Outfront Media leverages the power of technology, location and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboard, transit, and mobile assets in North America. Through its ON Smart Media platform, Outfront is implementing digital technology that will fundamentally change the ways advertisers engage audiences on-the-go.
Today’s advertising capabilities and the ability to target your audience are greater than they have ever been. So, what has shifted in advertising to make room for a new world view, and what lies ahead?
The "two hands raised" or "praising hands" emoji has officially secured a top spot in the frequently used section of my iPhone emoji keyboard. At least 95% of its usage has been delegated to praise my girlfriends' news of recent personal successes or successes of women in the press. As we enter Women's History Month there's no denying that women have made a splash in current news and history. In these first months of 2019, we've seen Sarah Thomas become the first woman to referee an NFL playoff game, Ruth Carter make history as the first African American woman to win best costume design at the Oscars, and brands embrace Femvertising, such as Nike's Dream Crazier spot with Serena Williams.
To kick off awards season, the famous "Ally" billboard from hit movie A Star is Born came to life right next to LA's Chateau Marmont hotel, nearly the exact spot it existed in the film. Hollywood and fans alike loved the studio's tactic and immediately took to social media and the press to share, amounting to over 383 million digital media impressions, plus an additional 38 million people reached on social. Turns out, it wasn't stopping there. A few weeks later, a new star was born when Netflix spoofed the style of the Ally billboard to promote Amy Schumer's new comedy special, Amy Schumer Growing. Netflix smartly chose a position directly after the existing Ally billboard, so that it was impossible to miss the connection.