When marketers want to reach targeted audiences in unexpected places, they turn to non-traditional OOH. From escalators to manholes, brands try creative locations to place their ads.
Most amusement parks and theme parks allow outside companies to advertise within their gates. Walt Disney Parks and Resorts has a long history of partnering with outside brands. The Six Flags chain of parks has an extensive network of digital and traditional OOH placements available to catch the eyes of park-goers waiting in lines.
To target newly arrived tourists, Oregon’s Seven Feathers Casino Resort partnered with the nearby Rogue Valley International-Medford Airport, painting the baggage carousel to look like a giant roulette wheel.
Public restrooms represent an opportunity to get the attention of a hyper-targeted audience. Car-sharing platform Uber uses restrooms to reach people who may need a sober ride home. Some restroom sink faucets have built-in screens that detect when a person steps up to wash their hands. A targeted ad is then delivered through a programmable network.
While standard transit ads such as bus shelters and subway posters are effective at grabbing attention, some brands use other areas within public transportation stations to catch eyes and start conversations. To promote the new season of Ozarks, Netflix used wall decals in major metro transit hubs to create the illusion of money hidden in the walls. At Penn Station in New York City, PBS took over all sets of stairs to encourage commuters to vote for their favorite book and watch The Great American Read.
See examples of the other many OOH formats here.
Have other examples of out of the box OOH? Send case studies, photos, and videos to Nicole Randall at nrandall@oaaa.org.