Next Stop, Brand Lift: DTC Sofa Startup Burrow Sees Success With Subway Ads

Digitally-native direct-to-consumer brands are super-smart performance marketers, but they also appreciate the importance of branding – and they’ve been spending big on out-of-home advertising, particularly in the New York subway system. “The MTA is very excited,” said Erica Amatori, director of marketing at Burrow, a less than two-year-old DTC customizable sofa brand headquartered in Manhattan. “They’veContinue reading »

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Why REI Is Going Out-Of-Home For Its Outside-The-Box Marketing

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When the outdoor recreation retailer REI closed its shops for Black Friday, the biggest sales day of the year for many stores, it was testing brand appeal against strong short-term revenue, as well as its out-of-home (OOH) media and data services. REI has grown its OOH media from nothing two to three years ago toContinue reading »

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MAC Lights Up Programmatic OOH To Drive Footfall In Stores

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MAC Cosmetics wanted to increase footfall to its three most important storefronts in Turkey. The makeup brand buys out-of-home (OOH) inventory on mall displays to drive awareness, but it wanted a less static and more measureable way to target shoppers and get them in store, said Tugba Cetegin, marketing manager at MAC Cosmetics in Turkey.Continue reading »

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PII: Digital Ad Vet Finds A Career In Out-Of-Home Data

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This is the latest installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence and INNOCEAN. Digital native Andy Stevens is SVP of research and insights at Clear Channel Outdoor. He works on the Radar initiative, which uses mobile locationContinue reading »

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