Big Picture - August 2017 - 16
BIG PICTURE
August 2017
CHANGING the CHAN
16
I
BY K E L S E Y JOHN SON A ND K IE R S TE N WONE S
n the words of Nobel Prize for Literature winner and
songwriter Bob Dylan, the times are a-changin', and
out-of-home (OOH) advertising is heeding the call. The
75th OBIE Awards look much different than the first event
held in 1942 - building wraps, interactive digital media, and full
bus wraps are just some of the signs of a changing industry.
This year's OBIE Awards feature a number of new categories, "a reflection of the medium's evolution with the onset of
new technology, more creative uses of space, and unlimited
options with digital OOH," according to a release from the
Outdoor Advertising Association of America (OAAA). Contextual OOH, Custom Installation, Engagement, Experiential, and
Integrated Multi-Media join the ranks of tried-and-true
categories like Entertainment, Media, and Automotive.
And, adaptation and innovation seem to be treating the
OOH advertising industry well. According to figures released
by the OAAA, the industry has seen seven consecutive years
of growth, with revenue reaching an all-time high of $7.6
billion in 2016. And in terms of ROI? Each dollar spent on
OOH advertising generates an average of $5.97 in product
sales, according to a report from Omnicom Media Group's
Benchmarketing and OAAA.
"Using OOH in any campaign makes it more effective,"
says OAAA's Chief Marketing Officer Stephen Freitas. So, how
can your shop fit into the OOH mix and offer your clients
more bang for their buck? Whether you're moving toward new
technologies like interactive digital signage, or sticking with
applications that have stood the test of time like floor wraps
and digitally printed billboards, there's a spot for your shop in
this growing out-of-home market.
Here are some of our favorite 2017 OBIE Award winners
that prove change in the industry is a good thing.
Table of Contents for the Digital Edition of Big Picture - August 2017
Big Picture - August 2017
Contents
Insight
Wide Angle
Upfront
Business + Management
Dynamic Signage
Changing the Channel
3D Printing in 2017: A Service Opportunity
R+D
Explorer
Big Picture - August 2017 - Big Picture - August 2017
Big Picture - August 2017 - Cover2
Big Picture - August 2017 - Contents
Big Picture - August 2017 - Insight
Big Picture - August 2017 - 3
Big Picture - August 2017 - Wide Angle
Big Picture - August 2017 - 5
Big Picture - August 2017 - Upfront
Big Picture - August 2017 - 7
Big Picture - August 2017 - 8
Big Picture - August 2017 - 9
Big Picture - August 2017 - 10
Big Picture - August 2017 - 11
Big Picture - August 2017 - Business + Management
Big Picture - August 2017 - 13
Big Picture - August 2017 - Dynamic Signage
Big Picture - August 2017 - 15
Big Picture - August 2017 - Changing the Channel
Big Picture - August 2017 - 17
Big Picture - August 2017 - 18
Big Picture - August 2017 - 19
Big Picture - August 2017 - 20
Big Picture - August 2017 - 21
Big Picture - August 2017 - 22
Big Picture - August 2017 - 23
Big Picture - August 2017 - 24
Big Picture - August 2017 - 25
Big Picture - August 2017 - 3D Printing in 2017: A Service Opportunity
Big Picture - August 2017 - 27
Big Picture - August 2017 - 28
Big Picture - August 2017 - 29
Big Picture - August 2017 - R+D
Big Picture - August 2017 - 31
Big Picture - August 2017 - 32
Big Picture - August 2017 - 33
Big Picture - August 2017 - 34
Big Picture - August 2017 - 35
Big Picture - August 2017 - Explorer
Big Picture - August 2017 - Cover3
Big Picture - August 2017 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/bp_202010
https://www.nxtbook.com/nxtbooks/STMG/bp_202009
https://www.nxtbook.com/nxtbooks/STMG/bp_202008
https://www.nxtbook.com/nxtbooks/STMG/bp_20200607
https://www.nxtbook.com/nxtbooks/STMG/bp_202005
