OUTFRONT Begins The Points Guy's 1st OOH Campaign In New York
Zacks Investment Research | Jan 02, 2019 08:30PM ET
OUTFRONT Media Inc. (NYSE:OUT) recently announced that lifestyle media brand — The Points Guy — has chosen the former for its first ever OOH campaign.
The companies have collaborated to launch a billboard campaign that will be running till Jan 6, 2019, at three high-traffic locations, including Port Authority (42nd Street and 8th Avenue), Times Square (NYSE:SQ) (Broadway and West 45th Street), and Penn Station (33rd Street and 7th Avenue).
The campaign location is a strategic fit, given the high pedestrian/motor vehicle traffic. Further, since these locations witness high tourists during the holiday season, the campaign content can be shared with audiences worldwide.
Hence, per management, the campaign will provide fantastic exposure for The Points Guy since the brand can take advantage of the social sharing potential of these sites.
OUTFRONT Media is known to successfully increase overall awareness among key targeted audiences through its vast network of strategically located media assets. This has made the company a crucial component of any campaign’s marketing mix. Hence, the above-mentioned campaign is not just a strategic fit for The Points Guy, but also enables OUTFRONT Media to utilize its OOH assets efficiently.
Notably, OOH advertising has been growing at a rapid pace and continues to increase its market share in comparison with other forms of media. Furthermore, visual diversity and affordability has contributed to the soaring popularity of this media. Additionally, fragmentation across other advertising media and technological advancements in the OOH segment are facilitating the shift to outdoor advertising. Banking on this trend, the company is expanding its footprint in strategic markets and providing a unique technology platform to marketers in order to tap growth opportunities.
Nevertheless, the pattern of advertising is seasonal in nature, leading to fluctuation in the company’s bottom-line performance. Also, it faces stiff competition from other outdoor advertisers, like Lamar Advertising Company (NASDAQ:LAMR) and Clear Channel Outdoor Holdings, Inc. (NYSE:CCO) .
Shares of OUTFRONT Media have underperformed the Zacks Investment Research
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