News Details

By clicking on the “Accept” button, you hereby acknowledge that you have read and understood the following cautionary statement.

We have made statements in this document that are forward-looking statements within the meaning of the federal securities laws, including the Private Securities Litigation Reform Act of 1995. You can identify forward-looking statements by the use of forward-looking terminology such as “believes,” “expects,” “could,” “would,” “may,” “might,” “will,” “should,” “seeks,” “likely,” “intends,” “plans,” “projects,” “predicts,” “estimates,” “forecast” or “anticipates” or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. You can also identify forward-looking statements by discussions of strategy, plans or intentions related to our capital resources, portfolio performance and results of operations, including but not limited to the impact of the ongoing novel coronavirus (“COVID-19”) pandemic on our capital resources, portfolio performance and results of operations. Forward-looking statements involve numerous risks and uncertainties and you should not rely on them as predictions of future events. Forward-looking statements depend on assumptions, data or methods that may be incorrect or imprecise and may not be able to be realized. We do not guarantee that the transactions and events described will happen as described (or that they will happen at all). The following factors, among others, could cause actual results and future events to differ materially from those set forth or contemplated in the forward-looking statements: declines in advertising and general economic conditions, including declines caused by the COVID-19 pandemic; the severity and duration of the COVID-19 pandemic and any other pandemics, and the impact on our business, financial condition and results of operations; competition; government regulation; our ability to implement our digital display platform and deploy digital advertising displays to our transit franchise partners, including interruptions and reductions in demand caused by the impact of the COVID-19 pandemic; losses and costs resulting from recalls and product liability, warranty and intellectual property claims; our ability to obtain and renew key municipal contracts on favorable terms; taxes, fees and registration requirements; decreased government compensation for the removal of lawful billboards; content-based restrictions on outdoor advertising; seasonal variations; acquisitions and other strategic transactions that we may pursue could have a negative effect on our results of operations; dependence on our management team and other key employees; diverse risks in our Canadian business; experiencing a cybersecurity incident; changes in regulations and consumer concerns regarding privacy, information security and data, or any failure or perceived failure to comply with these regulations or our internal policies; asset impairment charges for our long-lived assets and goodwill; environmental, health and safety laws and regulations; our substantial indebtedness; restrictions in the agreements governing our indebtedness; incurrence of additional debt; interest rate risk exposure from our variable-rate indebtedness; our ability to generate cash to service our indebtedness; cash available for distributions; hedging transactions; the ability of our board of directors to cause us to issue additional shares of stock without common stockholder approval; certain provisions of Maryland law may limit the ability of a third party to acquire control of us; our rights and the rights of our stockholders to take action against our directors and officers are limited; our failure to remain qualified to be taxed as a REIT; REIT distribution requirements; availability of external sources of capital; we may face other tax liabilities even if we remain qualified to be taxed as a REIT; complying with REIT requirements may cause us to liquidate investments or forgo otherwise attractive opportunities; our ability to contribute certain contracts to a taxable REIT subsidiary (“TRS”); our planned use of TRSs may cause us to fail to remain qualified to be taxed as a REIT; REIT ownership limits; complying with REIT requirements may limit our ability to hedge effectively; failure to meet the REIT income tests as a result of receiving non-qualifying income; the Internal Revenue Service may deem the gains from sales of our outdoor advertising assets to be subject to a 100% prohibited transaction tax; establishing operating partnerships as part of our REIT structure; and other factors described in our filings with the Securities and Exchange Commission (the "SEC"), including but not limited to the section entitled “Risk Factors” in our Annual Report on Form 10-K for the year ended December 31, 2021, filed with the SEC on February 24, 2022. All forward-looking statements in this document apply as of the date of this document or as of the date they were made and, except as required by applicable law, we disclaim any obligation to publicly update or revise any forward-looking statement to reflect changes in underlying assumptions or factors of new information, data or methods, future events or other changes. This presentation includes certain non-GAAP financial measures intended to supplement, not substitute for, comparable GAAP financial measures. Reconciliations of non-GAAP financial measures to GAAP financial measures are provided in the Appendix of this presentation. Prior period presentation conforms to current reporting classifications. Numbers in this presentation may not sum due to rounding.

View all news


30 Nov 2022

Brands Like E.L.F. Cosmetics, HBO Max and (Red) Leveraging Combination of OOH+Social to Unlock Greater Value While Generating Deeper Engagement with Millennials and Gen Z Audiences

NEW YORK, Nov. 30, 2022 /PRNewswire/ -- OUTFRONT Media (NYSE:OUT), one of the largest out-of-home media (OOH) companies in the U.S., today announced that it has enhanced OUTFRONT PRIME with new social out-of-home (sOOH)capabilities. OUTFRONT PRIME expands the company's reach to brands looking to harness this powerful combination by marrying social media and influencer activations with OOH campaigns on its most premium assets.

OUTFRONT PRIME leverages a portfolio of 250-plus coveted, high-impact locations across the country while building upon a trend that has organically grown in recent years: brands driving social amplification utilizing their out of home campaigns as core content.

By productizing this new sOOH sector, OUTFRONT will be leveraging these capabilities and social learnings to work even more closely with social-first brands and agencies to co-create opportunities to leverage the PRIME assets' massive potential for earned attention. Additionally, the company is now offering influencer marketing support ranging from consultation to social listening, including identifying influencers to work with via a partnership with Tagger. OUTFRONT has begun rolling out new branding across its PRIME locations, featuring the "#outfrontprime" hashtag in order to emphasize this capability.

