The PJX Media Newsletter: Vol. LXII

Are you looking to raise awareness of your brand and increase conversions? Fashion brand, Naadam, proved that billboard advertising works. We wrote a brief story that explains how we helped Naadam build the right campaign to target their audience and how we executed an attribution study to understand who was exposed to the billboard messaging and how they contributed to brand lift. Website conversions were measured too. The results were impressive and Naadam came back to purchase a follow-up campaign to keep the business humming. Take a look at the results and then contact us so we can bring the same results-driven approach to your brand.

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Out-of-Home Update

Judging the OAAA 2022 Media Plan Awards

”Fresh ideas are the currency of our business” - Justin Symons, Group Media Director, Project X

The OAAA’s Out of Home (OOH) Media Plan Awards, were created to recognize the essential role media planning plays in the development of successful OOH campaigns. The award program underscores how the elements of good creative design, thoughtful placement of messages and proper allocation of budgets unite to produce an outstanding communications strategy. This year, our Group Media Director, Justin Symons had the opportunity to participate as one of the advertising, media, and marketing executives selected for the judging process. Of his involvement, Symons had to say:

“It was an incredible experience - having the opportunity to review some of the most innovative, creative, and data-driven OOH campaigns from the past year was not only inspiring, but an honor. Fresh ideas are the currency of our business - they tend to make the biggest impact and that was definitely something I was looking for. And don’t get me wrong, it shouldn’t be a surprise that originality is much easier said than done, but I was pleasantly surprised with the level of detail provided in the entries, particularly when it came to results, that really stood out to me.”

After a (3) round judging process, the winners will be announced during the 15th annual Ad Club Out-of-Home: Now event taking place on December 8th, 2022 in New York, NY at Tribeca 360.

Out-of-Home Spotlight

Is Billboard Advertising the new Brick & Mortar for D2C?

Rick Robinson
Chief Strategy Officer
rick@pjxmedia.com

The answer is YES! The street level presence missing for most D2C brands is becoming real via the most public of mediums – Billboard advertising – otherwise known as Out of Home Media (OOH). Brands like GOAT, Glossier, NAADAM, Guideline, Herschel, Betfred, Back Market and others, reached out to Project X this past year to help deliver proof of life out in the real world. They use OOH to breakthrough and disrupt – and they have seen measurable and material results in website visitation, sales lift and of course general awareness and positive brand sentiment.

Further, the Out of Home Advertising Association of America (OAAA) reports significant growth in OOH Media investment for brands from all sorts of on-line categories including sports betting, food delivery, fashion, home goods, B2B services and others.

Why is this happening? Think about it a moment: Thousands of eager D2C online brands launch every year. They immediately hire growth marketers and start pounding the digital performance engine. Calculations of all sorts take over – ROAS, CAC, RCR, CRR and the coveted Customer Lifetime Value (CLTV) – all in the pursuit of supporting the next series of funding and maybe one day the ultimate “liquidity event” exit. Yet the reality is very few make it to the promised land.

“They use OOH to breakthrough and disrupt – and they have seen measurable and material results
in website visitation, sales lift and of course general awareness and positive brand sentiment.”
- Rick Robinson, Chief Strategy Officer, Project X

Their changing media playbook is clearly shining new light on the innate gravitas of OOH. “While performance on Facebook falls faster than their stock price, and the digital landscape becomes more fragmented, OOH media remains consistent in its ability to be disruptive and scalable. Providing direct access to consumers, without competing for screen time.” Says Nicholas Wootten, recently appointed CMO of Q Mixers who also has a history of making markets for several D2C brands.

People simply want experiences in the real world. They resonate with visceral statements of purpose and confidence, often best communicated by stating your brand’s promise out loud in public spaces via OOH. They believe in brands that believe in themselves enough to put their message on display 24/7 with no chance to back out and no easy option for retreating to the safety of the fleeting digital ecosystem. The public wants brands willing to stand tall, shout out and hold ground.

Let Us Help You Stand Out From the Crowd

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