At Out-of-Home NOW Conference, UniWorld Group Celebrates The Power of Data

For the past 10 years, industry thought leaders have joined together to discuss the benefits of Out-Of-Home advertising: all digital displays and billboards. Insights have never been more valuable than in the current mobile data-driven landscape. In crafting OOH medium, it’s key to consider the connection between people, places and the paths they take. Reaching the right audience on their journey is key to allowing the OOH content to reach its maximum performance.

On Wednesday in TriBeCa, UWG’s Executive Creative Director Jarek Carethers sat on a panel at the Out-Of-Home NOW Conference with Katy Hornaday, Executive Creative Director, Barkley, Mike Pierantozzi Executive Creative Director, McKinney NY and Joao Unzer, Associate Creative Director, BBDO to talk about how the emergence of data and need for speed to market, impact creative in the OOH space. Carethers was selected as one of the most innovative creatives to lead the discussion about how they’re capitalizing on these opportunities in 2017. Of OOH content, Carethers said, “Great OOH home lives in your space and connects to you immediately and ‘it’s relevant in your physical space right now.”

During the panel, Carethers discussed his work on the Ford campaign and the decisions that he and his team made based off of data. “We knew the top four nameplates in our market, so we created different communications for each one,” he explains of the visuals. “This was a test so we were using the same image. If we used more messaging the background would have to change so people wouldn’t tune it out.”

At the end of the day Carethers had one central message: to use more data. “Our home is becoming more and more digital,” he explains. “We’re realizing people are okay with sharing their information as long as they’re in control of what we’re sharing.”


This Genre Now Runs The Music Industry

In July, Hip-hop surpassed rock ’n’ roll as the most popular genre in the United States, according to Nielsen Music’s mid-year report. The shift in rank can be attributed to the rise in streaming services, according to Forbes. Rock is far and away the winner when it comes to album sales—the genre claims 40% of all album sales in the country—but the total number of records actually purchased dwindles every year, so while that percentage may remain steady or even climb, it’s not representative of how Americans are truly consuming music. Hip-hop/R&B, on the other hand, is responsible for just over 29% of all on-demand streams across the country, and that is the only field that is growing noticeably. In fact, R&B/hip-hop is almost as popular on streaming services like Spotify and Apple Music than the next two genres (rock and pop) combined. At least seven of the top 10 most popular songs on streaming platforms in 2017 fit squarely into the hip-hop field, while another, Bruno Mars’ “That’s What I Like,” blends pop and R&B.

Services like Spotify and Apple Music have become the premier platforms for hip-hop and R&B to thrive. Artists like Drake, who broke boundaries as the most-played artist on Spotify in the streaming service’s history, have contributed tremendously to the genre’s success. His More Life playlist was reportedly streamed more than 10 billion times on both Spotify and Apple Music. Forbes also adds that Lamar’s latest release DAMN, was also considered to be the biggest album in the country at the time of writing. Without a doubt, this is a big win for the hip-hop community.



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