https://www.nxtbook.com/nxtbooks/STMG/bp_202004
https://www.nxtbook.com/nxtbooks/STMG/bp_202003
https://www.nxtbook.com/nxtbooks/STMG/bp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bp_20191112
https://www.nxtbook.com/nxtbooks/STMG/bp_201910
https://www.nxtbook.com/nxtbooks/STMG/bp_201909
https://www.nxtbook.com/nxtbooks/STMG/bp_201908
https://www.nxtbook.com/nxtbooks/STMG/bp_20190607
https://www.nxtbook.com/nxtbooks/STMG/bp_201905
https://www.nxtbook.com/nxtbooks/STMG/bp_201904
https://www.nxtbook.com/nxtbooks/STMG/bp_201903
https://www.nxtbook.com/nxtbooks/STMG/bp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bp_20181112
https://www.nxtbook.com/nxtbooks/STMG/bp_201810
https://www.nxtbook.com/nxtbooks/STMG/bp_201809
https://www.nxtbook.com/nxtbooks/STMG/bp_201808
https://www.nxtbook.com/nxtbooks/STMG/bp_20180607
https://www.nxtbook.com/nxtbooks/STMG/bp_201805
https://www.nxtbook.com/nxtbooks/STMG/bp_201804
https://www.nxtbook.com/nxtbooks/STMG/bp_201803
https://www.nxtbook.com/nxtbooks/STMG/bp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bp_20171112
https://www.nxtbook.com/nxtbooks/STMG/bp_201710
https://www.nxtbook.com/nxtbooks/STMG/bp_201709
https://www.nxtbook.com/nxtbooks/STMG/bp_201708
https://www.nxtbook.com/nxtbooks/STMG/bp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bp_201705
https://www.nxtbook.com/nxtbooks/STMG/bp_201704
https://www.nxtbook.com/nxtbooks/STMG/bp_201703
https://www.nxtbook.com/nxtbooks/STMG/bp_20170102
https://www.nxtbook.com/nxtbooks/STMG/bp_20161112
https://www.nxtbook.com/nxtbooks/STMG/bp_201610
https://www.nxtbook.com/nxtbooks/STMG/bp_201609
https://www.nxtbook.com/nxtbooks/STMG/bp_201608
https://www.nxtbook.com/nxtbooks/STMG/bp_20160607
https://www.nxtbook.com/nxtbooks/STMG/bp_201605
https://www.nxtbook.com/nxtbooks/STMG/bp_201604
https://www.nxtbook.com/nxtbooks/STMG/bp_201603
https://www.nxtbook.com/nxtbooks/STMG/bp_20160102
https://www.nxtbook.com/nxtbooks/STMG/bp_20151112
https://www.nxtbook.com/nxtbooks/STMG/bp_201510
https://www.nxtbook.com/nxtbooks/STMG/bp_201509
https://www.nxtbook.com/nxtbooks/STMG/bp_201508
https://www.nxtbook.com/nxtbooks/STMG/bp_20150607
https://www.nxtbook.com/nxtbooks/STMG/bp_201505
https://www.nxtbook.com/nxtbooks/STMG/bp_201504
https://www.nxtbook.com/nxtbooks/STMG/bp_201503
https://www.nxtbook.com/nxtbooks/STMG/bp_20150102
https://www.nxtbook.com/nxtbooks/STMG/bp_201411
https://www.nxtbook.com/nxtbooks/STMG/bp_201410
https://www.nxtbook.com/nxtbooks/STMG/bp_201409
https://www.nxtbook.com/nxtbooks/STMG/bp_201408
https://www.nxtbook.com/nxtbooks/STMG/bp_20140607
https://www.nxtbook.com/nxtbooks/STMG/bp_201405
https://www.nxtbook.com/nxtbooks/STMG/bp_201404
https://www.nxtbook.com/nxtbooks/STMG/bp_201403
https://www.nxtbook.com/nxtbooks/STMG/bp_20140102
https://www.nxtbook.com/nxtbooks/STMG/bp_mediainksourcebook1314
https://www.nxtbook.com/nxtbooks/STMG/bp_sourcebook1314
https://www.nxtbook.com/nxtbooks/STMG/bp_201311
https://www.nxtbook.com/nxtbooks/STMG/bp_201310
https://www.nxtbook.com/nxtbooks/STMG/bp_201309
https://www.nxtbook.com/nxtbooks/STMG/bp_201308
https://www.nxtbook.com/nxtbooks/STMG/bp_201306
https://www.nxtbook.com/nxtbooks/STMG/bp_201305
https://www.nxtbook.com/nxtbooks/STMG/bp_201304
https://www.nxtbook.com/nxtbooks/STMG/bp_201303
https://www.nxtbook.com/nxtbooks/STMG/bp_20130102
https://www.nxtbook.com/nxtbooks/STMG/bp_20121112
https://www.nxtbook.com/nxtbooks/STMG/bp_201210
https://www.nxtbook.com/nxtbooks/STMG/bp_201209
https://www.nxtbook.com/nxtbooks/STMG/bp_201208
https://www.nxtbook.com/nxtbooks/STMG/bp_201207
https://www.nxtbook.com/nxtbooks/STMG/bp_201206
https://www.nxtbook.com/nxtbooks/STMG/bp_201205
https://www.nxtbook.com/nxtbooks/STMG/bp_201204
https://www.nxtbook.com/nxtbooks/STMG/bp_201203
https://www.nxtbookmedia.com