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Outfront Media (OUT) Runs OOH Campaign With Dream Town Realty

Zacks

Outfront Media Inc. OUT recently collaborated with Chicago’s Dream Town Realty for an out-of-home (OOH) campaign, celebrating the 20th anniversary of the latter. The “Be You” campaign is aimed at encouraging audiences to express themselves by sharing photos and raises brand awareness for the real estate brokerage firm.

Dream Town Realty is well known for its top-class technology and service which support the company’s real estate sales process. The campaign, running from Aug 6 through Sep 28, will use Chicago’s city buses and 15 high-impact billboards at important locations in the city. Further, to attract more commuters, the campaign offers a monetary prize of $10,000 along with a chance to feature on one of Outfront’s top advertising asset.

This move is expected to boost audience participation and website traffic for the campaign while increasing exposure for Outfront as well.

The new advertisement campaign can be seen throughout Chicago, across all outdoor, digital, and online platforms. The cross-channel campaign is using Outfront’s well-placed digital and static billboards to grab eyeballs. Static billboards enable communication of a single, clear message, while the digital live billboards will be used to change the messages and photos as the campaign progresses.


Outfront is known to successfully increase overall brand interest among key targeted audiences through its vast network of media assets. This has made the company a crucial component of a brand’s marketing mix. Hence, the above-mentioned campaign is not just a strategic fit for Dream Town Realty, but also enables Outfront to utilize its OOH assets efficiently.

Notably, OOH advertising is growing at a rapid pace and its market share continues to improve compared with other forms of media. Therefore, the company is expanding its footprint and providing a unique technology platform to marketers in order to tap growth opportunities. Additionally, the company’s digital platform offers real-time geo-location audience data to advertisers.

Nevertheless, Outfront Media faces stiff competition from other outdoor advertisers, regarding customers, display locations and structures. It also competes with other media, including conventional platforms, along with online, mobile and social media platforms. This might affect the company’s pricing power in the market.

Shares of this Zacks Rank #3 (Hold) company have underperformed its industry over the past six months, gaining 5.1% as compared with the industry’s rally of 9%.


Key Picks

Better-ranked stocks from the REIT space include VICI Properties VICI, Park Hotels and Resorts, Inc. PK and PS Business Parks, Inc. PSB. All three stocks carry a Zacks Rank of 2 (Buy). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

VICI Properties’ Zacks Consensus Estimate for 2018 FFO per share has been revised upward by a cent over the past 60 days. Its shares have gained 7.8% in the past six months.

Park Hotels and Resorts’ FFO per share estimates for third-quarter 2018 witnessed marginal upward revision in a month’s time. Its shares have appreciated 25.5% over the past six months.

PS Business Parks’ FFO per share estimates for the current year moved up marginally in the past 30 days to $6.39. The stock has rallied 14.1% in six months’ time.

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