When done well, OOH smashes it. Local brands have been lagging, but the smart ones are learning from the likes of Nike, driving a “creative revolution” in digital out of home, reckons Neil Ackland, oOh!media’s Chief Content, Marketing and Creative Officer. While tech like QR codes, 3D animation, location data and anamorphic screens can drive huge results, “There’s a difference between what is available that creatives can use and then what’s actually coming through the pipeline,” he says. Jetstar ran a QR code-based campaign in Melbourne and reached 6 million people with press coverage. Nike and Twitter are trying innovating creative – then sharing the campaigns on social to drive more engagement. Ackland says oOh! has launched a creative department, Poly, to reverse the lag. “We have to show brands through action how to deliver great out of home creative,” he says.

See omnystudio.com/listener for privacy information.

When done well, OOH smashes it. Local brands have been lagging, but the smart ones are learning from the likes of Nike, driving a &ldquo;creative revolution&rdquo; in digital out of home, reckons Neil Ackland, oOh!media&rsquo;s Chief Content, Marketing and Creative Officer. While tech like QR codes, 3D animation, location data and anamorphic screens can drive huge results, &ldquo;There&rsquo;s a difference between what is available that creatives can use and then what&rsquo;s actually coming through the pipeline,&rdquo; he says. Jetstar ran a QR code-based campaign in Melbourne and reached 6 million people with press coverage. Nike and Twitter are trying innovating creative &ndash; then sharing the campaigns on social to drive more engagement. Ackland says oOh! has launched a creative department, Poly, to reverse the lag. &ldquo;We have to show brands through action how to deliver great out of home creative,&rdquo; he says.See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

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Out of home creative in Australia ‘lagging’: Nike, Twitter, Jetstar flying as QR code, animation, anamorphic screen tech lands, blurring digital, social, PR, outdoor lines