According to Comscore research, OOH campaigns generate 7X more social posts, per ad dollar spent, than any other measured medium, plus 5X more website visits, 6X more social searches and 5.3X more online purchases. Additionally, campaigns that combine social and OOH drive up to 10X the reach (Comscore 2022).

OUTFRONT PRIME marks the evolution of this "social out-of-home" strategy, taking the powerful results noted above, and bringing it to the company's largest, most iconic inventory. These include premium billboard and wall sites that attract millions of eyeballs in high consumer traffic areas of major U.S. cities, including New York, Los Angeles, Chicago, Dallas, Miami, Washington, DC, and Philadelphia. 

Additionally, brands are actively utilizing sOOH beyond these locations, with OUTFRONT's other premium assets being proven canvasses for successful campaigns that extend their impact to social. These range from transit (e.g., fully-wrapped trains and buses, station dominations, voiceovers and live boards), to those that take advantage of innovative technology, such as spatial 3-D, interactivity, AR, VR and Web3.

Among the brands having launched or soon to be live via OUTFRONT PRIME are E.L.F. Cosmetics, HBO Max and (Red), each who have partnered with leading social media influencers to amplify their new campaigns:

  • E.L.F. Cosmetics (link to video) – e.l.f. Cosmetics is always looking for like-minded disruptors to shape culture and connect communities through positivity, inclusivity and accessibility. Recently, e.l.f. teamed up with OUTFRONT PRIME to uplift and empower women and underrepresented alt non-binary creators with a focus on e.l.f.'s Twitch channel, e.l.f. YOU. Together e.l.f. and OUTFRONT created a moment to celebrate e.l.f. YOU creators on a big screen across from Madison Square Garden. 

"OUTFRONT PRIME was a great way to draw both real world and social attention to our purpose platform of empowering others and encouraging self-expression. Seeing e.l.f. YOU on the BIG screen was incredibly meaningful, and it allowed us to reach new audiences in a highly engaged way.

  • (Red) – the organization that fights AIDS and the injustices that enable pandemics to thrive – is teaming-up with OUTFRONT for a pro-bono holiday campaign that will bring festive humor to key OUTFRONT PRIME locations in New York and LA, while REACH will simultaneously work with leading TikTok creators to amplify the creative and messaging on the platform.

  • In the week leading up to the Gossip Girl Season 2 premiere, HBO Max is making their own NYC subway announcements with Gossip Girl's iconic narrator, Kristen Bell. The surprise and delight moment comes when instead of hearing an announcement of the next train approaching, commuters hear Kristen Bell announcing the approaching intrigue coming in Season 2 of Gossip Girl. These announcements can be heard on subway platforms across the city, including Grand Central and 86th Street Station. One playful announcement: "Greetings followers, Gossip Girl here. They say New York is the city that never sleeps, but don't forget, neither do I. Dig up the dirt on your favorite Constance Billard socialites with me and catch the season 2 premiere of Gossip Girl this Thursday, only on HBO Max. You know you love me, xoxo."  To directly connect the experience to social, HBO Max is also having influencers like telsha, marjon, jaegurly, spicy.mayo/yaminah, harryveryhill, and davis visit the iconic stations and share out the experience to their following.

"OUTFRONT PRIME is already becoming a go-to media choice for the brands that are shaping our culture – for advertisers who want to start conversations and see their campaigns transcend the real world effectively into the digital one," said OUTFRONT Media CMO Jodi Senese. "By leveraging the social power of our PRIME assets, we are able to take something that has been happening organically and validated by data, to social-first brands and help them find exponential value in combining OOH and Social into a single marketing strategy."  

Leading into the relaunch, this has included such noted brands as Adidas, Airbnb, Amazon, Chanel, Gucci, Hulu, Netflix, and Uber Eats, to name a few. For example, Calvin Klein, via its 4-week OUTFRONT PRIME campaign featuring Jari Jones, garnered 3.1 million OOH impressions along with 46.4 million potential people reached on Instagram. Dollar Shave Club achieved 19.9 million OOH impressions while generating a recall average of 65% (Nuvi 2020, 2021).

OUTFRONT PRIME has also proven effective for brands seeking to engage with GenZ and Millennials as 1-in-3 consumers from these demos have looked for a brand on social media after seeing an OOH ad (Harris Poll 2021). Recall of OOH campaigns gets a 67% lift among GenZ and Millennials (Harris Poll 2022).

Connecting IRL to URL, OUTFRONT PRIME locations serve as a social media primer, delivering measurable traction and consumer engagement. They inspire not just influencers, but consumers to take out their cell phones and capture a photo or video of a brand campaign, and then share their passions in real-time across their social networks. In fact, according to research, OOH makes both social and mobile work harder for brands, with consumer likelihood to click on a mobile ad following exposure to an OOH ad resulting in 5.3X more search queries and 7X more social posts than any other media, per ad dollar spent (Comscore, 2022). Additionally, 91% of Millennials and GenZ have shared a photo of OOH to at least one social platform (Benchmarketing, 2022).

A full-service OOH company, with industry-leading innovation powered by its in-house 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 via their campaigns.

About OUTFRONT Media Inc.
OUTFRONT leverages the power of technology, location and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboard, transit, and mobile assets in North America. Through its technology platform, OUTFRONT will fundamentally change the ways advertisers engage audiences on-the-go.

OUTFRONT Media Contacts: 

Don Ciaramella / Matt Biscuiti   

Courtney Richards

The Lippin Group                       



(646) 876-9404      

Stephan Bisson                 

OUTFRONT Media, Investor Relations 



Cision View original content to download multimedia:


Categories: Press Releases
View all news