trends are created equal, and more importantly pursuing trends could be wasting valuable resources that could be used elsewhere more efficiently or actually alienating your target audience instead of attracting them.. When evaluating if participating in a trend makes sense for your brand, make sure to consider all aspects before making any decisions as well as keep in mind what YOUR WHY IS!