OUTFRONT MEDIA ENHANCES OUTFRONT PRIME WITH NEW OUT-OF-HOME SOCIAL OFFERINGS, HARNESSING THE POWER OF SOCIAL + PREMIUM OOH ASSETS IN TOP MARKETS

Brands like ELF Cosmetics, HBO Max, and (Red) are leveraging the OOH + Social combination to unlock greater value while driving deeper engagement with millennial and Gen Z audiences

NEW YORK, November 30, 2022 /PRNewswire/ — OUTFRONT Media (NYSE:OUT), one of the largest out-of-home (OOH) media companies in the United States, today announced that it has improved OUTFRONT PREMIUM with new social out-of-home (sOOH) capacities. OUTFRONT PRIME extends the company’s reach to brands looking to harness this powerful combination by pairing social media and influencer activations with OOH campaigns on its most premium assets.

OUTFRONT PRIME leverages a portfolio of over 250 coveted, high-impact locations across the country while building on a trend that has grown organically in recent years: brands that drive social amplification using their out-of-home campaigns as primary content.

In producing this new sOOH sector, OUTFRONT will leverage these capabilities and social learnings to work even more closely with social-focused brands and agencies to co-create opportunities to leverage the massive potential of PRIME assets to attract attention. Additionally, the company now offers influencer marketing support ranging from consulting to social listening, including identifying influencers to work with through a partnership with Tagger. OUTFRONT has begun rolling out new branding across its PRIME locations, with the hashtag “#outfrontprime” to highlight this capability.

According to Comscore research, OOH campaigns generate 7x more social messages, per ad dollar spent, than any other medium measured, plus 5x more website visits, 6x more social searches, and 5.3x more of online shopping. Additionally, campaigns that combine social and OOH increase reach up to 10x (Comscore 2022).

OUTFRONT PRIME marks the evolution of this “social out-of-home” strategy, taking the powerful results noted above, and bringing them to the company’s largest and most iconic inventory. These include high-end display sites and walls that attract millions of eyeballs in high-traffic consumer areas of major US cities, including New York, Los Angeles, Chicago, dallas, miami, washington d.c.and Philadelphia.

Additionally, brands are actively using sOOH beyond these placements, with OUTFRONT’s other premium assets being proven canvases for successful campaigns that extend their social media impact. These range from mass transit (e.g. fully wrapped trains and buses, station dominations, voice-overs and live charts) to those that take advantage of innovative technologies, such as spatial 3D, interactivity, reality augmented reality, virtual reality and Web3.

Among the brands launched or soon to be online via OUTFRONT PRIME are ELF Cosmetics, HBO Max and (Red)who have all partnered with leading social media influencers to amplify their new campaigns:

  • ELF Cosmetics (link to video) – elf Cosmetics is always looking for like-minded disruptors to shape culture and connect communities through positivity, inclusivity and accessibility. Recently, elf partnered with OUTFRONT PRIME to uplift and empower underrepresented women and non-binary alternative creators with a focus on elf’s Twitch channel, elf YOU. Together, elf and OUTFRONT have created a moment to celebrate the creators of elf YOU on the big screen in front of Madison Square Garden.

“OUTFRONT PRIME was a great way to bring real world and societal attention to our platform of empowering others and encouraging self-expression. Seeing elf YOU on the big screen was incredibly meaningful and allowed us to reach new audiences in an engaged way.

  • (Red) – the organization that fights AIDS and the injustices that allow pandemics to thrive – is partnering with OUTFRONT for a free holiday campaign that will bring festive humor to key OUTFRONT PRIME locations across New York and LA, while REACH will simultaneously work with key TikTok creators to amplify creation and messaging on the platform.
  • In the week before the Gossip Girl Premiere of season 2, HBO Max makes its own announcements in the New York subway with Gossip Girlthe iconic narrator, Kristen Bell. The moment of surprise and delight comes when, instead of hearing the announcement of the next train approaching, commuters hear Kristen Bell announcing the impending plot to come in Season 2 of Gossip Girl. These announcements can be heard on subway platforms across the city, including Grand Central and 86th Street Station. A playful announcement: “Greetings subscribers, Gossip Girl here. They say New York is the city that never sleeps, but don’t forget, neither do I. Constance Billard socialites with me and attend the premiere of season 2 of Gossip Girl this Thursday, only on HBO Max. You know you love me, xoxo.” To directly connect the experience to social, HBO Max also has influencers like telsha, marjon, jaegurly, spicy.mayo/yaminah, harryveryhilland davis visit iconic stations and share the experience with their subscribers.

“OUTFRONT PRIME is already becoming a go-to media choice for the brands that shape our culture – for advertisers who want to start conversations and see their campaigns effectively transcend the real world into the digital world,” said Jodi Senese, CMO from OUTFRONT Media. “By leveraging the social power of our PRIME assets, we’re able to bring something that happened organically and validated by data, to social-first brands and help them find value exponentially by combining OOH and Social in a single marketing strategy.”

Prior to the relaunch, this included well-known brands such as Adidas, Airbnb, Amazon, Chanel, Gucci, Hulu, netflixand Uber eats, to name a few. For instance, Calvin Kleinvia its 4-week OUTFRONT PRIME campaign featuring Jari Jonesgarnered 3.1 million OOH impressions as well as 46.4 million potential people reached on Instagram. Dollar Shave Club achieved 19.9 million OOH impressions while generating a 65% recall average (Nuvi 2020, 2021).

OUTFRONT PRIME has also proven effective for brands looking to engage with GenZ and Millennials, as 1 in 3 consumers of these demos searched for a brand on social media after seeing an OOH ad (Harris Poll 2021). Recall of OOH campaigns increases by 67% among GenZ and millennials (Harris Poll 2022).

By connecting IRL to URL, OUTFRONT PRIME placements serve as the foundation for social media, delivering measurable traction and consumer engagement. They inspire not only influencers, but also consumers to pull out their mobile phone and capture a photo or video of a brand campaign, then share their passions in real time on their social networks. In fact, according to research, OOH makes social and mobile work harder for brands, with the likelihood that the consumer will click on a mobile ad after being exposed to an OOH ad, resulting in 5.3x more queries. search and 7x more social posts than any other medium, per advertising dollar spent (Comscore, 2022). Additionally, 91% of Millennials and GenZ have shared a photo of OOH on at least one social platform (Benchmarketing, 2022).

A full-service OOH company, with cutting-edge innovation powered by its internal OUTFRONT STUDIOS and XLabs units, OUTFRONT Media provides brands and their agencies with best-practice insights and creative development to help drive social impact and engagement. through their campaigns.

About OUTFRONT Media Inc.
OUTFRONT leverages the power of technology, location and creativity to connect brands to consumers away from home through one of the largest and most diverse sets of billboards, public transport and mobile assets in the world. North America. Through its technology platform, OUTFRONT will fundamentally change the way advertisers engage their audience on the go.

OUTFRONT Media Contacts:


Don Ciaramella/Matt Biscuiti

Courtney Richards

The Lippin Group

OUTFRONT Media

+1.212.986.7080

(646) 876-9404

[email protected]

[email protected]





Stephan Bisson


OUTFRONT Media, Investor Relations


212-297-6573


[email protected]


SOURCE OUTFRONT Media Inc.

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