Outfront Media (OUT) Collaborates With Ford For OOH Campaign
Zacks Investment Research | Apr 11, 2018 06:33AM ET
Outfront Media (NYSE:OUT) collaborated with Ford Motor Company (NYSE:F) for an out-of-home (OOH) advertising campaign, which will run through July and display Mustang’s 2018 model. Through the Pony Personalizer, original Mustang logo art can be created and shared by the customers, which might be displayed on Outfront Media’s displays.
The ad campaign will be displayed at multiple locations in the country, including Los Angeles, Atlanta, Dallas/Ft. Worth, Houston, Miami/Ft. Lauderdale, Phoenix, San Antonio and Orlando.
Through the best in-class technology and assets in premium high-traffic outdoor spaces, Outfront Media will likely help in reaching the target-audience and fuel the campaign.
Jodi Senese, executive vice president and chief marketing officer at Outfront Media informed, "Our premium digital assets, in concert with the colorful Mustang logos as visualized by fans, connects the online to the physical and highly visible delivery of out-of-home assets."
Notably, Outfront Media has been focusing on the expansion of OOH advertising business. In March 2018, the company announced that The Body Shop partnered with the company for their first-ever OOH advertisement campaign 'Forever Against Animal Testing.’
The campaign aims to present a petition to the United Nations to impose a global ban on using animals for testing of cosmetic products by collecting eight million signs by petitioners. The campaign, running during Mar 19-Apr 16, 2018, is being featured at newly-installed Liveboards of Outfront Media in prime locations, including New York City's Times Square (NYSE:SQ) and Helmsley Walkway.
Further, Outfront Media announced that it collaborated with the University of Michigan Counseling and Psychological Services, the Steven Schwartzberg Foundation, LOGIC, Glenn Close, and Michi and Brandon Marshall, for a campaign that is aimed at raising awareness about mental health. The national campaign is running in Detroit, Ann Arbor, New York City and Los Angeles from Mar 30, 2018, and is featuring a creative developed by Outfront Studios, the full-service creative boutique of Outfront Media.
However, Outfront Media faces stiff competition from other outdoor advertisers regarding customers, display locations and structures. It also competes with other media, including conventional platforms such as television, radio, print media and direct mail marketers along with online, mobile & social media platforms. This is anticipated to adversely affect the company’s pricing power in the market.
Further, amid soft market concerns, shares of this Zacks Rank #4 (Sell) stock have underperformed the industry it belongs to in the past six months. Its shares have lost 25.2% as against the industry’s decline of 11.3%.
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